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Probably as you are reading the title of this article you are thinking “Why should we allocate a budget for employer branding? And how do we know that this will be considered as well-invested money? ”
Today, in this article we will offer some examples of key figures to find out where and how the beginning of your bachelor journey should be optimized for more successful employer branding.
1. CTR (click through rate) for the career page – Make sure to continuously monitor how many of your website visitors choose to click on to the career page. If you are not satisfied with the result, you can review how visible the career page is in the website’s structure. Maybe it should be highlighted on the home page and in the menu in a different way? Remember to have an authentic, relevant and vibrant career page. It is not just a place where you can show and strengthen your employer brand. Many customers also choose to visit the career page to form an opinion about the employees and the company’s culture in general.
2. CTR for job vacancies – How many of those who visit the website become so curious about your brand that they investigate whether there is a role that suits them? If this figure is satisfactory, well done! You have managed to present yourself as an employer that a user can imagine applying to. If not, think about whether your career page is optimized enough for those you actually want to attract. Make sure that there is enough information and content that attracts the right candidates and that the job advertisements are presented in a good way. Do not forget to have an open ad where you can show their general interest in working with you – and do not forget to take care of those who actually submit an application!
3. CTR for applications – If the visitor has read the ad, but does not choose to apply, you can think about how the ad is formulated and written.
– Write sales: Just like when selling goods, products or services, you must create interest and curiosity for the candidate you are looking for – both for the job and for you as a company. Do not have long lists of requirements, but instead emphasize what you are offering.
– Vary the text: Vary between short and long sentences, use synonyms, work with bulleted lists and intermediate headings to make the content easier to absorb.
– Be personal: Use the informal T-form and write target group-adapted.
– Write short and concise: A recent study with A / B testing found strong links between long, embroidered ads and that more unqualified people applied for the role. Those who are qualified and experienced are best activated with concise and concise ads.
– Search Optimize: Repeat the title in body text and subheadings. Use keywords that the candidate is looking for, for example about the role and the tasks.
4. Conversion of application form – The candidate who clicked on the application button is ready to become a part of you and your brand. Therefore, it should be easy to become just that! It should be possible to apply with a few simple clicks, otherwise you risk losing the candidate. Skip the personal letter and enable candidates to apply with their LinkedIn profile. Definitely do not ask them to repeat something that is listed in the LinkedIn profile or in the CV. If the candidate is relevant for the job, you can ask for more information during the next step.
5. Engagement in social media – Creating employer branding content and disseminating in social media is a must today. Measure how many people get involved in your content – both in terms of posts in social media and if you e.g. have video or blogs on the website. Good content not only drives traffic to the career side, but helps you to qualify relevant candidates early. Authentic content based on your EVP lets the candidate decide if they identify with the content. If they do not, they will most likely not apply either.
6. Quality of the candidate pipeline – Do you receive relevant applications? How many of the applicants match the role? If you do not get the ones you are looking for, there are several things to think about:
– Have you done your candidate persona work? Are you advertising in the right place to reach your candidates?
– Have you written the ad in such a way that it attracts the right people? What do you think your dream candidate is triggered by?
– Have you named the role that your relevant candidates are looking for? Keep in mind that the role does not have to have the same name in the ad as it will be called by the firm. It is more important that you attract the right people.
7. Cost-per-hire & Time-per-hire – If your recruitments become expensive, there are guaranteed to be things to screw up in the bachelor’s journey. Effective advertising and efforts to strengthen your employer branding will reduce costs and save time. This is because you already initially get more relevant candidates and can build a network of sought-after competencies.
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