Many companies either don’t measure any employer branding metrics or get lost tracking too many that don’t align with their goals.

But do you truly know how effective your employer branding efforts are? If you’re just guessing, you could be missing out on valuable insights that could take your recruitment strategy to the next level.

So today, we’ll dive into three short case studies that highlight the key employer branding metrics every business should consider based on their specific objectives.

Company X: Attracting the Right Talent

Let’s start with Company X, a startup that has quickly built a solid employer value proposition and is now looking to attract top talent.

The first metric they track is the number of open applications they receive over time.

A consistent increase in this number suggests that their employer branding efforts are resonating with job seekers.

But quantity isn’t everything. To gauge the quality of candidates, Company X focuses on three crucial metrics:

1. Applicants-to-Interview Ratio: This is the number of candidates selected for interviews compared to the total number of applicants. It helps gauge how well their branding attracts suitable candidates.
2. Average Job Performance Scores of New Hires: This measures how well new employees perform in their roles, providing insights into the quality of hires.
3. Hiring Manager Satisfaction: While this might seem unrelated at first glance, hiring managers provide firsthand insight into the quality of new hires. Company X quantifies these insights through standardized surveys.

Company Y: Increasing Employee Satisfaction

Next, we have Company Y, an established organization focused on boosting employee satisfaction.

They track two robust metrics:

1. Employee Retention Rate: This is calculated by dividing the number of original employees remaining by the total number of employees at the beginning of a six-month period. A high retention rate indicates strong employee satisfaction.
2. Employee Referral Rate: Content employees are more likely to recommend their company to friends and acquaintances. This metric can be tracked as either an absolute number or as the ratio of applicants by referral to the total number of applications for any job opening.

In Company Y’s case, both metrics were declining, prompting the need for deeper, qualitative insights.

They turned to two additional metrics:

1. Employee Engagement Rate: This is measured through anonymous surveys that allow employees to provide honest feedback on their engagement levels.
2. External Job Reviews: By monitoring reviews on sites like Glassdoor, Company Y gains external perspectives on their employer brand and employee satisfaction.

Company Z: Reducing Talent Acquisition Costs

Finally, let’s explore Company Z, which faces significant budget cuts and needs to reduce talent acquisition costs.

Recruitment is a major HR expense, so they track the following metrics:

1. Cost per Hire: This includes both fixed costs and the time spent by the hiring team, providing a clear picture of the financial investment required for each hire.
2. Time to Hire: This metric measures the duration from job posting to hire, helping Company Z optimize their recruitment process.

Additionally, Company Z tracks the Source of Hire and Employee Referral Rate to understand where their best candidates are coming from, allowing them to allocate their budget more effectively.

A strong employer brand positively impacts all these metrics, leading to lower acquisition costs across the board.

Aligning Your Employer Branding Metrics with Your Goals

One of the best ways to boost your employer branding metrics is by showcasing your authentic employer brand through employee-generated video content.

That’s where EditMate comes in – we make it easy to create and share compelling videos that highlight your company culture.

The key to successful employer branding metrics is alignment. Choose metrics that reflect your specific goals, whether that’s attracting talent, improving satisfaction, reducing costs, or a combination of these.

Remember, it’s not about tracking everything – it’s about tracking the right things!