More than half of organizations (56%) evaluate the strength of their employer brand
Organizations cannot easily manage what they don’t measure, and an employer brand is no exception. A solid understanding of the strength of your employer brand allows you see what is working well and to identify opportunities for improvement. While measuring employer brands can be challenging, 56% of organizations measure or evaluate their brand.
Engagement is the most commonly used way of evaluating brands
Among organizations that measure their employer brand, 70% cite the ability to engage current employees and prospects as a way to do it. This is the only metric cited by more than half of respondents.
Engagement is, however, far from the only metric. Many respondents use a full range of other metrics such as interview questions, key performance indicators, employee surveys, and more. It is interesting to note, however, that only 42% use quality of hire and/or quality of applicants, metrics that we consider important.
Forty percent use Net Promoter Scores, or NPS. These are widely used in consumer research to gauge customer loyalty. Such scores look at the difference between your “promoters” and "detractors” using a single tenpoint scale. For employer brand, the question is usually something like “on a scale of one to ten, how likely are you to recommend working here to a friend or job candidate?”
