Читать книгу Employer Branding For Dummies - Richard Mosley - Страница 11

Becoming the employer everyone wants to work for requires considerable effort, expertise, and coordination, so you want to make sure that everything you’re doing is having the desired effect on your employer brand. If it’s not, then you know you have to do it better, or do it in a different way. To gauge the impact of your employer branding initiative and activities, analyze both short- and long-term outcomes:

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Short-term outcomes: Metrics for measuring the short-term outcomes of employer branding activities relate to the level of engagement your marketing content is generating, the number and quality of the applicants you’re attracting and hiring, as well as the total cost-per-hire. Use analytics software and any other tools at your disposal to track the success of your overall recruitment marketing strategy, your recruitment marketing campaigns, and specific recruitment marketing activities used in each campaign. Analyze the channels through which you recruit candidates, as well, to determine which are most fruitful for attracting the desired talent. (See Chapter 17 for details.)

When tracking short-term outcomes, measure the success of a marketing campaign, activity, or channel in terms of the objectives for each campaign and the type of talent you’re recruiting. A social channel that’s very effective in engaging IT professionals, for example, may be next to useless in recruiting sales staff. Make sure you understand the difference.

❯❯ Long-term outcomes: Metrics for measuring long-term outcomes of your employer branding efforts are related to your brand awareness, overall attractiveness as a potential employer, and employer brand image. Internally, long-term outcomes can be measured in terms of employee pride and advocacy, employee engagement and performance, and the number and quality of referral applicants and new hires. Ideally, you should also seek to evaluate the long-term outcomes and return on investment (ROI) of your brand investment in talent, in terms of business performance measures, including productivity, customer satisfaction, and sales. (See Chapter 18 for details.)

In addition to tracking short- and long-term outcomes of your employer branding efforts, you need to look to and plan for the future. In many ways, employer branding is like trying to hit a moving target. Constant shifts in talent availability, competitive positioning and activity, your organization’s goals and objectives, and evolving talent preferences all play a part in influencing what your organization must do to attract, recruit, engage, and retain the best and the brightest. To keep from falling behind, you must continually look ahead.