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Employer Brand Headlines: The "Save It For Later" Edition (#92)

Employer Brand Headlines: The "Save It For Later" Edition (#92)
My mission: Help you understand your employer brand better and make it work for you.

In this issue
  • What are the right KPIs?
  • It isn’t about you
  • Why people leave
  • Who’s producing?
The big idea
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.
[case in point: this article lists recruiting metrics (there will be no surprises) that are all gameable and seem not to understand what the goal is]
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?
Scary thought, right?
So many employer branders are working VERY HARD to “increase brand awareness.” Go get yourself a chicken costume and a ticket to Times Square and you’ll have plenty of brand awareness. What good did it do you?
Many employer branders are losing sleep over what people say about their brand. Why? The folks at Goldman Sachs slept great (on piles of used $20 bills, no doubt) even when public sentiment declared them evil for all but working junior analysts to death.
Plenty of employer branders are exhausted trying to attract more applicants when their recruiters are drowning in submissions.
If you haven’t defined your goal, you can’t define your KPIs. All you can do is measure the effort you are applying to get nowhere.
Employer Branding Isn’t about You – It’s About Your Audience
Dissonance Disaster: When Employer Brand And Talent Brand Don’t Align
Performance Marketing? No-One Knows Anything
Why your best employees are leaving and how to stop it
4 Actions Transformational Leaders Take
Remote Video Producing 101
How to Transform Your Internal Recruiting Strategy
How to Think: The Skill You've Never Been Taught
Quick hits
Tip of the week
You know what makes you special, right? Great! Can you map what makes you special relative to your biggest competitors? Can you help recruiters make the contrast between you and some other company crystal clear? Create a “compare and contrast” map of what you offer and what others offer. That might mean praising the competitor, but it gives you a chance to solidify your brand position (and help your recruiters advocate for the brand even more effectively).
Inside the fortune cookie
“There are many futures and only one status quo. This is why conservatives mostly agree and radicals always argue.” - Brian Eno
This is not a commerical
Thanks, everyone!
We’re about to hit 800 links in the link archive.
And as always, when you reply to this email I will read your questions and comments. Is there any article I should be commenting on? A book? A podcast? Is there something you what to know? How can I help? Just reply to this email and it comes directly to me.
Cheers and thanks!
-James Ellis (LinkedIn | Twitter | Podcast | Articles)
Where the subject line came from:
English Beat: "Save It For Later"
English Beat: "Save It For Later"
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James Ellis, Employer Brand Nerd

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