1 min read

Employer Branding Attribution is Messy

Stop treating attribution like it’s something you can accurately track and measure on a dashboard. Numbers don’t tell the whole story. And I’d argue that they are a misrepresentation of the truth that's leading you down a path of vanity metrics and wasted dollars.

45-second read (+1:30 video)

Attribution isn’t a straight line. It’s messy.

It’s a combination of micro-interactions over time—most of which are out of your control—that all contribute to someone making a decision to take an action.

You can’t link a new hire—or even an application—to one specific interaction.

So stop treating attribution like it’s something you can accurately track and measure on a dashboard.

Numbers don’t tell the whole story. And I’d even argue that they are a misrepresentation of the truth that's leading you down a path of vanity metrics and wasted dollars.

If you want to measure the impact of your work, the single best thing you can do is source qualitative data from your recruiters.

Because candidates are telling your recruiters which content they consumed, why they applied, and what path they took to get there.

Start here: Schedule a recurring feedback meeting with your recruiting team.

Their insights will help you accurately map attribution, identify behaviors, and know where to direct your resources.

Side note: Don’t trust any vendor who tells you that they can accurately track attribution. They’re either lying and/or have little to no domain expertise in this space.

If you're interested, you can listen to the entire conversation with Natalie Audelo here.

Like, share, and comment on LinkedIn here


James Hornick and I are back at it this week with an all-new edition of the Employer Content Show.

When: Wednesday, July 7th at 12 pm PT.

Topic: What Candidates Want to Know — Technology Edition

Add the show to your calendar