Measuring effectiveness2

How can we measure that…? The age-old question in the marketing world.

We get it, our clients want to know whether their investment is generating them valuable ROI. Scratch that, we want to know about ROI too. Employer Brand campaign measurement tells us if our creative and strategic thinking are having the effect we intend. It can help us to understand if the channels and platforms we’ve chosen are helping us to deliver value. However, a recent CMO Council survey of senior marketing executives found that more than 80% were dissatisfied with their ability to measure marketing ROI, and fewer than 20% of the respondents said their companies employed meaningful metrics (Harvard Business Review).

Why then, is measuring campaign success often such a challenge? In this blog I’m going to tackle some of the common pitfalls…

Having unclear objectives

What are you trying to achieve? If you don’t define this at the start of your campaign, it will become much harder to retrofit metrics further down the line. It’s crucial to decide what and how you’re going to measure in the planning phase of your campaign.

Trying to measure too many objectives

Google Analytics will give you a wealth of data and it’s easy to be overwhelmed by it all – it’s very easy to fall into the trap of trying to capture too many metrics. Focus on what’s important to you – what does a successful result actually look like? Then select the metric(s) that reflect that. Define your goal first, and choose the measurement tool second, not the other way round.

I can’t measure that!

How can I measure a feeling? Admittedly it’s considerably harder to measure some things than others, but that doesn’t mean that the channel is less effective – it’s just harder to show whether it is or not. And this is where we get into the grey area of measurement, the art behind the science.

Feelings are less quantifiable than ‘number of visitors on my webpage’ for example. Just because someone likes your brand a bit more having seen your campaign doesn’t automatically convert to clicks. And it’s often impacted by multiple different factors. An employee may well have read your leaflet on wellbeing but have had to work late every night that week. Social listening tools, pulse surveys, in app surveys and sentiment analysis are all ways to help with this and you could consider using them as a way of measuring your campaign.

If you are measuring overall sentiment, you’ll need to view these as part of the bigger picture and work with your wider marketing team to understand what else may have had an impact on your measurements.

Being unrealistic

How to measure how many people have walked past a billboard, and thought ‘yes, I want to apply’? Likelihood is that your media provider will have told you how many people drive past it every day, and how many impressions you’ll receive in the planning phases, but it will be very hard to tell who has taken a direct action off the back of it. This doesn’t mean you should discount it from your marketing mix but be realistic about what information will be available to you. As an example, billboards are great for awareness raising, and impressions might be right metric for that goal.

Not sharing, using or learning from your results

All too often, results aren’t shared, meaning that learnings aren’t taken forward into other campaigns. Make a point of sharing your learnings so future team members can avoid making the same mistakes. Additionally, by analysing your results in real time, sometimes you can optimise your campaign as you go, improving its efficacity.

In conclusion, build measurement into your planning. Knowing what, how and when you measure will set your own and your stakeholders’ expectations. Don’t avoid measurement just because it’s hard – consider using different measurement tools and be realistic about what results can be achieved. And finally, share your results, so your team and others can learn from them.

Planning a campaign but don’t know where to start with measurement? As a self-confessed spreadsheet lover and Google Analytics aficionado, get in touch…

In today’s competitive job market, your employer brand plays a crucial role in attracting and retaining top talent. It’s not just about looking good on paper – it’s about creating a company culture people genuinely want to be a part of. And in a world where resources are often stretched thin, it’s more important than ever to make sure you’re doing more with less. That’s where employer branding Key Performance Indicators (KPIs) come in.

By tracking the right KPIs, you can ensure your employer branding efforts are aligned with your business goals and generating real, tangible results. Think of it as finding the most efficient route to success – getting the most bang for your buck while improving your bottom line.

What are employer branding KPIs?

KPIs are measurable values that help companies track the success of their efforts. In the context of employer branding, KPIs are metrics that show how well your brand is doing in attracting, engaging, and retaining top talent. They help you understand what’s working and what’s not, and they guide your decision-making.

Tracking the right KPIs is vital as it allows you to allocate resources wisely, prioritise the areas that need attention, and focus on the strategies that are delivering the best results. A little investment in measuring the right KPIs can pay huge dividends in the long run – helping you attract quality candidates, improve retention, and create a brand that stands out in a crowded market.

