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3 Methods for Monitoring Employer Brand


3 Methods for Monitoring Employer Brand

Employer brand begins internally. Creating a positive environment for employees to thrive is what improves your employer brand, ultimately making job seekers interpret your company as an ideal place to work. There are quite a few ways to improve or build your employer brand, and we’ve even established exactly how video interviews is one of them, but it’s important to also understand how to monitor it.

Because many factors may affect your employer brand, no one method can give you an exact overview. When you consider multiple factors and methods for monitoring employer brand, it’s easy to see your company’s success, how it may be affecting hiring and how engaged your employees are with the company.

How Important is Employer Brand?

First of all, employer brand is very important to talent acquisition teams and executive leadership who want to exceed their competitors. Job seekers, especially passive candidates, are more likely to be attracted to companies with better employer brands. After all, everyone wants to start a new job with the expectation that they will enjoy their workplace.

According to CareerArc, 75% of job seekers consider an employer’s brand before even applying for a job, which means poor employer brand could affect how many applications you receive for job openings, reducing your hiring options. 84% of candidates would consider leaving their current job if they were offered a job by a company with an excellent reputation, allowing organizations with better employer brands to poach the best talent.

Methods for Monitoring Employer Brand

1. Review Websites - Perhaps the most common way to monitor employer brand for both companies and candidates is through job review websites like Glassdoor. When candidates are searching for jobs, they will likely review the company’s Glassdoor profile before applying or accepting a job, and the better the rating, the more likely it is that candidates will want to work for the company. Monitor these websites heavily, and encourage employees to leave reviews. If you’ve created a positive employer brand, you can expect wonderful results that are gold to candidates, who trust employees three times more than the employer when it comes to information about the company environment.

2. Retention Rates - If you’re not sure how to determine employee’s perception of the company, reviewing retention rates is a good place to start. After all, employees who are happy with the company and the work environment will likely want to stick around, leading to high retention rates. Regardless of employer brand, tracking your retention rates and working to improve them also helps save money on turnover and save resources from onboarding and training. Nearly 78% of business leaders consider employee retention important or urgent, and you should too if you want to monitor your employer brand and keep it positive.

3. Internal Surveys - Employee feedback is key to both making changes and evaluating perception. Anonymous internal surveys help you understand how employees perceive the company and work environment, and it gives employees the opportunity to provide feedback about their teams and make suggestions for change. All of this adds up to employer brand, and monitoring employee opinion through annual or quarterly surveys will help you monitor and maintain a positive employer brand.

No matter how you go about building employer brand, make sure you create a process for monitoring it. After all, your branding is not a “set it and forget it” option. Things change, and you need to be aware of how changes affect the brand your company worked hard to build, so make sure to monitor it through internal evaluation in order to see consistently positive results.

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Holly Wade is the Marketing Manager at GreenJobInterview. She comes from the technology world with a background in marketing and public relations, where she specialized in content management, brand development and social media. Connect with Holly via LinkedIn: