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www.luxoft.com
Employer Branding
metrics –
Inna Sergiychuk
Measuring
the Right Thing
2 www.luxoft.com
Employer Branding Defined
Employer Branding aims at positioning
a company as an employer of choice
in the...
3 www.luxoft.com
Understanding Employee Journey
Awareness
Engagement
Application
Recruitment
Onboarding
Probationary
perio...
4 www.luxoft.com
Employer Branding – Candidate Journey
Awareness
Onboarding
Engagement
Application
Recruitment
ATL (Radio,...
5 www.luxoft.comwww.luxoft.com
It’s not Marketing if it’s not Measured
Even knowing what to measure it still remains somet...
6 www.luxoft.com
It’s not Marketing if it’s not Measured
Source: http://recruitingdaily.com
7 www.luxoft.com
Key Metrics Across the Journey
Awareness
Onboarding
Engagement
Application
Recruitment
Facebook
Fan page ...
8 www.luxoft.com
Employer Branding Approach
Tactical Plans
Operational Plans
Global Strategy
Employer Branding KPIs
On Goi...
9 www.luxoft.com
Employer Branding KPIs
Number
of applications
Number
of closed
vacancies
Number
of closed
vacancies
from ...
10 www.luxoft.com
Approach to Calculation
11 www.luxoft.com
Approach to Calculation and Joint KPIs Weight
EB Recruitment
Benchmarks Setting
The weight of KPIs
is sh...
www.luxoft.com
Thank you
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ІННА СЕРГІЙЧУК "Employer Branding metrics – measuring the right thing" HR Connect

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HR Connect Conference 2018
ІННА СЕРГІЙЧУК
Тема доповіді: Employer Branding metrics – measuring the right thing

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ІННА СЕРГІЙЧУК "Employer Branding metrics – measuring the right thing" HR Connect

  1. 1. www.luxoft.com Employer Branding metrics – Inna Sergiychuk Measuring the Right Thing
  2. 2. 2 www.luxoft.com Employer Branding Defined Employer Branding aims at positioning a company as an employer of choice in the minds of the target groups, and as a result supply talent to recruitment pipeline Employer Branding Engineers Graduates Students Employees Alumni Society Media Key influencers
  3. 3. 3 www.luxoft.com Understanding Employee Journey Awareness Engagement Application Recruitment Onboarding Probationary period Retention & development Employer Branding Alumni HR Recruiting
  4. 4. 4 www.luxoft.com Employer Branding – Candidate Journey Awareness Onboarding Engagement Application Recruitment ATL (Radio, TV, Cinema, Outdoor) BTL Product Placement CSR Digital adv /Programmatic IT Communities Social Media LTS (LTS Webinars, LoGeek Night, LoGeek Magazine) IT Conferences and Job fairs Job Portals Mailing campaigns LinkedIn Xing Referral Program Interview
  5. 5. 5 www.luxoft.comwww.luxoft.com It’s not Marketing if it’s not Measured Even knowing what to measure it still remains something of a mystery: • Brand awareness and survey brand perception? • Number of applications for open positions? • Quality of applications? • Cost per hire?
  6. 6. 6 www.luxoft.com It’s not Marketing if it’s not Measured Source: http://recruitingdaily.com
  7. 7. 7 www.luxoft.com Key Metrics Across the Journey Awareness Onboarding Engagement Application Recruitment Facebook Fan page likes Twitter Followers Linkedin Reach over time Googlle Analytics • Sessions • Page Views • Bounce Rate • Time on site Marketo: • Anonymous cookies Retweets Linkedin • Followers • Engagement over time Posts Comments Likes Known Cookies Event registrations Number of applications Contacted and processed contacts correlation Number of closed vacancies Number of new candidates inserted into database for a certain period. Total number of candidates contacted by VS number of candidates sent for CV review Number of closed vacancies for a certain period.
  8. 8. 8 www.luxoft.com Employer Branding Approach Tactical Plans Operational Plans Global Strategy Employer Branding KPIs On Going Review • priorities • plans • results with Recruitment & Regional Management
  9. 9. 9 www.luxoft.com Employer Branding KPIs Number of applications Number of closed vacancies Number of closed vacancies from new applications Qualified and closed vacancies correlation Contacted and processed contacts correlation Operational KPIs Business KPIs
  10. 10. 10 www.luxoft.com Approach to Calculation
  11. 11. 11 www.luxoft.com Approach to Calculation and Joint KPIs Weight EB Recruitment Benchmarks Setting The weight of KPIs is shared between EB and Recruitment teams Number of applications Contacted and processed contacts correlation Number of closed vacancies Number of closed vacancies from new applications Qualified and closed vacancies correlation Results Review
  12. 12. www.luxoft.com Thank you

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