Recruitment Marketing
Regular research and tracking to monitor your employer brand health, competitive positioning, and candidate perceptions over time. Make data-driven decisions about your talent attraction investments.
Discuss Your NeedsYour employer brand exists in the minds of your target talent, whether you manage it or not. Without regular measurement, you are making talent attraction decisions based on assumptions rather than data.
Employer brand tracking gives you early warning of perception shifts, competitive threats, and emerging opportunities. It helps you demonstrate ROI on employer brand investments and make the case for continued or increased investment.
Organisations that track their employer brand can course-correct quickly when initiatives are not working. They can prove what is driving results and eliminate wasteful spending on channels and content that do not resonate.
Quantitative surveys of your target talent audiences measuring awareness, consideration, preference, and EVP attribute perception. Provides statistically significant data for tracking over time.
Ongoing monitoring of online conversations about your organisation as an employer, tracking sentiment, themes, and share of voice against competitors.
Analysis of talent supply and demand dynamics, salary benchmarking, competitor hiring activity, and emerging skill trends in your target markets.
Feedback collection from candidates at key journey stages to understand experience quality and identify improvement opportunities.
Interactive dashboard showing key metrics, trends, and competitive positioning over time.
Regular analysis reports highlighting key findings, emerging trends, and recommended actions.
Ongoing monitoring of competitor employer brand activity and positioning.
Actionable recommendations based on research findings to optimise your talent attraction.
Quarterly or annual presentations to leadership on employer brand health and progress.
Real-time notifications of significant sentiment shifts or competitive developments.
Research and tracking often works alongside these services:
Employer brand tracking is regular research to monitor how your organisation is perceived as an employer over time. It measures awareness, consideration, preference, and sentiment among target talent audiences, enabling you to track progress and identify emerging issues.
Most organisations benefit from quarterly or biannual tracking. Annual tracking is suitable for organisations with stable employer brands and consistent hiring patterns. More frequent tracking may be needed during major brand initiatives, crises, or significant market changes.
Key metrics include: employer brand awareness, consideration rates, preference versus competitors, EVP attribute perception, application intent, employee advocacy likelihood, sentiment analysis, and employer Net Promoter Score (eNPS) among external audiences.
An audit is a point-in-time comprehensive assessment, while tracking is ongoing measurement over time. Audits examine processes and touchpoints; tracking measures perception and sentiment. Organisations typically start with an audit to establish a baseline, then implement tracking to monitor progress.
Tracking enables data-driven decisions that improve recruitment marketing ROI. Organisations with tracking programmes can identify underperforming initiatives early, optimise channel spend, and demonstrate the impact of employer brand investments to leadership.
Let's discuss how this service can help your organisation achieve its talent goals.
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