Digging deeper into measuring awareness
To delve deeper into measuring awareness and enhancing your employer branding strategy, here’s an expansion on these key concepts, along with actionable insights:
Understanding and Measuring Marketing Lift
Marketing lift isn't just a metric—it's a tool that can offer profound insights into the effectiveness of your campaigns. To elevate your awareness measurement strategy:
Compare Campaign Stages: Track baseline metrics, such as website visits or social media engagement, before launching a campaign. Post-campaign, assess the delta—this difference is your marketing lift.
Attribution Analysis: Identify which specific components of the campaign drove the lift. For example, was a spike in website traffic due to a single social media post or an influencer's shoutout? Pinpointing the source helps refine future campaigns.
Experimentation: Test varying messaging styles or channels within the campaign. For example, run an A/B test on job titles or content formats to discover what resonates most with candidates.
Broadening the Use of Influencer Marketing
To optimize influencer marketing for employer branding:
Micro-Influencers: Instead of solely targeting widely-known personalities, consider collaborating with micro-influencers—team leads, managers, or passionate employees with niche credibility in their industries.
Content Formats: Expand beyond posts. Use live Q&A sessions, employee-led company tours, or career-themed podcasts to engage followers authentically.
Repurposing Content: Don’t let content rest. Turn an influencer's testimonial into blogs, recruitment ads, or snippets for LinkedIn posts.
Diversifying Awareness Tactics
While influencer marketing shines, diversifying your channels ensures stability and reach:
Employer Brand Video: Invest in visual storytelling to depict company culture, values, and job roles through shareable content.
Community Engagement: Sponsor industry events, career fairs, or competitions that highlight your brand to a broader audience.
Employee Advocacy: Turn employees into brand ambassadors. Encourage them to share stories of their work experiences with their networks.
KPIs to Track Beyond Basics
Basic metrics like application rates and website clicks are important, but you can go further:
Quality Metrics: Assess the quality of applications by tracking interview-to-hire ratios.
Brand Sentiment: Use surveys or sentiment analysis to gauge how candidates perceive your employer brand after exposure to campaigns.
Retention Correlation: Post-hiring, analyze whether candidates sourced during high-awareness campaigns have higher retention rates.
By honing in on a multi-faceted measurement approach and adopting innovative outreach strategies, you can sharpen your employer branding edge and position your company as a sought-after destination for top talent. Are there specific areas you’d like to dive into even further?