Implementing And Measuring Recruitment Success
Implementation & Measurement
So, you have identified your employer branding goals and ideal candidates, you have written your CVP to create and add value to your defined communication channels. It's time to implement and measure. Start by scheduling out a calendar of what you need to do to implement the content to appeal to your candidates.
For this blog, let’s use “Increasing Talent Pool” as an example goal, perhaps by creating your own Group on Facebook to advertise jobs. Use your outlined ideal candidates and plan how you'll deliver valued content through communication channels. Begin creating content that would engage with your ideal candidates but utilise the CVP to highlight value to being a part of the job group. Make this clear in your content and ensure you provide a link (i.e. a way of joining the group).
Remember, each execution of employee branding is different and meets the needs of your candidates, varying from industry to industry.
Execution and implementation of your strategy are the last crucial step to activating your employer branding. Once you complete the planning up to the point of implementation of the strategy, it’s important to share the strategy and implementation amongst your team so they understand their roles and the dates different aspects will need to happen.
Responsibilities include identifying who is responsible for what; who is getting what created? Who is ensuring the correct social posts are posted? Who is handling the response and contacting the candidates? Who is tracking results? Ensuring the team knows what their responsibility is critical in the implementation and productivity of the campaign.
What structures can be utilised when implementing the strategy? Is there an order in which tasks can be done by what is reliant on moving onto the next stage? Are there any tasks that require payment approval or signoff from senior stakeholders?
Internal & External Capabilities
Are you using external help to monitor, implement and action your employer branding? What can you control and handle, and what can you not and require additional assistance with from externally? If so, do the external components know the deadlines you need their support to come in and help.
Measuring the goal/KPI results is essential to continue developing your strategy and understanding whether you are successful or not and whether parts need to be invested in or optimised better.
Take the growing of a candidate pool. You'd look at the potential reach of the content and the engagement with the content and look at the signup rate to your group/pool. This would help identify whether your content is appealing and creates enough value to incentivise joining your candidate pool.
Other example measurements
(Note that it’s important to know the answers to these questions before you implement the plan so you can measure them accurately.)
- Link clicks; how many people click your referral links to content on your site or pages?
- Followers; have more people become aware of your brand and now follow or subscribe for updates?
- Applications submitted; have application for roles increased is there an improved appeal?
- Levels of unsuitable candidates; how many were a good fit, how many were poor a fit?
- Employee referrals; how many existing employees recommend and get their friends and families to apply?
- Employee retention; how long do your current employees work for?
- Employee satisfaction; how do your current employees feel? What are their issues or problems?
Use the examples of employee branding measurement to give you an idea of how to measure your campaign. Each campaign will have different metric depending on the goal and delivery of the campaign. This will tell you exactly what works and what doesn't and what may need optimising. Choose a date or time period in which to check the success, say three, six, nine and twelve months. Always measuring and adjusting the way you’re doing things to get the most benefits, based on the results you’re seeing.