Measuring and improving your employer brand: the 8 KPIs to remember

Introduction

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For a company, it is essential to attract the best candidates on the market. From where The importance of employer brand, that is to say, the image that a company reflects both internally to its employees, and externally, to potential candidates. Improve its employer brand therefore aims to promote a positive and attractive image of its company on the recruitment market. And to achieve this, it is essential to measure the effectiveness of your job ads and to use relevant indicators to assess their performance. In this article, discover the important KPIs that allow you to assess and improve your employer brand. 🔍

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The KPIs of your career site

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In order to assess your employer brand, you can use a variety of indicators, or KPI (Key Performance Indicator), depending on the recruitment channel used. And in the recruitment market, career sites are certainly the most common channels: 94% of VSEs/SMEs and 100% of large companies use them to broadcast their job offers 😎 (source: Independant.io). To effectively measure your employer brand On your career site, there are two important KPIs to monitor: The bounce rate and the number of pages viewed.

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KPI #1: The bounce rate of pages

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The page bounce rate measures the percentage of visitors who leave your site after viewing a single page without clicking on a link. It is accessible via the Google Analytics dashboard of your site, and it is generally between 40% and 70%. To be optimal, your bounce rate should be as low as possible: a rate greater than 70% indicates that your candidates are not satisfied with what they find on your career site 😕. To remedy this, you can improve the relevance of your content, the loading speed of the site or even highlight the essential elements of your business to encourage you to stay on the page.

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KPI #2: The number of pages viewed

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The number of pages viewed is another important indicator to assess your employer brand on your career site. Also accessible via Google Analytics, This indicator reveals the quality of traffic on your career site as well as its ability to encourage your visitors to browse it 👀. To improve the experience of your visitors, you can improve the user experience and the design of your site, add internal links between pages or even include videos of collaborators presenting their jobs, as Welcome To The Jungle often offers.

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Employer brand and retention rate: How to retain your employees?

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KPI #3: Retention rate

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To assess your employer brand internally,Retention rate is a key indicator for measuring the satisfaction and commitment of your employees 👌. This is the percentage of employees who stayed with your business for a given period of time. To calculate it, simply use the following formula:

The employee retention rate is of particular importance in evaluating your employer brand : it determines whether your company offers an adapted work environment that meets the expectations of your employees 😎. That's why it's essential to listen to your employees regularly in order to understand their expectations, needs, and concerns. Offering attractive benefits, competitive remuneration or prospects for professional development contributes to retaining your employees and strengthening your employer brand 😉.

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KPIs that measure the external impact of your employer brand

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KPI #4: The number of subscribers on your professional social networks

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To assess your employer brand for the external audience, the first KPI to remember is the number of subscribers on professional social networks 📱like LinkedIn or Twitter. This number shows the number of people who follow your business, including the number of followers generated by a CEO or brand ambassadors. To measure this KPI, you can follow the evolution subscribers directly on these platforms.

A high number of subscribers indicates that your business is attracting attention and strengthening your employer brand 😁. To achieve this, be sure to offer content on a regular basis with a well-thought-out editorial strategy, and highlight your expertise by varying formats (text, images, surveys and interactive videos).

KPI #5: The number of interactions on your content

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Another important KPI to measure your employer brand External is the number ofinteractions 🔍. This includes the number of clicks on your content, the source of traffic, as well as the “likes”, shares, comments, etc. To measure it, you can track the Number of impressions of your posts, the views of your videos, as well as theThe number of clicks generated.

High engagement indicates that your content is engaging for your target audience, which can strengthen your employer brand and arouse the interest of potential talents: to do this, offer relevant content for your candidates by showing the inside of your company (offices, afterwork...) or by including the testimonies of your employees.

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Improve your recruitment process with these KPIs

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Here are three KPIs to remember to measure the attractiveness of your job ads and improve your offers and your employer brand:

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KPI #6: The number of applications received

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This indicator allows you to measure the popularity and attractiveness of your job offers with candidates. You can quantify it by recording the number of applications received over a given period of time. To stand out from your competitors, you can, for example, work on the tone of your offer to encourage applications, vary your distribution channels or even provide as much information as possible in your ads (such as benefits, salary, etc.).

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KPI #7: The relevance of applications

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It is the ratio between the number of qualified applications and the number of applications received. It allows you to measure whether the profile of candidates meets the expectations of an advertisement. To improve this KPI, it is essential to write well-detailed job offers, clearly explaining the expectations of the position in terms of experience, soft skills (knowing how to be) and hard skills (know-how).

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KPI #8: Post-interview satisfaction

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This is the percentage of candidates who are satisfied with the interview with your company. It allows you to assess the quality of your job interviews. You can send a quick post-interview questionnaire to calculate the rate of satisfied candidates, then use this feedback to adapt your hiring process and provide a positive interview experience for future candidates.

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Conclusion

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In summary, measure the effectiveness of your employer brand thanks to relevant KPIs can offer you key information for your business. By monitoring and improving these metrics, you can make informed decisions to improve employee satisfaction, optimize your job ads, and recruit the best talent for your business.

Keep in mind that continuously measuring and improving your job ads is a constantly evolving process. To measure and improve your employer brand, you can contact our team or visit our page FAQS for more information 😉.