How do you measure the success of your employer branding initiatives in attracting top global talent?

Employer branding has become a cornerstone of talent acquisition strategies worldwide. It represents your company's identity and values, not just to potential customers but also to future employees. In an increasingly competitive global market, a strong employer brand can be the difference between attracting top talent or losing them to competitors. However, measuring the effectiveness of these branding initiatives can be challenging. You need to know if your efforts are truly resonating with the kind of talent you aim to attract and whether those efforts are translating into tangible outcomes for your organization.

1 Brand Perception

Understanding how potential candidates perceive your brand is crucial in measuring the success of your employer branding. Surveys and feedback tools can provide insights into what global talent thinks about your company as a potential employer. By regularly assessing brand perception, you can gauge whether your employer branding initiatives align with the values and expectations of top talent. It's about ensuring that the message you communicate externally matches the experiences and sentiments of those you wish to attract.

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Marija Jurina

Senior Employer Branding Specialist at Spyrosoft
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The problem with the "brand" is that it is based on emotions. So you do not have an exact number to measure it. But some metrics help. When you divide the brand into brand awareness, brand engagement, affinity, and sentiment it gets easier to track it. At that point, data from Google, social media, and market research are your next steps friends. All you need to decide is what metrics matter to your company strategy.

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2 Application Rates

One of the most direct indicators of a successful employer brand is an increase in the number of quality job applications. When top global talent is drawn to your company, you'll likely see a rise in applications from highly qualified candidates. Monitoring changes in application rates, especially for roles that are typically hard to fill, can signal the effectiveness of your branding efforts. It's important to look for increases in both quantity and quality, as attracting top talent is about finding the best fit for your organization.

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3 Employee Advocacy

Your current employees are your brand ambassadors, and their willingness to recommend your company to others is a powerful testament to a strong employer brand. Measuring employee advocacy through tools like Net Promoter Score (NPS) can help you understand how likely your staff is to refer others to your company. High scores indicate that your team members are satisfied and believe in the company enough to stake their reputation on it, which can attract top talent looking for a positive work environment.

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4 Social Engagement

Social media platforms are a battleground for employer branding, and engagement metrics can reveal much about your brand's reach and appeal. Analyzing likes, shares, comments, and follows can show how effectively your brand is engaging with potential candidates. Particularly for global talent, social media provides a window into your company culture and values, so a high level of engagement on these platforms can indicate strong interest from top professionals around the world.

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Marija Jurina

Senior Employer Branding Specialist at Spyrosoft
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When you want to improve your brand metrics on social media platforms here is what is recommended: Do more - if awareness is down it's not a big issue, but if you add low engagement, you need to react. Do different - if engagement is down adjust your approach, think about connecting. Do bigger - if the affinity is down react with high-level content. Do new - if sentiments are going down investigate and come back with a bang!

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5 Retention Rates

Retention rates are a long-term indicator of employer brand success. If top talent is not only attracted to but also stays with your company, it suggests that your employer branding accurately reflects the actual working experience. High retention rates mean that the promises made during the recruitment process align with the reality of working at your company, which is a strong endorsement of your employer brand to prospective global talent.

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Toufik S.

Recruitment Consultant / Talent Acquisition and Onboarding Specialist
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Yes Retention rates are a long-term indicator of employer and the best factor that ensure your brand ,attracting and retention system are healthy low turn over rate mean that people feel safe ,happy and engaged in their workplace envirement

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Marija Jurina

Senior Employer Branding Specialist at Spyrosoft
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Handling the retention is just healing the disease. I like to go to the source so that it will not come to the point when we have low retention rates. And for me that is EVP. Well done EVP, with proper communication about it, can do wonders. You will attract candidates that are just right for your company because they will come due to the fact that they agree with what you have to offer and what the company stands for. That means that as long as the company actually "lives" the EVP these people will not want to leave. In fact, they will become advocates. So be real with your EVP. Do not forget to implement it in the company strategy. Showcase it as much as possible. Check the EVP metrics, and adjust EVP every 4-5 years.

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6 Hiring Metrics

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you measure the success of your employer branding initiatives in attracting top global talent?

1

2

3

4

5

6

7

1 Brand Perception

2 Application Rates

3 Employee Advocacy

4 Social Engagement

5 Retention Rates

6 Hiring Metrics

7 Here’s what else to consider

Global Talent Acquisition

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How do you measure the success of your employer branding initiatives in attracting top global talent?

1

2

3

4

5

6

7

1 Brand Perception

2 Application Rates

3 Employee Advocacy

4 Social Engagement

5 Retention Rates

6 Hiring Metrics

7 Here’s what else to consider

Global Talent Acquisition

Rate this article

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