3 Key Metrics in Assessing Your Employer Brand

Posted September 20, 2017

You can probably easily identify your organization’s brand and its promise, but what about its employer brand?

Your employer brand is what you say you stand for as an employer, and its strength determines the company’s success in finding and holding onto employees, says Kristin Chapman, principal HR consultant at employee engagement platform DecisionWise.

“Your culture, behaviors of current and past employees, and the reputation of your senior leadership team create a message that can separate you from your competitors and cause you to stand out in the minds of your employees and your customers,” she says.

Like your consumer brand, the effectiveness of your employer brand can be measured. These 3 metrics are key indicators of how your employer brand is performing.

Turnover Rates

High turnover rates are a red flag that you might have an employee satisfaction issue that is your employer brand, experts say. If people are leaving your company — especially fairly soon after being hired – it may be that the reality of working there doesn’t match up with your brand.

“The brand must be an actual reflection of the work that goes on within the organization,” says Amber Hyatt, vice president of product marketing for SilkRoad, which develops HR software for talent management. “Misrepresenting the work leads to hiring employees who don’t fit well, misaligned expectations and a high turnover rate.”

Positioning the company as a market leader and offering a positive culture can help match the employer brand promise with reality, says Taylor Dumouchel, a hiring expert at Peak Sales Recruiting.

“The best employees seek respect, not just within their immediate teams but throughout the organization,” he says. “They want to work for companies that value what they do. Therefore, in order to recruit top talent, companies need to highlight their positive culture and underscore how they recognize how individuals are primary drivers for company growth.”

Productivity

Measuring productivity is a great way to assess employer brand effectiveness among current employees, experts say. Disengaged employees tend to be less productive; comparing productivity scores before and after employer brand initiatives can indicate whether your company holds up to what it promises, Chapman says.

“The simplest productivity score is a revenue-per-employee metric and is calculated by dividing total revenue by the number of FTE employees, and is best measured annually,” she says.

Focus on aligning between what you profess to be and the experience you actually provide your employees, Chapman says. When employees understand how their work fits into the bigger picture, they’re more likely to be engaged, especially if it’s aligned with the promise you make them before they’re hired.

Referrals

Current and former employees can be some of your best ambassadors for finding new talent.

“Employee referrals produce the highest-quality hires with high retention rates, and reduce both cost-per-hire and time-to-fill metrics,” Chapman says.
Take a look at your referral program and see how it’s performing. If it serves as a reliable pipeline for new employees, your employer brand is likely strong. If not, it may need some work, she says.

Ask your current employees if they would recommend your company as a good place to work, Chapman says. Typically included on engagement surveys, this question can give you insights into how current employees feel about your employer brand, and how it might perform in the future if they leave. Questions like these can serve as a barometer for how employees feel about the company as an employer and help you tweak your current employer brand.

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