KPIs for Employer Branding

Hester Gras

Now that we know what the term employer branding implies and why alignment is necessary, it’s time to take a look at some KPIs. On the one hand, it will not only strengthen your internal communications strategy to have some set goals with respect to your employer brand, but it will also enhance your chances for success in getting support from important internal stakeholders. On the other hand, it’s simply good sense to be aware of your numbers in order to measure and optimize your strategy, both at the start and along the way as you move forward.

Welcome to the third installment of the employer branding special blog series. This time, we’re talking about important KPIs for employer branding.

KPIs of Employer Branding

Organizations often focus on recruitment goals when designing their employer brand. For example: optimize the application process or increase brand awareness externally. If you ask us, attention to the internal organization is at least of equal importance.

Goals you might want to consider:
– Increase employee satisfaction / employee engagement
– Increase referral recruitment
– Increase internal pride
– Decrease outflow of qualified employees

A word on increasing Employee Satisfaction

The ultimate aim is 100% awareness of brand values among your current employees, and with no desire to put that major achievement in the periphery, just for argument’s sake, we’ll take it for granted here as our starting point. Within your organization, it’s actually even more interesting to look at employee satisfaction KPIs. This is actually quite easy to measure quantitatively. A great tool to do so is the Net Promotor Score (NPS). With the NPS, you ask your employees one simple question: “To what extent would you recommend your employer to your friends and family?” Employees can grade you on a Likert scale, for example from 1 to 10. Measuring this dimension will give you a quick snapshot of that moment, and in this way the NPS is one tool that can help you optimize your internal communications strategy both in the long term, as well as incrementally throughout the year based on regular measurements. According to Geert-Jan Waasdorp, Martijn Hemminga and Sarah Roest in their book Building on the New Employer Brand, the average grade people give their employer is an 8.

Measuring employee engagement, however, is more complex. Worth it, though. Research and practitioner wisdom has taught us all that employee engagement is extremely powerful. Keen on finding out more? Download our free whitepaper.

A word on increasing Referral Recruitment

The other goal you might want to include in your internal communications strategy is increasing referral recruitment. By referral recruitment, we mean recruitment via-via; recruitment via current employees. Research shows that employees who join your organization via referral recruitment are more likely to stay longer. Why? One simple explanation is that the potential employees would already have positive associations with the brand from stories told by his friends and/or family.
The overall norm for referral recruitment is 30%.

Clearly, to orchestrate all this, total alignment between HR and internal communications is critical.
In our next instalment, we talk about the output of employer branding for internal communications.

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