Employer Branding – Why do it? How to measure impact

Employer branding is important because it helps attract top talent, retain employees, improve engagement, build reputation, and increase profitability. It is a crucial aspect of a company’s overall branding strategy and should be taken seriously.

Five key reasons to pursue a vibrant employer branding

1. Attracting top talent: A strong employer brand helps a company stand out in a crowded job market and attract top talent. Candidates are more likely to apply for positions at companies with a positive reputation and a strong employer brand.
2. Retaining employees: A good employer brand can also help with employee retention. When employees feel proud to work for their company, they are more likely to stay for the long term.
3. Improving engagement: A strong employer brand can also improve employee engagement by creating a sense of shared purpose and a positive workplace culture.
4. Building reputation: A company’s employer brand can also have an impact on its overall reputation. When a company is known for treating its employees well, it can build trust and credibility with customers, partners, and other stakeholders.
5. Increasing profitability: Studies have shown that companies with strong employer brands have higher profitability than those with weak employer brands. This is because engaged employees are more productive, creative, and committed to the company’s success.

But, how do you know the impact and effectiveness of your employer branding strategy?

Six metrics that demonstrate an effective/good employer branding.

1. Candidate application rate: This metric measures the number of applications received for open positions. A high candidate application rate indicates that the organisation has a strong employer brand and is perceived as an attractive place to work.
2. Candidate acceptance rate: This metric measures the percentage of job offers that are accepted by candidates. A high candidate acceptance rate indicates that the organisation has a positive employer brand and is offering attractive compensation and benefits packages.
3. Employee retention rate: This metric measures the percentage of employees who stay with the company over a specific period. A high employee retention rate indicates that employees are engaged, satisfied, and committed to the company due to its positive employer brand.
4. Employee referral rate: This metric measures the number of employees who refer candidates for open positions. A high employee referral rate indicates that employees have a positive perception of the organisation and are willing to recommend it to others.
5. Social media engagement: This metric measures the level of engagement with the company’s social media accounts. A high level of engagement indicates that the company’s content resonates with its audience and portrays a positive employer brand.
6. Employer brand awareness: This metric measures the level of awareness and recognition of the organisation as an employer brand. It can be measured through surveys that assess the level of familiarity of the organisation as an employer and the perception of the company’s culture, values, and reputation.

By monitoring these metrics, organisations can assess the effectiveness of their employer branding strategies, identify areas for improvement, and make data-driven decisions to enhance their employer brand and attract top talent.