Employer branding KPIs you can’t afford to skip

Here’s a breakdown of the most important KPIs to track in your employer branding efforts:

Talent attraction and recruitment metrics

• Application conversion rate: This is the percentage of job seekers who apply after viewing a job post. A higher conversion rate suggests that your employer brand is enticing potential candidates to take the next step. 88% of job seekers consider an employer’s brand before applying for a job, so getting yours right is critical to scoring well here. Tracking your conversion rate can help you optimise your job listings to attract the right talent. (Source: Vouchfor.com, 2025)
• Time-to-Fill: This metric measures the time it takes from posting a job to hiring a candidate. A long time-to-fill can indicate inefficiencies in your hiring process, while a shorter one suggests your recruitment efforts are on point.
• Quality of hire: This KPI evaluates the performance and retention of new hires. It’s essential because hiring the right candidates isn’t just about filling positions quickly – it’s about finding people who will thrive in your company culture and stay for the long-term.
• Candidate experience score: How do potential hires feel about your recruitment process? Tracking this score allows you to gauge candidate satisfaction and identify areas for improvement, which can significantly impact your employer brand’s reputation.

Employer brand awareness metrics

• Career site traffic: Tracking the number of visitors to your career site helps you understand the reach of your employer brand. More traffic often means greater awareness and interest in your company, which is a great sign of your brand’s appeal.
• Social media engagement: Likes, shares, comments, and interactions on your employer branding posts indicate how well your brand resonates with potential candidates. It’s important to monitor how your brand is being received on platforms like LinkedIn, Instagram and TikTok, as these can be powerful tools for recruitment.
• Employee reviews and ratings: Reviews on platforms like Glassdoor and Indeed offer valuable insights into your employer brand from the people who matter most – your employees. These reviews can show where you’re excelling and where there’s room for improvement.
• Employer Net Promoter Score (eNPS): This measures how likely employees are to recommend your company as a place to work. A high eNPS means your employees are happy and willing to advocate for your brand, which is a powerful tool for recruitment.

Employee Retention and Engagement Metrics

• Employee retention rate:This metric tracks how well your company is keeping talent. A strong employer brand that supports employee growth and satisfaction can help reduce employee turnover by as much as 28%. (Source: dsmn8.com, 2024)
• Internal mobility rate:This KPI reflects the opportunities for growth within your company. High internal mobility is a sign of a healthy work culture where employees feel they have room to grow.
• Employee engagement scores:Regular surveys can give you a snapshot of how engaged your employees are with your company’s culture and mission. Higher engagement (which will come naturally with a stronger brand – sometimes by up to 20%) means your brand is likely creating a workplace people want to be a part of. (Source: Vouchfor.com, 2024)

Why these KPIs matter

So why track all these KPIs? The answer is simple: it lets you make decisions driven by real data. 72% of recruiting leaders around the world agree that employer branding has a significant impact on hiring. By understanding where you stand on key metrics, you can allocate your resources more effectively, targeting high-impact areas which need attention. (Source: Vouchfor.com, 2024)

• Prioritisation of high-impact areas: Not every part of your employer branding strategy will deliver the same results. Tracking KPIs helps you identify what’s working and where to focus your efforts – ensuring you’re not wasting time or money on initiatives that aren’t bringing value.
• Cost savings & ROI: A little investment in tracking and optimising your KPIs can result in huge savings in the long run. For example, a strong employer brand can reduce recruitment costs by up to 50%, while also speeding up the hiring process. That’s money back in your pocket and less stress on your HR team. (Source: Vouchfor.com, 2024)
• Competitive advantage: Employer branding is a powerful tool in attracting top talent. By tracking KPIs, you can continually refine and improve your strategies, building a stronger brand that stands out in the job market.

Optimising employer branding efforts with limited resources

You don’t need a massive budget to make a big impact with your employer brand. Here are a few ways to optimise your efforts and get the most out of your limited resources:

• Employee advocacy: Encouraging employees to share content on LinkedIn, Instagram, and other social media platforms is one of the most cost-effective ways to promote your employer brand. Employees’ authentic stories carry more weight than corporate messaging and can help you reach a wider audience.
• Automate and streamline processes: Use tools to help you track and analyse your recruitment, social media, and employee engagement metrics. Automation saves time and ensures you’re always on top of your KPIs.
• Focus on organic growth: Enhance your career site’s SEO, showcase your company’s culture through storytelling, and be transparent about your values. These efforts can create traffic and help attract the right candidates without spending a fortune on paid ads.
• Repurpose & reuse content: If you’ve already created content for your recruitment efforts, repurpose it! Use the same blog posts, videos, and testimonials in different formats and across different channels to maximise their reach.

In conclusion

Tracking KPIs is crucial to the success of your employer branding efforts. By measuring the right metrics, you can ensure your recruitment, retention, and brand awareness strategies are aligned with your business goals. And you’ll be able to do all of this with minimal investment.

A little time and effort spent tracking your KPIs can lead to huge benefits in terms of cost savings, improved efficiency, and a more attractive employer brand. In the end, it’s all about doing more for less. And with the right approach, you’ll be on your way to building a brand that not only attracts top talent but keeps them around for the long haul.

Want some help?

If you feel you’d like some help, support or even a little chat around your employer brand KPIs or other aspects of your employer brand and talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a Zoom call.