Jörgen Sundberg

● Employer brand consultant & CEO of Link Humans

● Co-author of “Employee Advocacy: The Ultimate Handbook”

● Host of the weekly Employer Branding Podcast

● Judge of the European Employer Brand Management Awards

Your EB Journey

Where are you?

1. Discovering

2. Dabbling

3. Doing

4. Excelling

Impact of Employer Brand

of talent leaders agree that employer brand has a significant impact on their ability to hire great talent

Source: Global Recruiting Trends Report, LinkedIn, 2017

Source: LinkedIn 2016

Why measure Employer Brand?

● Million $ question

● Advertising vs. bottom Line

● Never forget social media

● Tagline ⇒ Trojan

● Beyond HR

Source: LinkedIn Global Talent Trends - 2017

Top Ways to Measure Employer Brand

36%

34%

32%

28%

25%

Traffic to my company’s career website

Survey on current employee perceptions

Social media engagement

Top employer rank lists

Number of social media followers

● Awareness outside Europe

● Impressions & engagement on social

● Visits/bounce rates/clicks/applies

● Employee referral rate

● Universum rankings

● Interview experience

● Glassdoor score vs. FMCG competitors

● Number of applicants and the source of the applications

● Cost of application per channel

● Brand awareness: Social media followers & engagement

● LinkedIn Talent Brand Index

● Glassdoor reviews & score

● Glassdoor score

● Indeed score

● New hire surveys

● Employee referral rate

● Social media metrics

● Applicant to hire ratio

● Time to hire

● Email marketing

(open/click rates)

● Cost of hire

● Source of hire

● Path to apply

● Media influence

● Quality of hire by source

● Overall Glassdoor score

● Use of culture hashtag (#SalesforceOhana)

● Employee referral rate

● Positive interview experience

● Great Place to Work benchmark

● Improvement in retention

● Reduced cost per hire (85%)

● Brand awareness

● Business awards

● Amount of applicants via social media ● Reach and engagement of social media

campaigns● Unique website visitors CTA (by

measuring page views and apply clicks)

Simon Barrow

● Recruitment spend

● Voluntary and involuntary turnover

● Net promoter score

● Internal promotion vs. hiring in

● Productivity

● Alumni performance

Internal vs. External Data

● Annual engagement survey

● Pulse survey

● Performance reviews

● New hire survey

● Exit interviews

● Candidate experience

● Net promoter score

● Great Place to Work/Investors in People

● Bespoke internal research

● LinkedIn Talent Brand Index

● Universum

● Nielsen

● CEB

● Towers Watson

● Randstad

● WilsonHCG

● The Employer Brand Index

● Bespoke external research

Using Publicly Obtainable User-Generated Data

● What others say about you in an

employment context

● Candidates, employees, alumni

● Social, blogs, forums, review sites, etc

Employer Reviews

Sample Report

Methodology

We collect, evaluate and analyze employer review sites, social media, online forums and more.

We use our proprietary analysis and scoring techniques to give you a single number that measures your employer brand - your Employer Brand Index - which is easy to understand and more importantly, easy to convert into an action plan for success.

We help you understand how your company is viewed, and how to change the perception over time.

16 AttributesWe dissect what people are saying online about you as an employer, and based on what we find, we categorize these findings into 16 key employer branding attributes.

● Autonomy● Benefits & Perks● Brand Recognition● Career Advancement● Culture & Values● CSR● Environment● Flexibility

● Job Stability● Learning & Development ● Management ● Mission & Purpose● People● Quality of Work● Salary● Work/life Balance

21

2.55

6.48

8.01

What’s great? What's the problem?Culture & Values: Proud alumni, proud employees (31%)

CSR: Sustainability leadership, equal opportunity employer (31%)

People: Celebrating teamwork (13%)

Salary: Slashing wages, 25% pay cut, unfair wages (55%)

CSR: Destroying rights for workers, gender pay gap (33%)

Management: Shareholder interest before employees (11%)

Benefits & Perks: Competitive benefits, good perks, healthcare (11%)

People: Celebrating female employees, sharing stories about managers (16%)

Culture & Values: Proud team, #proud, honest values(10%)

CSR: Racism and diversity issues , animal testing (42%)

Brand Recognition: #BoycottLoreal, poor products, ruining small businesses (18%)

Management: Selfish leaders, negative PR (9%)

Flexibility: Remote working impacting productivity (22%)

Culture & Values: Proud team, international culture (18%)

Learning Opportunities: Training programs, school events (16%)

Career Advancement: Limited career growth, unable to change departments (50%)

People: Lazy workers, angry former employees (25%)

Culture & Values: Gave up on their community, discriminatory values (25%)

A

B

C

C

A

B

Analyzing Twitter over the allocated 3-month period showed an acceptable score (4.77) on the scale due to a few issues with your salary, CSR and management. There was a high volume of positive comments from proud employees. While your competitors saw various issues with their brand, culture and people.

