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New hires is the top-line metric that employer branding should be measured on.
Talent is akin to revenue on the marketing side of the business.
And getting good talent to join your company is often the collective efforts of personal brand, corporate brand, talent marketing, employee connections, and doing good work in the world, all coming together in some random combination of influence.
There are a number of breadcrumbs that can lead to the outcome of a new hire—all of which are important so long as they are indicators of what converts a candidate into an applicant and an applicant into a hire.
That said, if you’re going to truly invest in employer branding, mindset is everything.
Because, as mentioned, the reality is that no one thing attributes to a new hire.
It’s a collection of influences—most of which are measured qualitatively, not in a convenient little dashboard.
In my opinion, these are some of the leading indicators that your employer branding efforts are working:
- Increase in response rates to outbound recruiter messages (from passive candidates)
- Employees are content creators/talent partners
- Increase in employee referrals
- Recruiters report an increase in the quality of conversations
- Candidates are more prepared and excited
- The recruiting process is more efficient (and enjoyable)
Notice that I didn’t mention any vanity metrics?
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