A few days ago we organized an Employer Brand webinar and one of the most frequent questions we get is how to measure the management of employer branding, what KPIs to consider.
There are several indicators that can be useful for measuring the management of your Employer Brand. To choose the most suitable indicators for your company, we invite you to answer these questions
1) Where is the biggest pain of your company today? Is it in attraction or retention/engagement?
2) If your answer was in attraction, I invite you to ask yourself…
- Who are arriving (applying) to my company today? Do people proactively apply? Is the type of profiles I receive aligned with what I am looking for? If you're looking for qualified, SR profiles, it's very important to pay attention to quality rather than quantity.
- Another point to consider is the number of accepted offers/extended offers. The higher the conversion, the perception of the EVP is positive and valuable for the target audience.
While if your biggest pain as an Employer brand is in retention/engagement, some of the questions that can help you define your KPIs are
- Employee turnover rate: Although this KPI is not exclusive to the employer brand, it could be a good indicator of employee satisfaction and commitment to the company. I suggest careful analysis of this KPI: companies that pay above average can have a low turnover because people don't leave because they don't have the option to match the economic proposal, even if they are not comfortable with the company culture or job duties.
- Turnover rate of high-performance employees: Some degree of turnover is healthy for companies, so sometimes it is preferable to look more at the turnover itself, the turnover of top performers, as if the company is systematically losing top performers, it is a "red flag" to consider.
Another interesting data to look at - used mostly in large companies is the Net Promoter Score (NPS) which measures how willing employees are to recommend the company as a good place to work.
There are many other indicators that can help you to measure the management of the company, like the average duration of employees in the company, the index of people who leave before completing a year, the time it takes to fill a vacancy and many others.
Don't try to measure everything from day zero, choose 2 or 3 that are the main challenges of your company today and take action Are you up for it?
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Leer "KPIs para medir la gestión de Marca Empleadora" en Español