HR Connect Conference 2018 ІННА СЕРГІЙЧУК Тема доповіді: Employer Branding metrics – measuring the right thing

1. www.luxoft.com
Employer Branding
metrics –
Inna Sergiychuk
Measuring
the Right Thing

2. 2 www.luxoft.com
Employer Branding Defined
Employer Branding aims at positioning
a company as an employer of choice
in the minds of the target groups, and
as a result supply talent to recruitment
pipeline Employer Branding
Engineers Graduates
Students
Employees
Alumni
Society
Media
Key influencers

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Understanding Employee Journey
Awareness
Engagement
Application
Recruitment
Onboarding
Probationary
period Retention
& development
Employer Branding
Alumni
HR
Recruiting

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Employer Branding – Candidate Journey
Awareness
Onboarding
Engagement
Application
Recruitment
ATL (Radio, TV,
Cinema, Outdoor)
BTL
Product
Placement
CSR
Digital adv
/Programmatic
IT Communities
Social Media
LTS (LTS Webinars,
LoGeek Night,
LoGeek Magazine)
IT Conferences
and Job fairs
Job Portals
Mailing campaigns
LinkedIn
Xing
Referral Program
Interview

5. 5 www.luxoft.comwww.luxoft.com
It’s not Marketing if it’s not Measured
Even knowing what to measure it still remains something of a mystery:
• Brand awareness and survey brand perception?
• Number of applications for open positions?
• Quality of applications?
• Cost per hire?

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It’s not Marketing if it’s not Measured
Source: http://recruitingdaily.com

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Key Metrics Across the Journey
Awareness
Onboarding
Engagement
Application
Recruitment
Facebook
Fan page likes
Twitter Followers
Linkedin Reach over time
Googlle Analytics
• Sessions
• Page Views
• Bounce Rate
• Time on site
Marketo:
• Anonymous cookies
Retweets
Linkedin
• Followers
• Engagement over time
Posts
Comments
Likes
Known Cookies
Event registrations
Number of
applications
Contacted
and processed
contacts
correlation
Number
of closed
vacancies
Number of new candidates
inserted into database
for a certain period.
Total number of candidates
contacted by VS number
of candidates sent for CV
review
Number of closed
vacancies for a certain
period.

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Employer Branding Approach
Tactical Plans
Operational Plans
Global Strategy
Employer Branding KPIs
On Going Review
• priorities
• plans
• results
with Recruitment
& Regional Management

9. 9 www.luxoft.com
Employer Branding KPIs
Number
of applications
Number
of closed
vacancies
Number
of closed
vacancies
from new
applications
Qualified
and closed
vacancies
correlation
Contacted
and processed
contacts
correlation
Operational KPIs Business KPIs

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Approach to Calculation

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Approach to Calculation and Joint KPIs Weight
EB Recruitment
Benchmarks Setting
The weight of KPIs
is shared between EB and Recruitment teams
Number of applications
Contacted and
processed contacts
correlation
Number of closed
vacancies
Number of closed
vacancies from new
applications
Qualified and closed
vacancies correlation
Results Review

12. www.luxoft.com
Thank you