Startups––if you want to measure the effectiveness of employer branding, simplify everything, and look at how marketing is measured.
Break it up into three buckets:
Demand Generation (quality over quantity)
Marketing: Lead Acquisition = Qualified buyers in the pipeline
EB: Lead Acquisition = Qualified applicants in the pipeline
Marketing: Conversions = How many buyers purchased + how fast
EB: Conversions = How many roles you filled + how fast
Marketing: Customer Retention = Brand loyalty
EB: Employee Retention = Company loyalty
*this is where EB has the biggest long-term impact on a business
Don’t overcomplicate data.
There are only a few things that actually matter.