Employment6 Jun 2023Simon Druery

Measuring the success of your Employer Branding efforts

Employer Branding is a valuable business tool for any organisation to help it portray its reputation as an employer to all stakeholders. It is through Employer Branding that the human resources of the company are both attracted and retained. By measuring your Employer Branding strategy against a range of key metrics can help you optimise your approach and improve the efficacy of your efforts. 

How to measure Employer Branding

To measure the success of Employer Branding, you need to establish your Employer Branding objectives and the KPIs against those objectives to measure its success. For example, if your Employer Branding objective is to increase awareness, since the talent pool does not know you, then the relevant metrics to measure are the reach and frequency through various media analytics tools.

Employer Branding involves a top, middle and bottom-funnel approach, like creating consumer brands. The top of the funnel pertains to the industry's awareness and perception, the middle of the funnel deals with the candidate experience and the bottom of the funnel is concerned with the employee experience. These three components are pivotal in comprehensively assessing and gauging the efficacy of your Employer Branding initiatives. In order to evaluate industry awareness, key metrics like social media mentions, website rankings, and search volume can be measured.

Measuring metrics that match your recruitment goals

Employer Branding metrics cannot be universally applied or standardised across all organisations. Instead, the metrics to be measured are contingent on the specific objectives that a company seeks to attain through its Employer Branding initiatives. It is essential to have a clear understanding of the desired outcomes to gauge these endeavours' success effectively.

Typical Employer Branding objectives include establishing a favourable reputation as an employer, which enables companies to distinguish themselves from competitors while showcasing their distinct vision, values and culture. Another primary goal is attracting top-tier candidates who possess the requisite skills, qualifications and expertise. 

A strong Employer Brand can also help reduce the overall cost per hire, yielding significant cost savings.

The metrics to get tracked are contingent upon the specific Employer Branding goals that an organisation seeks to accomplish. By clearly defining these objectives, companies can effectively measure the outcomes of their branding efforts and optimise their approach in order to achieve the desired results.

Employer Branding metrics to measure success

In crafting a compelling Employer Brand, it is imperative to establish a clear set of objectives. To gauge the efficacy of your Employer Branding efforts, tracking the appropriate metrics against these objectives is crucial. Employer Branding aims to deliver both short-term and long-term outcomes, so it necessitates a continuous refinement process. Precise measurement of the Employer Branding success metrics not only enables an accurate evaluation of the progress but also allows for strategic enhancements. 

Below are several key metrics that can be used for measuring the success of your Employer Branding efforts:

Why should you measure Employer Branding?

Developing a strategic Employer Brand is a critical aspect of business strategy. As such, monitoring and analysing progress regularly is also imperative to make the most of your investment. This evaluation entails determining whether the brand's value increases over time by measuring the growth, positivity, or negativity of candidates' and employees' awareness and perception of the brand.

By keeping track of key metrics for the measurement of Employer Brand, business leaders can gain valuable insights that will aid in determining the effectiveness of current tactics and deciding whether to pivot and adopt a different approach. The cost of attracting, engaging and retaining the right talent for your business is at stake.

Frequently asked questions

Q. How do you measure the success of your EVP?

Evaluating the efficacy of an Employer Value Proposition (EVP) is equally imperative as its creation. An organisation can measure the alignment of its culture, benefits, initiatives and other provisions with the market's priorities only through conducting research. Initially done internally to obtain firsthand employee feedback through surveys, focus groups and interviews, which help to make necessary improvements before and subsequently after you go to market. Don’t forget, your EVP should be developed so that it has its own clear space in the external competitive environment in order to stand out.

Q. Is EVP the same as Employer Brand?

No. Your EVP sums up your employment offer and is expressed as a framework of key messages. While it is a foundational asset for your Employer Brand, it is not the same. Your Employer Brand is your reputation as an employer. It is influenced by bringing the EVP to life through colour, imagery, video and coherently across all your employment marketing channels. It helps tie your EVP intrinsically with your brand and ultimately resides in the hearts and minds of the general public, potential candidates and employees. Which is to say, when people think “what’s it like to work at Company X” - what they think and feel - that is your Employer Brand!  

Q. Which KPIs are best for Employer Branding?

Employer Branding is a long-term investment, with many factors influencing it, both internal to the organisation and external such as socio-economic and geo-political factors. So try and stick to the KPIs that matter most to your business right now. Some common KPIs for Employer Branding are quality and cost of hire, employee engagement, employee referral rates and employee experience satisfaction, all which can be heavily influenced by the strength of your Employer Brand.

Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.