1 min read

Measuring content influence

If you’re creating employer branding content, start tracking content-influenced new hires to measure the performance of your initiatives.

This is the equivalent of marketing influenced revenue.

And this is where EB impacts business goals.

There are other metrics. But in the end, money talks.

Here’s a simple how-to:

  1. Create a short multiple-choice questionnaire for new hires.
  2. Send to new hires 90 days after joining the team.

To spark creativity, here are examples of content-specific questions you can use:

  1. When you were interviewing/evaluating [Company], did you see our careers page?
  2. When you were interviewing/evaluating [Company], did you see the story about [Company’s] mission and vision?
  3. When you were interviewing/evaluating [Company], did you see the story about the engineering team?
  4. When you were interviewing/evaluating [Company], did you see our Glassdoor page?
  5. When you were interviewing/evaluating [Company], did you see our LinkedIn page?
  6. Collectively, how did these assets contribute to your decision to engage in a conversation with us?
  7. Please imagine an alternate experience without all these assets we’ve mentioned. Would you have felt inspired to apply without them?
  8. Did our hiring process feel substantially different compared to other companies you looked into?

Ping me if you have any questions. Happy to talk through this in more detail :)