Elevate Your Business with Employer Brand Metrics

Elevate Your Business with Employer Brand Metrics

09 August 2023

Your employer brand has many responsibilities. Arguably one of the most important factors is it has the power to attract the right caliber of candidates for your company. But as the saying goes…you can’t manage what you don’t measure.

This is where employer brand metrics come in. Employer branding metrics provide quantifiable ways to track the impact of your employer branding efforts, substantiate the costs and resources, and overall, improve your employer branding strategy.

Employer branding can’t be analysed through one metric alone, but there is also no universal set of metrics that works for all businesses. Therefore, you need to focus on identifying the right combination of metrics for your company that will provide the valuable insights that you want to see.

Candidate NPS

One way to make sure your employer brand is at the top of its game is to make sure your candidate recruitment process is top-notch. If you fancy reading more on how candidate experience can boost your business growth, click here – but for now, we will carry on talking about how to measure it and why…

The candidate net promoter score (NPS) results indicate how potential candidates score your organisation and how likely they are to recommend applying for positions.

A candidate NPS asks a single question that must be answered using a score. For example:

“Using a 0-10 scale, how likely would you be to recommend (company) to a friend or colleague?”

Respondents are then grouped according to the numbers.

  • “Promoters” rate a 9 or 10
  • “Passives” rate a 7 or 8
  • “Detractors” rate a 6 or lower

You then calculate:

(Number of Promoters – Number of Detractors) / (Number of Respondents) x 100

Once all answers are gathered, your candidate NPS will be a number from -100 to 100:

  • Any positive score is good.
  • A score between 30 and 70 is great.
  • Anything higher than 70 is considered excellent.

Measuring this provides a strong point of reference for comparison after you fine-tune your recruiting methods. A score that increases with each new NPS calculated will obviously indicate positively for your employer brand!

Social Engagement

Starting off with a strong statistic – According to LinkedIn, 52% of candidates first seek out the company’s sites and social media accounts to learn more about an employer.

Shouting about your companies culture on your social media platforms will positively impact your employer brand. The perfect recipe for promoting your employer brand is having a strong presence on your company page as well as employees in your business shouting about their experience at work on their personal social media pages.

Tracking the number of likes, shares, and followers will measure whether your employer brand exposure is growing and appealing to the market. Positive or negative engagement provides an understanding of how your followers view your brand.

Career Page Analytics

Your website careers page provides the perfect opportunity to promote your employer brand by showcasing your company values, work environment, employee benefits, and shouting out your team’s achievements – just to name a few!  

Understanding your visitor’s behavior on your career page will help target your employer branding efforts and there are many different statistics you can gather from your site traffic, such as:

  • Total number of views.
  • Duration of visits.
  • Amount of applications completed.
  • Candidate conversion (Number of completed applications/total visitors x 100)

The key outcome to measuring your employer brand metrics, is to convert the measured results into practical actions and this will put your organisation on the path to becoming an employer of choice. If you would like any further advice on the importance of employer branding and ways to measure this, please get in touch – our team will be more than happy to help!