How to measure employer brand is a hot topic in today’s hiring environment. Developing and amplifying your employer brand used to be a small component of a recruiting strategy. Lately, driven by increasing talent shortages and competition for specialized skills, employer branding is taking center stage as a key component of a strategy that aims for a sustained, proactive advantage in meeting hiring demand within an organization.
Properly identifying and amplifying your employer brand is a foundational recruiting strategy. That is, it ripples through all aspects of your recruiting efforts, increasing the effectiveness of each facet.
An employer brand that ripples through the career site through targeted content and job descriptions to a consumer quality apply process will increase the conversion rate from traffic to applicant. As that brand is amplified in the communication and interview process, the ability to hire the desired candidates improves, and so on.
So you’ve developed a solid employer brand and have taken at least initial steps to leverage it in your hiring process. But how are you ensuring that it is working? How do you know whether there is alignment between what you’ve identified as your brand and what employees and potential employees think of your brand?
Aligning Employer Branding with Candidate Perceptions
Employer branding strategy must go beyond creation to actively measure employer brand online. A strong brand enhances candidate attraction, but its success depends on alignment with candidate and employee experiences. Tools like Survale track candidate NPS, which gauges how likely candidates are to recommend your organization, and employee referral rate, reflecting internal advocacy. Misalignment, such as a high-tech brand with a clunky career site, can undermine efforts, increasing cost per hire and new hire turnover.
Leveraging Metrics for Brand Effectiveness
To understand your brand’s impact, monitor metrics like Glassdoor rating and media mentions, which reflect external perceptions. Social engagement on platforms like LinkedIn or Twitter shows how candidates interact with your brand, while source of hire data reveals which channels attract top talent. For example, if job boards yield high applications but poor candidate demographics fit, your brand may not resonate with the right audience. Regular feedback ensures your employer branding aligns with candidate expectations, driving hiring success.
Optimizing Recruitment Through Data
Measuring employer brand online isn’t just about perception, it’s about actionable insights. Surveys capturing candidate demographics help tailor outreach to diverse talent pools. Feedback from candidates and employees highlights gaps, like lengthy application processes, that can deter applicants or harm Glassdoor ratings. By addressing these, organizations reduce cost per hire and improve retention, ensuring the employer branding strategy delivers measurable results. This data-driven approach strengthens your competitive edge in talent acquisition.
Building a Stronger Employer Brand
Survale’s platform provides a constant pulse on how your employer brand is perceived, enabling continuous improvement. By tracking metrics like social engagement and employee referral rate, organizations can refine their approach, ensuring candidates experience the brand as intended. For more details, check out Survale’s video overview or request information. Measuring employer brand transforms hiring, positioning you ahead of competitors in attracting and retaining talent.
FAQs
What are employer branding metrics, and why are they important for HR professionals?
Metrics like candidate NPS, Glassdoor rating, and cost per hire measure employer branding impact, guiding HR to attract top talent.
How can tracking candidate NPS help improve an organization’s employer brand?
Candidate NPS reveals candidate satisfaction, enabling a refined employer branding strategy that boosts advocacy and reduces new hire turnover.
What role does social media engagement play in evaluating the effectiveness of employer branding efforts?
Social engagement tracks candidate interactions, complementing media mentions and source of hire data to strengthen employer branding.
For more information about Survale, check out this video overview or request more information. Monitoring and acting on intelligence that can strengthen your brand and improve hiring results can change the way you hire and put you way out in front of your competitors.