Final Results5.03A

4.66A

6.48A

5.5A

3.0A

1.5A

4.18A

3.56A

✖ Long work hours✖ Lots of overtime

✖ Strict deadlines

✖ Doing 3 jobs at once✖ Stress affecting life

✖ Overload of work✖ Constant overtime

Work/Life Balance (140 mentions) How people feel about the balance between work and life at your company.

Flexibility (150 mentions) How people feel about your company as a place that offers individual flexible arrangements.

✔ Excellent personal life✔ Immense balance

✖ Lots of extra hours and overtime

✔ Agile individual schedules✔ Work-from-home is

encouraged

✔ More productivity because of flexibility

✔ Flexible hours✔ Personal schedules

✖ Long hours expected✖ Overtime work

✔ Decent work timings and leave policy

✖ Rough schedules✖ Management changing hours

4.26 5.29

4.33

5.29

3.50

7.11

A

C

B

A

C

B

Bullseye = 1*Outer Circle = 10

*Everyone is aiming for the bullseye

A =

A

1. People (12%)

2. Benefits & Perks (10%)

3. Brand Recognition (8%)

4. Culture & Values (7%)

5. Learning (7%)

Most Popular Attributes

1. People (13%)

2. Benefits & Perks (10%)

3. Culture & Values (9%)

4. Quality of Work (9%)

5. Salary (7%)

1. People (11%)

2. CSR (9%)

3. Culture & Values (7%)

4. Benefits & Perks (7%)

5. Quality of Work (6%)

* Figures are based on total number of positive mentions

A B C

1. Management (28%)

2. Career Advancement (10%)

3. Autonomy (9%)

4. Quality of Work (8%)

5. Job Stability (8%)

Least Popular Attributes

1. Management (26%)

2. Career Advancement (20%)

3. Autonomy (8%)

4. Job Stability (6%)

5. Environment (7%)

1. Work/Life Balance (16%)

2. Management (13%)

3. Career Advancement (10%)

4. Job Stability (9%)

5. Salary (8%)

* Figures are based on total number of negative mentions

A B C

4.7

Key takeaways:

● The notable strengths were a strong employee culture, industry leading quality of work, modern working conditions and real flexible work offering that your employees love.

● The key areas of concern were management, job security and benefits, with common mentions towards bureaucracy, transparency, communication and decision-making.

● Overall, your company has an average employer brand and have an evident commitment to their employer brand online. For such a large organization, there were always going to be a few areas of concern - especially in regards to management. Yet is the specificities, and common themes, that have come about from this index that should be reinforced by the company.

1 2 3 4 5 6 7 8 9 10

4.7

5.1

3.7

A

B

C

Why people stay ...

● Industry leader and a dream job for many which is a very attractive prospect for candidates.

● Modern environment with state-of-the-art facilities that employees find very inspiring.

● Strong employee comradery that keeps your people motivated and productive.

● Super quality of work on offer at the company, and your people understand they stand as leaders within their industry.

● Real flexibility is received very well by your employees and find it encouraging that they can work for home, be with family and still get work done.

Why people leave ...

● Politically driven organization causing employees to leave for a more open and deregulated work experience.

● Benefit system is slowly eroding, and your company should provide more clarity on benefit packages provided at the company.

● Lack of job stability causing people to be very anxious and fearful about their role which is a position no employee wants to be in.

● Poor balance between life and work, with your people crying out for less work hours and more reward for overtime.

EmployerBrandIndex.co

Overall Employer Brand

● Internal Data

(Referrals, surveys & more)

● External Data

(Benchmarks, rankings & more)

● User-generated Data

(Reviews, social, forums & more)

From Index to Real ROI

● Time to Hire

● Quality of Hire

● Retention

● Recruitment spend

● Salary premium

● Advertising spend

● Productivity

● Business performance

● Company valuation

● Profits

Source: Fortune / FTSE Russell 2017

Growth of $1,000 invested

1998 2000 2002 2004 2006 2008 2010 2012 2014 2016

$10,000

9,000

8,000

7,000

6,000

5,000

4,000

3,000

2,000

1,000

0

$10,346

$4,161

RUSSELL 3000

BEST CO INDEX

Employer Brand Trajectory

● Decide what metrics to go for

● Establish the baseline

● Check in regularly

● Visualise progress

● Tweak your strategy accordingly

Questions & Answers

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EmployerBrandingPodcast.com

+44 (0) 2081440009 London, United Kingdom linkhumans.com