While measuring employer branding has become a common practice, are we truly capturing its essence? Often confined to surface-level metrics like website hits, candidate numbers, or accolades in workplace rankings, your current measurements may be overlooking key aspects of significant value. Did you know that 75% of job seekers consider an employer’s brand before even applying for a job?
Missing the Long-Term Landscape
While short-term metrics may give you a quick pulse on your employer brand's immediate standing, they fail to recognise the enduring effects that linger over time. The critical facet we tend to overlook is the sustained engagement and awareness of our own employees. A profound connection between the staff and the core essence of the employer brand is essential. Studies underline that without a clear grasp of the brand's purpose and values, employees are hindered from advocating for it externally. Disregarding the most valuable asset could spell a considerable loss for the organisation. Did you know that candidates trust the company's employees 3x more than the company to provide credible information on what it's like to work there?
The Enduring Reputation
Like a river etching its course over years, your employer brand's reputation is shaped gradually. It's not a phenomenon that unravels overnight; rather, it's a product of careful nurturing and constant monitoring. Employers must recognise that the brand's reputation is a living entity, one that demands vigilance and cultivation. Measuring how stakeholders perceive the company's reputation is important to consider. Did you know that just 38% of employers retention rate as the top metric?
Leadership's Pivotal Role
Leadership's influence on the employer brand is pivotal, often the bedrock upon which it thrives or fractures. The evidence is clear – the actions of leaders have a ripple effect through the organisation, casting shadows on how prospective employees and stakeholders perceive the company. Leaders are the orchestra conductors of the employer brand's symphony, and their every note resonates far beyond their immediate team. Studies point to the direct influence of leaders on a company's brand image and reputation. However, very few organisations consider this as a measure of employer branding success. Did you know that 68% of talent acquisition leaders agree that social professional networks is one of the most effective tools for spreading awareness about employer brand?
Towards a Holistic Approach
To unlock the true potential of employer branding measurement, a different outlook is required. While short-term metrics offer glimpses of our trajectory, isolating them breeds tunnel vision and compromises decision-making. Instead, an all-encompassing approach is the need of the hour.
Smart employer branding leaders try new approaches. They confront current challenges and preempt future ones by intently listening to the pulse of their employees. They decipher the daily rhythms of leadership actions that propel the brand forward or hold it back. They keenly discern the key elements that mold the company's reputation. Did you know that 75% of active job seekers are likely to apply to a job if the employer actively manages its employer brand?
Embracing the Whole Picture
In our quest for quantifiable results, let's not forsake the broader agenda. Employer branding is not a fleeting fashion but a timeless signature that defines an organisation. The metrics of the present should inform, not confine, our understanding. By embracing the holistic employee experience construct, enduring reputation, and leadership influence, we fulfil a complete employer branding measurement approach. Only then can we unlock insights that guide us not just through today's turbulence but toward a sustainable and impactful future.
This article was also published on Aniisu K Verghese's LinkedIn or aniisu.com.