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Measuring the strength of your employer brand

Leading on from the last post about employer brand, it’s all very well being aware that you have a reputation with both existing and prospective employees but how do you really know how good that reputation is?

Ask them

The simple (but not necessarily easy) answer is to ask them.  After every recruitment campaign, ask the applicants for their feedback.  Ask them how they feel about your company, how they were treated and if they’d consider re-applying in the future.

I’ve recently been recruiting for a client and have received a number of emails from unsuccessful candidates with positive feedback.  One lady said that she would be pleased and honoured to have her details kept on file and another said that she would love the opportunity to be considered if any further positions became available.  This recent round of recruitment has clearly had a positive impact on the client’s employer brand.

However, you need to encourage constructive comments as well as the lovely positive stuff.  Positive feedback is great but other than a self-congratulatory pat on the back, you don’t actually learn anything from it.  Constructive comments on the other hand can show you the difference between the person’s expectation and what was actually delivered.

Gather the data

The qualitative data is helpful but quantitative data is also necessary for effective measurement.  This information can be gathered through accurate recording and analysis of your recruitment processes, i.e. the time it takes to fill a vacancy, the cost per hire, the number of applications versus the number of interviews, and perhaps details of any employee referral scheme you may have in place.

Existing employees

For existing employees, there are a number of different ways to gather their feedback, for example:

  • Informal conversations
  • Regular employee satisfaction surveys
  • 1:1 meetings
  • Appraisals

Analysis of your attrition rate (staff turnover) should also prove a useful indicator of how effective your employer brand is.  There are other factors affecting the reasons why employees leave but it’s safe to say that if you have a high rate of staff turnover, especially within the first year of service, you really should be looking into the reasons and what can be done to change the situation.

Learn from the results

Of course, gathering and analysing the information are just the first steps.  It’s what you do with the results afterwards to learn and develop and make changes that can really make a difference.

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