Measuring your employer brand has been notoriously tricky. So we came up with a way to do so, and these are some they key results we’ve seen our clients enjoy.
It all started with the Employer Branding Podcast, a weekly podcast with our CEO Jörgen Sundberg. On the podcast, the one question every employer brand leader, rebel, and innovator from many of the biggest and best companies in the world had difficulties answering was how do you actually measure your employer brand and the ROI of your employer branding efforts.
How can you prove to your boss that your employer branding efforts are working? Traditional HR metrics, like quality of hire and cost of hire, don’t give you the employer metrics you really need. More often than not those data points are not solely based on your employer brand. Other factors might come into play.
So how do you actually measure your employer brand? How do you measure if your work/life balance is improving, or if your benefits system truly works? How do you measure if the strategies you have put in place to improve your candidate and/or employee experience have actually worked?
The Employer Brand Index gives employers a quantitative and qualitative measurement of what people think of your company, presented in an easily understandable and actionable way as a single, tangible number. By articulating the current status of your employer brand, you can track your own record over time and eventually benchmark it to your competitors.
It shows at a granular level what you need to do to improve your employer brand. Think of it as a baseline action plan to help you become the best employer in your space. It is an essential, data-driven tool for, finally, measuring employer brand success.
We dissect everything people are saying online about you as an employer on user-generated sites where they feel free to discuss their employers openly, without being in the confines of their office space.
We then categorize and analyze these findings into employer brand 16 key employer branding attributes. And highlight the specific aspects of your employer brand people are talking about the most, positively or negatively.
We quantify these attributes into a single number on a 1-10 scale to easily equate what areas work and what areas don’t.
Because if you then periodically measure these areas over time, you can see how things are changing.
The Employer Brand Index Index has helped employers:
Link Humans Employment Brand report on GE was the first I have seen of its kind! It was in easily digestible bits of information and provided a global look and feel for an overview of how we appeared external. The aspect I like the most is it doesn’t just show me what GE looks like… it provides feedback in a way that I can take immediate action to adjust and/or respond. Moving forward I think it will be a great asset for a quick look and action items for major impact on our employment brand.– Shaunda Zilich,
Employer brand activation to build awareness and support specific hiring campaigns in the US & UK.
EVP development in parallel with activation.
AAM needed to understand how attractive it is to candidates and current employees.
The Employer Brand Index helped the company gain insights to its own positioning, compared to a number of talent competitors.
EDF Energy needed to measure the impact and importance of their employer brand.
Measurement depends on who in the organization is asking you what question, so here’s what we did.
We started in France.
4 years later, we have worked with The Adecco Group in over 20 countries.
The world’s largest HR company will always have the need to attract internal talent.
Jörgen created Undercover Recruiter from scratch in 2009. No readers.
Last month, 452,839 recruiters, HR professionals and candidates read Undercover Recruiter.
Advertising clients include: Dropbox, BreezyHR, Lever & Adecco