It’s our last issue together on this topic, pour one out. 😢
The February topic of Try Catch Essentials is Employer Branding.
Try Catch Essentials are:
- For HR leaders, recruiters, founders and hiring managers
- Handpicked essential reading on important topics in HR and Tech
- Sent to you in 4 easily-digestible issues per month
Those with casual curiosity about Employer Branding Measurements are hard pressed to find anything to hold onto from online search results - we know, we looked.
Alas, such is the struggle in 2020: topics with massive LinkedIn #communities yield search results padded by SEO’d content marketing articles. Surely, an expected state of things considering the internet isn’t a free service.
However, have no fear, Marian and I have sifted through, boiled down and served up our best advice to understand measurement basics of Employer Branding in this issue of our free newsletter!
Employer Branding Data can be sliced in myriad ways to try to uncover what values are important to quantify and what decision-makers and stakeholders are interested in.
Knowing what to measure and how to present it is a quandary shared by many departments when compiling reports, but because employer branding is so intersectional - utilizing choice measurements often comes down to company specifics and the background of the EB owners.
Ensuring that an EB strategy aligns with the trajectory that a company is pursuing will determine which types of KPIs to focus on during any given phase, for example if a company is enjoying a sustainable growth - the EB manager might evaluate that the best use of their time and resources are spent on monitoring and investing in retention measurements.
Retention Measurements can be a combination of marketing, talent, EX and HR metric tracking, such as: detailing turnover KPIs, employee benefit distribution rates, employee referrals, et cetera.
Quality of Candidate Attraction
can be a focus when a company is expecting to enter a growth period, tracking initiatives can be shifted to: monitoring candidate attraction
KPIs in relationship to quality of candidates
KPIs, re-evaluating EVPs
, as well as time to fill
resulting in improved business productivity
These are just two examples of perspectives that can be monitored by interdisciplinary EB measurements - it’s up to the initiative of the strategy and the of the EB management to determine what should be focussed on at key phases, however the key is that focus must be had.
If measurements are shifting constantly, reflections on the data will be difficult to draw - then we start missing the point of EB: to accurately understand and portray the employer and the employee relationships which has been differentiated from competitors.
Read on to learn some examples of how you can begin to look at how branding can be measured and some great examples of key measurements I gleaned from a conversation I had with Nate Guggia this week.
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