Team working on employer brand

7 Simple Employer Brand KPIs to Measure Performance

A strong employer brand is the foundation of an engaged workplace and an effective recruitment strategy. Your employer brand is your reputation, and if you don’t define it, someone else will. But how do you measure your success and monitor results to know if everything you’re doing is resonating with employees and candidates?

Reporting and analytics can help you monitor your reputation, show how you measure up to your competition, and determine if your employer brand resonates with your target audience. Gauge the health and evaluate your progress over time by tracking these simple recruiting and employer brand KPIs:

Employer Brand KPIs

1.) Glassdoor ratings

Your overall rating is one of the first pieces of information Glassdoor users see, and it’s a window into how employees feel about your company. In order to track progress on key measures, look at all the ratings available, including the opinion ratings and more detailed ratings such as “Culture and Values” and “Career Opportunities.”

2.) Visits to your Glassdoor page

You might be surprised by how many people are seeking out information about what it’s like to work at your company. Think of visitors to your Glassdoor page as an audience primed for receiving your employer branding message. Measuring visits is a great surface metric for measuring your employer brand. 

3.) Traffic to your page compared to competitors

It’s all about context, right? Your employment competitors, large and small, can provide a baseline for you to monitor progress.

4.) Audience demographics

Are the visitors to your profile the ones you want to attract? If not, consider how to reach more of them, or adjust your recruiting strategy to hire more of the people who are already interested in you. Audience demographics are a great KPI for recruiting and employer brand.

5.) Applicant-to-interview ratio

Applicant-to-interview is a traditional recruiting KPI. Keep track of the number of applications it takes to find a candidate qualified for an interview. Use this metric to diagnose problems with your job descriptions or sourcing choices.

6.) Cost-per-hire for each recruiting channel

Some recruiting channels might be more cost-effective at reaching the candidates you want. Balance this information with the applicant-to-interview ratio and adjust your strategy accordingly. Calculate your cost-per-hire to determine your overall recruiting performance. 

7.) Time to hire

Log how long it takes to fill roles across the company to see if your strategy is leading to more efficiency. Use this information to set expectations with the candidates you interview as well as hiring managers.

As you can see, measuring your the performance of your recruiting and employer brand with KPIs doesn’t have to be hard: you probably already have access to most of this information. If you’re not currently tracking these metrics, start today and set a plan to review all the data at least once a month. Create accountability by sharing it with your team – they’ll also be able to help pinpoint areas for improvement.

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