Case study
Making the case for employer branding to stakeholders, with year-over-year proof.
Background
Booking.com, headquartered in Amsterdam, is a platform for booking accommodation, flights, car rentals and experiences worldwide. Its global reach creates very specific hiring needs, such as a customer service representative based in the UK who speaks Norwegian.
Sandra Petschar, Global Talent Marketing & Employer Branding Manager, works in a team of 20 covering employer branding, recruitment marketing and early careers. Employee interviews shaped four EVP pillars, Belonging, Development, Discovery and Impact, and a simple promise: “It’s more than a job, it’s a journey.”
Brief
- Measure the employer brand and track it year over year.
- Show management how the metrics changed, and what the employer branding team did to move them.
- Give talent intelligence and sourcing teams a view of how Booking.com compares with its competitors.
What we do
- We measure Booking.com’s Employer Brand Index, analyzing what past, present and future employees say across 130+ sources and scoring all 16 Employer Brand Attributes.
- We track results year over year.
- We benchmark Booking.com against its competitors for talent.
What Booking.com did with it
The team focuses hard on activation, starting inside the company. An employee advocacy platform makes it easy for anyone to share content, personal branding workshops show how social media success can help careers, and a travel-tips group chat reflects the curiosity that runs through the company.
A world tour interviewing employees in offices around the globe spotlights each location and the people who work there. The Index then shows stakeholders whether that work is changing how talent talks about Booking.com.
Booking.com’s Perspective
That’s what we use to measure our employer branding and track it year over year, so we can see our success.
A lot of companies are missing the internal part of activation.
Results
The outcomes include:
- A year-over-year measure of success for the employer branding team.
- Answers for management on how the metrics changed and what the team did to make an impact.
- A competitor view for talent intelligence and sourcing teams.
- Recognition. Booking.com is certified as a Great Place to Work.
See How Talent Sees You
Get a free preview of your Employer Brand Index and see how you compare with the companies you compete with for talent.
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