How to measure your employer brand success?
There is a saying attributed to Peter Drucker: If you cannot measure it, you cannot manage it. You had better heed this saying and give up making guesses and taking actions based on estimates.
There are many points where you can measure how much progress you have made in employer brand management. 9-12 months after proceeding to the implementation stage, how much of the target results have been achieved, what has changed, and what needs to be changed should be measured. The top management team, just like they control the financial results of the company every period, should also examine employer brand management results. The following are example measurements, but you can develop other tools and measurement that suit your company.
- The employer reputation outside: New graduates + professionals + local community (You can measure your image and attractiveness as an employer. You may include improvements coming out of this research into the KPI’s of the resourcing team and of your agency.)
- Rate of direct applicants and recruitment without using an intermediary firm.
- Rate of new candidates coming with existing employee referrals.
Candidate experience is a topic that is still overlooked in many countries. The 2015 results of the Talent Board Global Candidate Experience Research(2) are as follows:
Of those candidates who had a negative experience,
- 33% say that they would share this on social media and;
- 41% say that they would withdraw from the process of their own will and prefer to apply to other companies.
In addition to the fact that you will lose almost half of your candidates throughout this process, one-third of them will share their negative experience with the public.
Of those candidates who have a positive experience,
- 62% say that they would enhance their engagement with the company’s products/services and network and;
- 62% say that they would apply again and;
- 78% say that they would recommend the company to others.
- Recruitment metrics- Ex: qualifications, unit managers’ satisfaction by the newly recruited employees, etc.
- Job offer / acceptance rates
- Employee diversity
- Number of tribunals
- Orientation experience (separate questionnaires to be filled in by the employee, his/her mentor and the relevant department’s manager)
- Internship experience (separate questionnaires to be filled in by the interns and the department’s managers that employ them)
- Social media analysis
- Exit interviews
- Employee turnover rates – such details as why and where the employees you do not want to lose go.
- Employee engagement – You can measure this with simpler questionnaires without asking 100 questions.
- Internal customer satisfaction – interdepartmental communication, interaction and service satisfaction.
- Sickness / absenteeism rates
- Net Promoter Score – Recommendation rate with a scale of 1 to 10. You can collect more information with two open-ended questions following the question “How likely are you to recommend working at your company to a friend?” than you can, with a 100-question satisfaction questionnaire. It would be sufficient to ask “Why did you give this score?” and “What can we change?” as follow up questions. We are able to analyse open-ended questions very effectively by means of an analysis programme we developed at Realta Consulting.
- Business results: utilization, release of new products, the employees’ spending their working hours more productively, etc.
- Relations with former employees: EY often organizes networking events with their former employees (those who retired, resigned, presently working in other companies or not). They come together with their former employees who left years ago.
You can measure the activities of all the functions, processes, perception, reputation, in short, everything. When you measure things, it will be easier to improve and manage them, but what really matters is measurement of the “really important” things. There is no need to collect information that will not serve you.
As a person who likes technology and smart systems, I recommend that you use IBM Smarter Workforce or some of its modules. It will enable you to make instant measurements on various subjects from candidate management to employee analysis, making it easier for you to take actions.
You can download the Employer Brand ebook here: http://lp2.aliayaz.com/