Employer branding is one fruitful avenue for organisations to establish the value they offer employees and to differentiate themselves from competing firms. – Crystal Harold and Kevin Nolan.
Based on Wonderful Workplaces report, the power of employer branding is gaining pace across multiple sectors as more employers realise the importance of highlighting their company culture and benefits to attract top talents. Almost all (94 percent) candidates would consider an employer’s brand when applying for jobs, while 45 percent of passive job seekers would apply for a job if it was for an amazing brand.
Unfortunately, among 841 survey respondents, 46 percent cited that employers are not so effective in communicating their employer brand. Frustratingly, commented Jennifer Jackson, senior careers content editor for Wonderful Workplaces, many companies are still continuing to miss out on attracting the right talent, in many cases because they are failing to communicate their values effectively.
Fortunately, employers can now implement KPI metrics to measure if their employer branding is effective and has targeted the right candidate pools. Richard Mosley, global head of strategy and advisory Universeum, said in his study that when it comes to developing employer branding that matters, employers together with HR team should first and foremost measure brand metrics. The metrics are like a puzzle that needs to be assembled. In assembling this puzzle, Mosley shared these key questions to measure what’s right and what’s wrong in your employer branding strategy.
Maximising the result of your branding strategy, you need to develop and implement a successful strategy. Thus, you should first understand the key factors driving the market, and act to the result accordingly. You should be able to answer the following questions.
This will help you measure the budget you should be investing in your branding strategy. Here are the questions you should answer.
At this point, HR should also measure long-term marketing effectiveness when it comes to quality hires, as the actual tests of quality are retention and performance, which can be difficult to predict in the short-term.
This might be one of the most critical steps an employer should take. There are a lot to measure such follows:
This metric can be conducted in a survey of your hired and non-hired candidates. In addition, to preserve the vitality of your brand reputation, you need to be continually strengthening and distinguishing your own offer to ensure it remains differentiated from your leading competitors. Mosley reminded that this will require a broad understanding of your relative standing concerning general image dimensions, such as teamwork, innovation, autonomy, and learning and career progression.
In this metric, employers should focus on several points, including candidate experience, onboarding experience, and employment experience. The most important measure of this strategy is advocacy, the preparedness of employees to communicate positively about their employer through social media and to refer good candidates to increasingly become the bedrock of effective social marketing.