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What Are Employer Branding Goals?

What Are Employer Branding Goals?
Learn how to choose the right goals for your employer brand.

In the previous blog we looked into what Employer Branding is, and why it’s so important for organisations to get right. It not only makes a company more attractive to the right candidates, but improves retention.

You can use a SWOT model to evaluate your business recruitment process and find key areas and threats that you would like to target and improve. So, what did you find?

Here is an example:


In this example it’s clear that the main strengths of this organisation is the long-term retention and happiness of staff. Those are really positive aspects that could be made more of through branding. However, it looks like they have a lot of processes and complications internally when it comes to recruitment, and they also can’t seem to attract quality candidates. If they struggle with a cohesive recruitment process and aren’t attracting the right candidates, that threatens their success and growth as a business.

So now you’ve identified what positives you can use as selling points, and what negatives are standing in your way, you need to identify what goals you want to achieve.

Here are some ideas and suggestions of goals relevant to achieving strong employer branding:

  • Increase candidate website visits
  • Increase social media leads
  • Larger talent pool
  • Increase candidate advocacy and referrals
  • Increased quality of candidate applications
  • High social engagement with candidates
  • Improve candidate acceptance offer ratio
  • Develop candidate loyalty
  • Increase awareness of employer brand
  • Improve employer ratings
  • Improve employee retention rate
  • Increase number of open applications
  • Decrease cost per hire

The goals you choose will depend on what kind of strengths and weaknesses that have been identified - there isn’t a “one size fits all” choice. The key is not to choose too many and to evaluate whether they align with current goals in place or make sense within the context of your industry.

The example company might choose:

  • Increased quality of candidate applications
  • Improve employer ratings
  • Increase awareness of employer brand

These line up with their identified weaknesses and threats and can be turned to SMART goals by using any current data they have, and choosing a target to reach in a certain amount of time. For example, by looking at the ratio of applicants to hires in the past to create a target for the future.  

To help you decide on what goals to aim for, speak to people in other areas of the business to find out how they can contribute data, experiences or ways of measuring success.

Ask employees for their feedback on the hiring process and look into how your competitors hire.

Although it’s not included as a goal, this example company also need to improve their internal recruitment processes as they are considered a barrier to success. According to Dr John Sullivan and SHRM “The primary cause of candidate drop-out is a long hiring process”. So, if your internal procedures are creating obstructions to swift and simple recruitment, that is a priority to be fixed.

About the author

Kier Sheehan

Kier loves an adventure, whether that’s through trying new and exotic food or cooking up a social media strategy. With a love of communications and a positive approach to any task, when he’s not working Kier can be found teaching skiing or travelling the world.