measuring employer brand

Metrics Matter: Measuring Employer Brand with @ShannonSmedstad and @Social_Em

Agile Sourcing | @NGlick and @RecruitMark on The #SocialRecruiting Show
Technical Sourcing How-To with @ABortolusssi on The #Social Recruiting Show

Employer brand is more than just a story and a heartfelt video on your website.

It’s tears on the faces of employees, telling you the story of their manager’s compassion when their dad passed away. It’s how they met their best friend at work. It is the stories of so many people, summarized, and how those stories translate into brand content. These stories, measuring employer brand, and so much more were the topic of our conversation with Emily Fritz and Shannon Smedstad from team exaqueo.

Our conversation with these employer brand experts ranged from breaking down the distinctions between recruitment marketing and employer brand to defining culture and ultimately discovered that employer brand isn’t “just fluff” anymore. Emily and Shannon have backgrounds in both university recruiting and agency recruiting. Because of this, our guests were able to offer an entry-level course into culture for every audience, from high volume to hyper-targeted diversity candidates. Despite the variety of candidate backgrounds, they’ve found that there’s always one truth: “People care about culture when you define it as the workplace environment and the company’s behaviors and norms.”

Of course, people often push back on employer brand, claiming it’s not measurable. However, our guests offered a guide for delivering better data to justify the ROI on your employer brand expenses. Unlike many agencies, the exaqueo team does measure success. “We do recommend measurements – with our research we are able to get a really good sense of the company, the field, so we have a good sense of what they should/should not measure and the right metrics – why this is better than this and this is why,” said Emily.

But what to measure isn’t always so obvious.

Here are three things our guests recommend you review when trying to align data to your employer brand efforts:

  1. Know your goals, what you want to achieve, and who you want to reach before starting any program.
  2. Measure retention and why people turn down offers. Consider this when you’re building attraction programs. “We do declination surveys and ask them why – short survey – what influenced your decisions and where did you go?” added Shannon.  
  3. Measure brand over time and measure campaigns more short term.

Our conversation with Emily Fritz and Shannon Smedstad shows just how necessary measuring employer brand is. When culture is so important to candidates, our guests’ backgrounds and knowledge are incredibly valuable. This is true especially when it comes to their tips on measuring employer brand and what to review when trying to align data to your employer brand efforts.

Watch the whole episode to hear the rest of our brilliant conversation and be sure to subscribe to our newsletter to get weekly updates and blog posts delivered directly to your inbox.

 

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Katrina Collier - Chief Searchologist
Katrina Collier is recognised globally as an expert on social recruiting. From SMEs to global corporates, she has trained countless HR and Recruitment professionals around the world to source and recruit on social media.

With 11+ years of social recruiting and full-cycle recruitment experience, she's passionate about teaching effective methods of social sourcing and candidate engagement, and ensuring recruiters are robot-proof.

Get in touch and give your recruitment a rev up!