In this series, we'll guide you through a structured approach to help activate a strong employer brand.
In today's competitive business landscape, it's crucial for companies to not only attract top talent but also create a strong, unified brand identity.
Before diving into this, don't forget to address some common challenges organizations face when implementing change, such as limited budgets, the need for ROI justification, bandwidth constraints, and more.
Let's begin by answering a few key questions to establish our goals, objectives, and the required support:
Goals & Objectives:
- What are the primary "driver goals" the organization aims to achieve through talent acquisition over the next 2-5 years?
- What are the core business objectives needed to satisfy these primary goals?
- How will our efforts support the business in achieving these objectives?
Leadership Buy-in & Available Resources:
- Have we secured leadership buy-in and support? (list people and roles)
- Do we have clear and confirmed buy-in from Marketing? (are we united front/back)
- Do we have a partner strategist/influencer as part of our team? (internal or external)
- What level of confirmed support can we expect from Marketing, Leadership, etc?
- Who are all the stakeholders that will be supporting this initiative? (names and roles)
- How much workload will each person carry? What level of commitment can we count on?
- What tools and resources are available to achieve success? Are they confirmed?
With these questions answered, you'll have a solid foundation for your organization's employer brand activation journey to create a powerful employer brand that attracts and retains top talent.
Essential KPIs to Monitor and Measure
While quality of hire remains a crucial success indicator, it's vital to consider and measure other factors that demonstrate the effectiveness of an employer branding program - critical KPIs that you should track, monitor, and refine over time. An effective program should not only lead to increases in brand awareness, retention rates, and hiring manager satisfaction, and job application rates - but it should also result in decreased time-to-fill, cost-per-hire, advertising spends, cost of turnover, and cost of onboarding candidates into your company.
To ensure your program aligns with business goals and objectives, it's essential to analyze and measure your data continuously. Here are some valuable KPIs to track and the baseline questions to help you gather the necessary data:
Employer Brand Awareness:
- How many people are aware of our employer brand?
- What is the reach and engagement of our employer brand content on social media?
- What is our current rate/level of candidate satisfaction?
- What is the Net Promoter Score (NPS) from candidates who have gone through our recruitment process?
Hiring Manager/Recruiter Satisfaction:
- What is our current rate/level of hiring manager/recruiter satisfaction?
- How effectively are we communicating with hiring managers/recruiters throughout the process?
Time-to-Fill and Offer Filled Percentage:
- What is our current req aging, time to fill, and offer filled percentage?
Offer Acceptance Rate:
- What is our current offer acceptance percentage?
Quality of Hire and Cost per Hire:
- What is our current quality of hire and cost per hire?
Employee Turnover/Retention Rate:
- What is our current employee turnover/retention rate?
- How will we define C-suite satisfaction?
- How will our efforts be judged by the C-suite?
By tracking these KPIs and continuously refining your approach based on the data collected, you'll be able to build a robust employer branding program that directly supports your organization's business goals and objectives.
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