The simplest definition of employer branding is how you market your company to desired job seekers. You can do this by pointing out your organization’s unique cultural differentiators and then working to reinforce them so you can position yourself as the top place to work. The employer’s brand is a mirror of the company’s value proposition.
In today’s increasingly competitive job market, a positive employer brand is essential. Without hiring and retaining the best people, it becomes challenging and expensive. The modern business world of talent acquisition uses employer branding to introduce the company as a great place to work. It’s used for communicating with current employees as well as attracting new, generally passive, workforce. Planning, developing, and tracking employer branding strategy is not an easy task.
Here, we have defined five metrics to follow when tracking your employer branding:
- Analyze Social Engagement: When your organization regularly works with candidates, past and current social media employees, it creates several fans who can help you get your message across. Websites like LinkedIn or Glassdoor are more accessible to monitor than others. However, it would help if you considered tracking social media metrics across all the channels you use. These metrics can include monthly engagement, engagement, and sentiment analysis to see who is sharing the post, what’s being discussed, and how the public is engaging with your brand. Tracking a monthly progression indicates that your brand or network is growing reach wise, and can also give you better leads.
- Cost Per Hire: As for your company’s branding, low cost per hire is, as always, a sign that something is wrong. When people respond to your brand, it costs less to acquire them, they go through the application process faster, and their rental and storage costs are less. On the other hand, if you find that the rental price is increasing gradually, it may be a sign that your brand is not resonating with your target audience or your message is not getting enough of your message.
- Click-Through Rates for Job Postings: This is an easy one to track. Converting job seekers to candidates by getting them to click through to a job advertisement and then fill out the application is an excellent indicator of success. You want candidates to come to you, and the more they do, the stronger your brand reputation will grow. You may conclude that the candidate recognizes your company and wants to learn more. You can also go a step further and track acceptance rates for candidates offering positions. If the numbers are high, you are probably doing something right.
- Overall Employee Experience: An essential aspect of employer branding is determining how compatible the employee’s experience is with the type of employer their company thinks they have. Many companies analyze insights from employee surveys and end interviews to get helpful feedback on employee experiences. Collecting feedback in the form of employee retention surveys regularly helps employers track employee engagement, satisfaction, and happiness, all of which impact the employer’s brand.
- Considering External Reviews: Apart from these indicators, it is always a good idea to check your company’s online presence and learn from it. Several websites offer general company reviews, CEO approval ratings, current and existing employee reviews, and many other valuable details to help inform your company’s branding strategy. Nearly half of job seekers say they have read job search reviews. 30% of them are looking for the positive feedback about benefits and benefits.
Corporate branding shapes your company as a great place to work and attracts the best talent to help you achieve your goals. There’s no one-size-fits-all approach to brand growth. Still, once you hear competitors think they’d instead work for you, it’s all worth it. Gathering data on several key metrics, you create an advanced alert system that can alert you when public opinion turns against your brand.
This article was written by Kelly Barcelos. Kelly is a progressive digital marketing manager specializing in HR and is responsible for leading Jobsoid’s content and social media team. When Kelly is not building campaigns, she is busy creating content and preparing PR topics. She started with Jobsoid as a social media strategist and eventually took over the entire digital marketing team with her innovative approach and technical expertise.