A couple of weeks ago I teed up this concept of an employer brand . Here are some key areas to consider when measuring your employer brand.
First, you must measure it. You can’t manage what you can’t measure, and you can’t improve what you can’t measure. If an organization wants to maintain and consistently improve on the performance of its employer brand it must have a meaningful analytical philosophy that seeks to apply a quantitative and objective view to its brand. Without this, there can be no analysis and comparison for improvement.
Source effectiveness – The lifecycle of your employer brand begins with the first contact, which is typically an organization’s careers web site and subsequent sourcing stage. At this stage an organization should measure the effectiveness of the methods they have relied upon to attract candidates. This can allow the organization to view the most effective sources of attraction and consistently return to those sources based on the ROI achieved. We capture this in our current benchmarking study and what we find is people may be measuring it but they’re not taking action. If they see overspending in a certain area, they don’t adjust their spend in time and often wait until the year has passed. What should take place is that there should be an immediate shifting of the spend to the most effective sources as quickly as possible.
The recruiting process – This is a series of measurements at each stage in the life-cycle of the candidate’s experience during the entire recruiting process. The recruiting process is one of the most critical aspects in making the decision to join an organization, and often the most overlooked. An organization should measure the effectiveness of every single step a candidate attains in the recruiting process. Each touch point the candidate makes with your organization should be considered beginning with the online application, assessment, interviews, the offer, and orientation. If there is a negative impression that occurs during the initial online application stage of the recruiting process, then there may be a dramatic decrease in the candidate pool. In the initial discussion with a candidate, another negative impression may cause a candidate to withdraw from the process, and tell others about their negative experiences. Negative impressions at any stage of the recruiting process can dramatically reduce the candidate pool, and may provide fuel to create a significant gap for an organization that must meet their hiring needs.
Recruiter Effectiveness – In our elite recruiter benchmarking study we’re taking a groundbreaking look at the competencies and skills of elite recruiters. What we’ve found is that effective recruiters engage candidates with the promise of the brand experience (EVP) and continually deliver on the promise. The elite recruiters even check in with their hires to make sure promises are being kept, and the expectations delivered when someone was hired match the reality of their experience.
Fit – How a candidate perceives their fit within your organization, the culture, and the position you are offering are critical elements in the messaging of your employer brand. Organizations should measure the effectiveness of the messaging in all elements of the employment brand through various media channels. These channels could be print or interactive media marketing and can also extend to the communication with the candidates recruited and interviewed by your company. Analyze the effectiveness of the messaging communicated about the culture within your company to improve the long term impact that fit can have on the attraction of your needed talent.
So the key takeaways here are that the brand is pervasive, and all encompassing across someone’s life-cycle of experiences with your company. It must be measured through the sourcing, recruiting process, and fit of a candidate and then through the employee with your company. Finally, you as the recruiter, play a critical role in the portrayal of the brand promise, and should act as an ambassador to ensure its delivered!
