Employer branding plays a pivotal role in positioning your company as a desirable place to work. A strong employer brand influences candidate behavior, attracts top talent, and fosters a sense of pride among current employees. But how do you measure the effectiveness of your employer branding efforts? By focusing on key metrics that reflect both candidate behavior and effectiveness or your efforts.
Candidate Behavior Metrics
Effective employer branding should drive positive candidate behavior. Here are some key metrics to assess:
- Career Site Conversion Rates: Monitor the percentage of visitors to your career site who convert into applicants. A compelling employer brand can make candidates more likely to apply once they learn about job opportunities. If you notice an increase in your conversion rates over time, it’s a strong indicator that your employer branding efforts are resonating with potential candidates.
- Talent Community Growth: If you have established the company as a desirable place to work, candidates will want to know about opportunities and will be more likely to join your talent community. Track the growth of your talent community to determine whether your brand is enticing individuals to stay connected and express interest in future roles.
- Decrease in Ghosting Rate: Candidates rarely walk away from highly desirable opportunities and your ghosting rate can be a good indicator of your employer brand’s strength. A decrease in ghosting rates suggests that candidates are more invested in your company and see value in continuing the process, which can be attributed to a positive perception of your employer brand.
Broader Effectiveness Metrics
Beyond candidate behavior, other metrics can help gauge the overall impact and reach of your employer branding efforts:
- Earned Media Value (EMV): If you are creating content that employees are willing to share, you will generate organic visibility. Assigning a dollar value to the exposure, helps you understand how effectively your messaging reaches and influences audiences without relying on paid efforts.
- Content Usage by Internal Teams: Evaluate how often your employer branding content is used by recruiters and employee ambassadors. High usage rates indicate that the content is valuable, relevant, and aligns with the company’s culture.
By focusing on candidate behavior, earned media value, and internal content usage, you can quantify how your employer brand is performing. Ultimately, a strong employer brand attract higher quality candidates and make your entire recruiting process more efficient.
Maury Hanigan is CEO of SparcStart, the recruitment marketing platform that revitalizes your candidate communication for greater efficiency. SparcStart’s intutitive platform makes it easy to connect with candidates, build your social media presence and provide candidates with compelling content that drives quality applications.
