How can you identify talent gaps and opportunities using global employer branding metrics?

1 Metric 1: Awareness

Awareness is the measure of how well-known your employer brand is among your target talent segments and regions. It reflects your reach, visibility, and reputation in the global market. To measure awareness, you can use indicators such as web traffic, social media followers, media mentions, and referrals. By tracking these indicators, you can identify which regions and segments are more aware of your employer brand, and which ones need more attention and investment.

2 Metric 2: Consideration

Consideration is the measure of how interested and engaged your target talent is with your employer brand and value proposition. It reflects your relevance, differentiation, and appeal in the global market. To measure consideration, you can use indicators such as job views, application rates, employer reviews, and feedback surveys. By tracking these indicators, you can identify which regions and segments are more likely to consider working for you, and which ones need more persuasion and communication.

4 Metric 4: Advocacy

Advocacy is the measure of how loyal and satisfied your current and former employees are with your employer brand and culture. It reflects your retention, engagement, and reputation in the global market. To measure advocacy, you can use indicators such as retention rates, employee referrals, employee net promoter scores, and alumni networks. By tracking these indicators, you can identify which regions and segments are more likely to advocate for your employer brand, and which ones need more recognition and support.

By using these four metrics, you can identify your talent gaps and opportunities in the global market, and tailor your global employer branding strategy accordingly. You can also benchmark your performance against your competitors and industry standards, and monitor your progress and impact over time.