Know Which Employer Branding Metrics are Useful for Measuring Success

HR Tech Outlook | Wednesday, October 09, 2019

Optimistic employer branding helps to attract and retain quality employees that are critical for business success and development.

FREMONT, CA: Having a strong employer brand sets an organization apart from the competition. The brand reflects the business culture and beliefs, as the current and former employees see it. Based on their experience, the candidates can see and react to it if it is genuine. In today's job market dominated by applicants, creating a highly successful employer brand is essential for a company to recruit the best-skilled people and retain existing staff.

Employer Branding Goals

• Creating an Employer's Good Reputation: One of the main aims is to build a reputation as an employer for businesses focused on workplace branding efforts. It helps companies to differentiate themselves from their rivals and demonstrate their particular purpose, values, and culture.

• Attract High-Quality Applicants: It is a well-known fact that employers will try to attract high-quality applicants, and that is a great way for company branding. Most companies depend on labeling employees for the best job applicants.

• Reduce the Overall Hire Price: A strong employer brand can help significantly reduce the cost per hire by up to 43 percent or higher. Firms with a good reputation as an employer get more people who are better able to fit and therefore lower the overall cost of the job.

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Branding of Employers for Measuring Success

• Quality of Candidate: Recruiting a high-quality candidate is time-consuming. As per the recent studies, a strong employer brand receives 50 percent more qualified applicants, but how do recruiters assess and benefit from their quality? In addition to results obtained from the pre-employment tests used for testing and evaluating candidates, recruiters can determine an average of about 12 percent of the applicants to the interviews. The more quality candidates a hiring manager has, the more excellent the choice they have, and the higher the chance that is taking the right option.

• Cost Per Hire: The prices per hire are determined by hiring fees, pre-employment assessments, advertising, and more, and gradually rises in scale. A strong employer branding will help in reducing the hire costs. When a company achieves recognition as a top employer, more applicants come directly to the organization, and those applicants always fit better for the organization because they know exactly what it means. Recruiters will spend less time and, of course, less money in seeking ideal people for open positions, as more high-quality candidates arrive.

• Brand Awareness: Although brand awareness is a little more abstract than branding metrics by more observable employers, it is crucial to know how many people see an organization as an employer. The better known and well-loved the business is, the hiring of high-quality employees is more likely to attract as an ideal employer. By monitoring the social media mentions and interactions, an organization can develop a better understanding of brand awareness and sentiment—meaning how people feel about the company as an employer.

• Hiring Source: Measurement of recruitment sources helps employees to know what are the most effective and less productive sources of procurement. To calculate the recruiting source, decide where the bulk of hires come and evaluate how effectively the resources have been allocated. Finding the primary cause of hiring can be beneficial, which will provide the right resources at the right place.

• The Number of Open Applications: Monitoring the number of candidates applying for open positions is indeed helpful. By adding this option to the career site of any organization, the recruiters can be sure that people who are sending an application in an open form know about the employer brand. The analysis of the number of applications also gives an idea of the popularity of the business as an employer if an employer focuses on building a good employer brand, which will eventually increase the number of open applications.

• Acceptance Rate of Offer: Measuring the offer acceptance rate is advantageous for employers for many reasons. While it tracks the progress of recruitment efforts, it also shows the number of applicants who refuse offers. Employers can measure and supplement the acceptance rate by looking at the reasons for rejection. Ask for feedback and know how you are not the boss of applicants who reject the job offer.

• The Satisfaction of Hiring Managers: Measuring the pleasure of hiring managers will allow employers to assess how to draw applicants and how good the cultural match they are. Another way to measure the satisfaction of hiring managers consists of submitting surveys to find out how pleased managers are with the applicants' employers hire.

• Experience of Employees: Another critical aspect of employer branding is how well the knowledge of the worker relates to what sort of employer the organization considers to be. While there is no equation for measuring an employee experience, employers can still calculate and benefit from it. A lot of companies collect data from employee surveys and exit interviews to gain helpful feedback. When an employer finds out that the employee's experience varies from what an employer is trying to provide, it could be time to change the employer brand and express it.

• Referral Rate of Employees: A study shows that, while only seven percent of applicants earned references, they still provided more than 40 percent of new hires. Employee referrals help reduce costs per hire and increase retention rates – so many businesses calculate referral rates. Employers can know how well they communicate the product internally and externally by identifying the number of employee references.

• Retention Rate of Employees: Staff comes and goes, particularly in the competitive labor market today. Most businesses are finding ways of reducing revenue and through loyalty to grow their employer brand for a change. Many studies indicate that retention rates are the most widely used marketing metrics for employers. That makes sense because it is easy to measure and provides a great deal of insight through interviews with workers who leave. Know more about the perceptions of the workers before they leap and use what you know to enhance the marketing and retention of your employees.

• External Reviews: It is always a good idea to evaluate and learn from the online presence of the company. Many websites offer overall company ratings, CEO ratings, former and current employee feedback, and information that are much more useful that employers may take advantage of to inform the employer's marketing strategy.

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