Employer Branding
Employer Branding
Measuring the impact of your employer brand
23 OCTOBER 2023
Do you know what your Employer branding efforts actually generate? Unlocking the potential of your employer brand demands significant time and resources. That’s why ensuring that your investments lead to the outcomes you aspire to achieve is crucial.
So, how can you assess the results of your employer branding activities and transform data into tangible actions? In our 10th Employer Branding Talks, we discussed this hot topic with two experts in the field: Catherine Chamera, Product Marketing Manager from Visma Talent Solutions, and Vanessa Karlsson, Communication Strategist at LKAB.
Watch the event recording here.
From data to impact
To know if you’re on the right track with your employer branding activities, you must understand where and how you get the most value from your investments. This not only enables you to make data-informed decisions but also provides a solid foundation for discussions with HR managers, stakeholders, and other partners regarding budget, time, and resources.
However, evaluating employer branding success extends beyond presenting impressive figures; it’s about utilizing these metrics to steer your strategy and, ultimately, enhance the candidate experience.
“Our metrics serves as our compass. They guide us in our long-term work, provide insights to measure our success, and help us make wise decisions for the future.”— Vanessa Karlsson, Communication Strategist at LKAB
Measuring the strength of your Employer brand
Various factors influence an employer brand and is constantly evolving. In other words, you won’t have the foresight to predict each candidate’s journey or the audience’s perception of your new campaign. Nevertheless, you can analyze your challenges and potential gaps to tailor your actions and budget.
“An HR or employer branding specialist isn’t the sole role within a company responsible for cultivating a robust employer brand. It necessitates a collective endeavor from the entire organization to craft an exceptional experience for both candidates and employees.”— Catherine Chamera, Product Marketing Manager at Visma Talent Solutions
What metrics should you measure?
In employer branding, there are thousands of things you can measure. For simplicity, establish a single primary objective and then identify one or two secondary goals as a bonus. In this way, you ensure that your actions and measurements are closely tied to your primary goal. This data-driven strategy not only adds value for managers and partners but also helps you prioritize and optimize your employer branding efforts efficiently. Want more tips? Click here to access more practical advices from our Digital Specialists.
Five tips to kickstart your data-driven Employer branding journey
But how do you embark on this journey? Well, simply starting is the key. Below, we’ve summarized five tips from our speakers, Catherine Chamera and Vanessa Karlsson, to help you work more data-driven with your employer brand, even with limited resources.
Focus on your weak points first
Begin by identifying potential shortcomings in the candidate journey. Engage with individuals within your organization who can offer insights into the areas that require development and reinforcement. For instance, if recruiters receive minimal responses to their LinkedIn Inmails, you might need to enhance awareness of your employer brand through awareness campaigns. This approach allows you to form hypotheses that yield valuable insights on areas that require enhancement and how to go about it.
Understand your overall business goals
Create an understanding of your company’s overarching goals and purposes, and build your strategy with these in mind. Don’t be afraid to question and examine where your company stands now and how you want to stand out from competitors in the future. Should you focus on marketing or enhance customer loyalty?
Scrutinize your data
Examine your data carefully to understand where you may lose potential candidates. Do they visit the careers page but fail to complete their applications? Do they drop out after viewing specific pages? Once you’ve pinpointed potential issues in the candidate journey, it’s time to gather data that supports your theories. For instance, you can analyze user behavior on your careers page using tools like Google Analytics.
Education and patience are key
Dealing with a large amount of data and communicating it effectively to people in the organization who may not possess digital competence can be challenging. Try building a relevant case that aligns with your overall business goals. This makes it easier for others to understand the importance of your campaign and why you need a larger budget, for example. Lastly, it also works as a reminder that digital marketing is a reliable and vital channel for the entire company.
