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Today's wide range of marketing tools for social media provides employers with an endless stream of data for their employer branding. This could make it difficult to determine which measures are actually important for your campaigns and employer brand and why. Below you will find nine key indicators and why they are interesting for measuring your employer branding success on social media.
The number of employer brand mentions in social networks in relation to competing employer brands.
Why should you be interested in this regarding your employer branding?
Your share of votes can be a good indicator for the awareness of your employer brand by potential applicants in comparison to the competition. Ultimately, it shows how much of the conversations in social media are related to your employer brand.
The total number of brand mentions in a given period.
Why should you be interested in this regarding your employer branding?
The change in brand volume is a good way to measure the strength of your employer brand's presence in social media. It should be noted that a positive mention of your brand in connection with products and services also has a positive influence on your employer brand.
The total number of user interactions with your brand in social media.
Why should you be interested in this regarding your employer branding?
Publishing the best content in the world makes no sense when nobody bothers to answer or discuss it. After all, social media is about communication. The stronger your employees and prospects are tied to the brand, the more likely they are to be loyal to it or to exert influence on others and promote your products, services and also the employer brand in their own networks.
The number of replies or comments you receive to a post, tweet or update.
Why should you be interested in this regarding your employer branding?
Similar to measuring engagement: The more often a user makes the effort to reply or comment, the more likely it is that he develops interest in your brand or employer brand.
The analysis of what people who talk about your brand, your employer brand, your products and your company think.
Why should you be interested in this regarding your employer branding?
Even if some people claim: "All publicity is good publicity", you will have an obvious problem if your brand is constantly being destroyed on social media. This also affects your employer brand. If the mood is mainly neutral, this can also be a sign that your marketing or personnel marketing does not make enough impression and no one is interested enough to form a clear opinion - neither positive nor negative.
The number of times a user clicks on a link to one of their websites that is shared in social media.
Why should you be interested in this regarding your employer branding?
Typically, the goal of an employer branding campaign on social media is to lead users to a career website in order to attract the attention of potential candidates and subsequently generate a large number of applications. Increasing the click rate can be one of the indicators of a successful campaign that generates interest.
The number of mentions by users that you have identified as multipliers through their numerous and loyal supporters in social media.
Why should you be interested in this regarding your employer branding?
When multipliers discuss your employer brand and serve as brand ambassadors, this is an extremely good way to naturally expand your influence in key communities. While the mention of your employer brand by someone in social media can be proof that your personnel marketing tactics are working, the mention by multipliers is considered particularly valuable because they have a wider reach and more influence on your target group of applicants.
The number of social channels on which your brand appears or the reach across different online networks.
Why should you be interested in this regarding your employer branding?
Maybe your employer brand is a hot topic for discussion in various forums, but you are hardly mentioned on Twitter. Whether this is a problem or not depends on which networks your target group actually uses. After all, a popular Pinterest site, which is mainly aimed at students of the human sciences, is of little use to them if their target group is engineers.
The number of mentions of your brand in mobile networks.
Why should you be interested in this regarding your employer branding?
Social media is increasingly becoming a mobile form of communication and through smartphones and tablet computers, sending updates on the go is becoming part of the normal lifestyle. If your brand is not represented by apps among consumers, this could be a sign that your strategies are outdated. This is especially important if your campaign includes mobile coupons, QR codes or anything else connected to Android, iPhone, Blackberry or the Windows operating system for smartphones.
Despite all these indicators, it is important to remember that there is no magic formula that simply translates your personnel marketing activities into qualified masses of applicants.
Check out our page "The Ultimate Guide to Employer Branding", to find further resources on the topic of employer branding. And check out our page "The Ultimate Guide to Recruitment Analytics and KPIs" to find further resources on the topic of recruitment analytics and KPIs.
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