What are your KPIs?
Not your data, not your metrics, but your KPIs. Your Key Performance Indicators. The things that say you are doing your job.
There’s a good chance you thought of how many followers you have, or how many videos you made. Maybe you (shudder) list your Indeed rating. Or your engagement rate on Facebook. Or how many employees share the links you put in front of them.
But if we’re trying to measure the things that define our job performance, do those things matter?
Maybe it makes sense to decide what our KPIs need to be before we figure out what ours are.
1: A KPI must have significance. KPIs must connect to your core goal. Metrics that are easy to collect or have no direct impact on the goal are potentially interesting, but cannot be called KPIs.
Not a KPI: Social media engagement rates. Number of followers. Open rates on emails. How many posts per week.
2: A KPI must have meaning. If a number goes up, we must be able to say that it is a positive or negative thing. If a metric changes and we can’t say that it is a good thing or a bad thing, it cannot be called a KPI. It’s input.
Not a KPI: Number of applications. Number of jobs posted. Videos created.
3: A KPI must be responsive. If we cannot take action to compel or influence a metric to go up or down, it isn’t a KPI. It’s the weather.
Not a KPI: Glassdoor score. Rankings. Glassdoor pageviews. NPS score. Stock price.
Did some of your standard metrics not make the cut? Did any?
One of the big issues is that we often steal our metrics from the marketing team. But that’s not fair. Notice that KPIs are functions of what our goals are. The metrics team likely has a single goal: create more qualified leads for the sales team. Or maybe even: create more sales. Everything leading up to the sale is a step in the journey. More steps forward equal more sales. The KPIs are easy to select because they are anything we can make happen that moves someone forward in the sales journey.
If we want to understand our real KPIs, the ones that ensure that we are effective in our job, we need to define our goal.
Have you defined employer brand? Have you established what it’s FOR? Does your boss agree?