Tangible ways to test and assess employer brand effectiveness.
“By combining quantitative and qualitative methods and setting clear KPIs, you can gain valuable insights into the effectiveness of your employer brand and make data-driven improvements.”
Assessing the effectiveness of your employer brand is crucial for making data-driven improvements. Here are some tangible methods:
Quantitative Metrics.
Time-to-fill: A decrease in time-to-fill for open positions can indicate a strong employer brand attracting qualified candidates.
Offer acceptance rate: A higher acceptance rate signifies a positive candidate experience and strong employer perception.
Cost-per-hire: A reduction in cost-per-hire can be a result of a more efficient recruitment process and a strong employer brand attracting qualified candidates.
Employee turnover rate: A lower turnover rate suggests employees are satisfied with their roles and the company culture.
Social media engagement: Monitor likes, shares, comments, and followers on your company's social media channels to gauge brand perception.
Applicant quality: Evaluate the qualifications of applicants to determine if your employer brand is attracting the right talent.
Employee Net Promoter Score (eNPS): Measure employee satisfaction and loyalty to assess internal brand perception.
Qualitative Metrics.
Candidate surveys: Gather feedback from both successful and unsuccessful candidates to understand their perception of the employer brand.
Employee surveys: Conduct regular surveys to assess employee satisfaction, engagement, and alignment with the employer brand.
Exit interviews: Learn why employees are leaving and identify areas for improvement in the employer brand.
Social media listening: Monitor social media conversations about your company to identify strengths and weaknesses in your employer brand.
Focus groups: Conduct focus groups with employees and potential candidates to gather in-depth feedback.
Employer review sites: Analyse reviews on platforms like Glassdoor to understand external perceptions of your employer brand.
Other Assessment Methods.
Talent pool analysis: Track the size and quality of your talent pool to gauge the effectiveness of your employer branding efforts.
Employee referral rates: A high employee referral rate indicates a positive employee experience and strong employer brand.
Job application volume: An increase in job applications can signify increased brand awareness and attractiveness.
Diversity and inclusion metrics: Assess whether your employer brand attracts a diverse talent pool.
Key Performance Indicators (KPIs).
To effectively measure your employer brand, establish specific KPIs aligned with your overall business goals. For example:
Increase job application volume by 20% within six months.
Improve time-to-fill by 15% for key roles.
Achieve an eNPS score of 35 or above.
By combining quantitative and qualitative methods and setting clear KPIs, you can gain valuable insights into the effectiveness of your employer brand and make data-driven improvements.