A dear friend reached out over the holidays to ask for some support on Employer Brand KPI. Since I am a measure twice, cut once kind of gal, I put together this quick and dirty list of KPI to put into your strategy/scorecard. Enjoy!
Website visits to converted applications (industry average is 11%)
Total apps/quality apps (I usually count quality as anyone who made it to phone screen or meets minimum qualifications)
Lead to app conversion rate (if you’re capturing leads in a talent network)
This one is pretty emerging. It’s basically NPS for employers. If you aren’t doing this one, I recommend you start by putting a link in every communication that asks one question “How likely are you to recommend your brand careers to a friend?”
Take a look at your attrition rate and trend it over time. Obviously the lower the better.
Time to find
The time it takes to identify the person who is ultimately hired.
For example: the req was opened on Dec. 1. You identified the person who was hired on Dec. 5, your time to find is 4 days
Time to fill
Self-explanatory. Be sure to look at this one against the time to find. You may see that your experience is going on too long. For example: if you find the person on Dec. 5 and you don’t hire them until Jan. 15, they your time to fill is 46 days, which is below industry average, however, your time to find was only 4 days, so, it left the candidate waiting for 42 days.
Hit me up in the comments with what I missed!