How leading employers benchmark their employer brand

Turning a famous culture memo into an employer brand, and knowing whether it competes.

“You need to have some sort of data to back your hypothesis.”

Validating its strengths as an employer, and finding the stories it wasn’t telling enough.

“It gives us the data to say we’re doing the right thing.”

Building four tailored talent brands, with the Index showing how each audience sees Workday.

“We actually have a stronger story than our external perception.”

Making the case for employer branding to stakeholders, with year-over-year proof.

“That’s what we use to measure our employer branding and track it year over year.”

Measuring employer reputation at the world’s largest commercial real estate firm.

“Your reputation is your brand; they are one and the same.”

Measuring the ROI of a new employer value proposition, with a benchmark across markets.

“Link Humans’ Employer Brand Index provides us with great insights into how our brand is perceived externally…”

Changing the belief that you have to be obsessed with beauty to work there, and winning over tech talent.

“What matters to us is that you’re innovative and creative and willing to learn about the product.”

Building an employer brand that stands apart from its famous consumer brands, consistently across subsidiaries and markets.

“You cannot just use your consumer brands to bring your employer brand to life.”

Measuring employer brand perception consistently across 200+ countries, subsidiaries and job functions.

“Perception is one of those things that is somewhat intangible. You can get a sense for it but it’s hard to fully grasp.”

Seeing where it stands against tech competitors, and where the white space is.

“…it gives us an opportunity to work with our content teams, our corporation communications teams to say ‘we have a white space opportunity here.’”

Setting a baseline before launching a new EVP. The data showed strong ESG sentiment but a low share of voice, so the team made more ESG content.

“…we really do look at the Employer Brand Index as a score we can use as the ROI of our employer brand.”

Winning executive buy-in for EVP work with hard data on what drives positive conversation.

“Having an opportunity to present to the company and to the main board details around what people are saying about us as a company when we’re not in the room is vital.”

Showing senior leadership why employer brand matters, beyond time-to-hire and cost-per-hire.

“The Index has been perfect for that, as we can marry up the two, we can look at what do people think of us in certain key areas.”

Understanding how it compares with the automakers, suppliers and tech companies competing for the same talent.

“We compete for the same talent as the big automakers, suppliers, manufacturing, and tech companies. Partnering with Link Humans, we were able to understand what the perception of our employer brand is.”