How to Measure an Employer Brand
A business is more than the sum of its parts. If this were the case, then the value of a company would be the company's assets minus liabilities. However, there's a difference between the the liquidation value and the intrinsic value of a business, which includes the value of human capital as well as the brand associated with the company. If you need to measure the value of your employer brand you can do so by looking at several different indicators.
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Instructions
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Identify where your employer ranks in the work they do. For instance, a company ranked No. 1 in investment banking research has a better brand than a company ranked No. 4. Contact your Investor Relations or sales department of your company for detail.
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Determine the amount of time it takes to fill vacancies. The shorter the amount of time it takes to fill vacancies in the organization the better the brand. Contact the human resources department for details.
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Measure the ability, education and credentials of the qualified applicants to a position. The more qualified the applicants, the better the brand.
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Poll employee satisfaction. Employee satisfaction is closely related to employer brand since firms with better brands are perceived to be better places to work. Additionally, employees are the ambassadors to the firm and they will share both positive and negative information about company operations.
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Track employee turnover. Along the same lines as employee satisfaction, which is a leading indicator of employer brand, employee turnover is a trailing measurement for employer brand. In general, an increase in employee turnover is indicative of a weaker brand.
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References
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