We’ve talked quite a lot about employer brand and employee value propositions lately at Hundred5, and for a good reason. If we’ve convinced you to pay more attention to your employer brand, it’s time to move on to the next step. Now that you’re working hard to become a more desirable employer, you should measure how well you’re performing.
Why you should measure the effectiveness of your employer brand
Even though many business owners think that employer brand is difficult to measure, it’s far from impossible. The main reason for measuring is to establish what is working and what is not and how much the employer brand has an effect on the most important hiring metrics.
The basics of measuring your employer brand
To start off with measuring how effective your employer brand is, let’s tackle some things that are not so easy to quantify.
First off, check the comments on Glassdoor to see what current and past employees have to say about your company. There’s also an option for potential employees to leave comments – those who only interviewed but never got hired. This means that besides your employer brand, you should also make sure that your interview process is quick, efficient and pleasant for the candidates.
Second, go to Payscale and ensure that the information provided there is accurate. This website will show the salaries in your company and stack them up against the average for the same positions across the country. Before they even find out what a position pays, the candidate may check Payscale and give up on applying if the numbers are too low, so ensure that the data is accurate.
Third, look around for mentions of your company on social media and the kind of comments that people are posting. Doing this manually will take quite a bit of time, so you can use a tool such as BrandMentions to check all mentions of your company’s name.
Now, onto more solid data. Take a glance at your Google Analytics and view your careers page. How much traffic does it get? Where does the traffic come from? Are there spikes when a certain position is put live on the website?
Moreover, make sure that the number of page views correlates with the number of applications. If there’s plenty of views but not too many applications, that means that something is wrong with the job ad.
Using Google Analytics, you can also dive deep into other relevant metrics. For example, you can take a look at the demographics of people spending time on your careers page. In this way, you’ll be able to see if your potential candidates belong to your desired age group or location.
Setting your KPIs and measuring
If you have the basics of your employer branding measurement in place, you can move on to some more relevant metrics. Determine the KPIs which are relevant to you and track them as you hire new employees. If you want to learn the most important recruitment metrics and how to determine them, you can check out our article here.
Retention rate is the first metric to keep in mind. While it cannot be measured if you just started recruiting new staff, it’s important to keep an eye on it in the long run. This is the number of candidates that you hire and that remain working for your company after a certain period of time.
Needless to say, the higher the retention rate, the better for you as an employer. In other words, happy employees will stick around longer and contribute to a better employer brand. High turnover will result in more money spent on re-hiring for the same positions.
Quality of hire is the benchmark for how well a candidate you hired is performing. At the end of a certain time period (six months, one year), you should determine a set of metrics that define your employee’s quality. For example, job performance and cultural fit. Assign a score for each quality and divide the total score by the number of metrics to get the quality of hire. By establishing a value for quality of hire, you’ll be able to set standards for future hires, as well as spot any underperformers.
Cost per hire is one of the most important metrics to track, especially for startups strapped on cash to spend on hiring. This is the overall cost of sourcing, hiring and onboarding new staff members. In the long run, your main aim should be to decrease this number as much as possible, by learning from your experience and implementing the latest trends in HR, such as automating your pre-employment testing.
Number of applicants is always important, although it’s not the ultimate indicator of employer brand. The higher the number of applicants, the better your employer brand should be. However, if 1,000 candidates apply and only 2 of them are the right fit, this metric is not all that relevant. Which brings us to our next point…
Applicant to interview ratio is the number of candidates that apply compared to the number that gets a scheduled interview. The overall average in the USA is around 12%. Both too many and too few interviews means that something is wrong in your hiring process.
Time to hire is the number of days from posting your job ad to officially hiring a new employee. The amount varies across industries and countries, but one thing’s for certain. The longer you have an unfilled position, the more it will hurt your bottom line. Naturally, you want this number as low as possible.
Things may not go as planned
When measuring the effectiveness of their employer brand, companies usually face one of two outcomes – they’re either surprised by how well or how poorly they’re doing. If you’ve had nothing but success – great work! On the other hand, if your employer brand is nothing to brag about, don’t fret.
First off, think about your most difficult positions to fill, as they’re probably the most important. If you’ve set out to hire for 20 different positions at different skill sets and levels of seniority, you cannot aim at all applicants with your messaging. That’s why you should focus on senior positions first. Once those are filled out, younger talent will be easier to attract when your ranks are filled with more experienced workers.
Your messaging is one of the most important pieces in the overall employer brand puzzle. For example, if your main employee perks include tap beer and ping pong tables, don’t be surprised if you can’t attract senior employees who put more value in things like health insurance and parental leave.
Moreover, you should try to improve your candidate experience. How many candidates become employees doesn’t just depend on applicant quality – it’s also up to your company. The experience during the hiring process can make a great difference in the number of accepted offers and cut down your time to hire and cost of hiring.
Finally, embrace new technologies. The way we hire and get hired hasn’t changed much in the past several decades, unfortunately. On the bright side, there is a plethora of tools nowadays to make your hiring quicker and more efficient. From sourcing tools to all-round applicant tracking systems, processes that took weeks can now be done in hours thanks to smart tech. For every process in your hiring pipeline, do some research to find out if it can be done more efficiently.
Measuring the effectiveness of your employer brand is the only sure-fire way to know if your employer branding efforts are paying off. By measuring your performance, you’ll be able to improve your processes and hire more employees in less time. Whether the results will please you or not – it’s important to measure first.