Six Ways to Measure the Impact of Your Talent Brand

measure-talent-brandIt is critical that the impact of every HR initiative be backed up by cold, hard numbers. If your company is considering investing in your talent brand strategy – after all, the benefits of a robust talent brand speak for themselves – then you need to ensure you can gauge how well your efforts are working. And if they’re not, you need to course-correct and adjust your messaging or marketing to achieve your branding goals.

Effective measurement of talent brand doesn’t happen overnight, though. First, you must clearly define from the outset what you want to measure. As you plan your branding efforts, you need to keep an eye on how you can measure your initiative and what you’ll do with the information and data once you have it.

No matter what your ultimate recruiting goals may be – whether to improve cost per hire, quality of hire, talent retention or some other objective – there are a few standard measures to determine whether talent branding efforts are hitting the mark:

  1. Website traffic: You’ve invested in developing a killer careers site, but if no one is visiting to search for openings or find out more about your company, then it’s not doing its job effectively. Tracking website traffic will give you a sense of who is visiting and that information that interests them. You can determine which pages are the most popular or the regions drawing the most visitors. With this data in hand, you can adjust the site as needed to attract and keep the attention of your most sought-after candidates.
  2. Candidate feedback survey: A lot of press is given to the employee feedback survey as a means to measure employee engagement. But if you want to gain a sense of how your company is perceived as an employer, then you may want to consider conducting a candidate survey. You can ask questions that will get to the heart of how your talent brand is faring, such as how the candidate was treated during the interview process and what the overall candidate experience delivers.
  3. New hire surveys: Similar to the candidate feedback survey (and even more likely to provide a high response rate), a new hire survey can give you valuable information about the hiring process, including any challenges that new employees face. Although most new hires will have had a good experience, by identifying the ones for which the talent brand strategy fell flat, you can take immediate action to rectify the situation and avoid a potential early exit.  
  4. Awareness and ratings: Just as companies examine how much consumers are aware of their brand – and how highly they rate it – so too can you gauge the level to which candidates are aware of your talent brand. Taking a page from the marketing department, you also can use a ratings scale similar to the Net Promoter Score (NPS) by asking employees how likely they would be to recommend your company to a friend. With insight into your ratings, you can determine whether your talent branding efforts are having the effect you want both within and outside the organization.
  5. Quality of hire and employee retention: You can use your existing HR metrics, such as quality of hire, employee retention rate and cost per hire, to measure how effectively your talent brand is working in the marketplace. If you are consistently able to attract top-notch passive candidates as well as retain your top talent, then your talent brand likely has a strong appeal and a positive perception among candidates.
  6. Engagement on social sites: An effective talent brand strategy doesn’t rely on one-off communications but rather builds relationships with candidates over time. Today’s social networks allow for employers to engage with talent in a variety of ways and on a variety of levels. These social sites provide a simple way to measure how engaged your candidates are by delivering metrics like page views and shares right to your inbox. You can use this data to adjust how you reach talent and what messages you use to connect.

Experts agree – your company’s talent brand can play a significant role in your ability to hire great talent. But if you don’t know where your brand stands in terms of engagement with candidates, new hires and long-term employees, then you can’t make adjustments, large or small, to improve your brand’s effectiveness. Finding ways to measure the impact of your talent brand will give you the data needed to ensure your company’s talent brand is positioned to find and hire the right talent for your organization.

 

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