Employer branding is the heart of any recruitment strategy. It is a great way to build your companies reputation as a great place to work.
There are a number of employers that are currently seeing the value and importance of employer branding as a resource and are investing more and more into it. With this in mind, it is important to be able to measure the success of your employer brand and the impact it makes on your companies recruitment process.
So how do you measure employer branding?
Key Metrics to Measure
- Retention Rates – Track how many of your employees are leaving/staying each year. Establish any identifiable trends as to why they are leaving. Lack of opportunities? Are they all in the same age bracket or skill set?
- Number of Applicants – The volume of applicants per role. While it is great to see an increase in the number of applicants, it is also important to measure the quality of hires. This will give you an indication of whether you are hiring the right candidates for the right roles.
- Quality of Hires – This is probably one of the more important metrics. The objective of an employer brand is to attract quality hires. So it is important to measure your current average profit contribution per employee. Therefore, you can benchmark what top talent should be able to contribute.
- Cost per hire – when calculated correctly, pulls together all of the costs associated with filling an open position and determines the average amount spent to hire a new employee for that role. To calculate, simply add up the external and internal hiring costs and divide it by the total number of new hires. If your employer brand is working, you should see a decrease in the cost per hire.
- Social Media – Track social media metrics gathered from your platform from the number of job views to applications. Track all of the traditional social media metrics also if you post your roles on social media career pages (e.g.,, shares, likes, retweets, etc.) and see what content engages/doesn’t engage potential candidates.