10 Employer Brand Metrics Your CHRO Needs to Know (and You Need to Track) 

Ever wonder what your Chief People Officer cares about when it comes to your employer brand? It’s time to prove the value of your work with hard data and employer brand metrics that matter. In today’s competitive job market, a strong employer brand is more crucial than ever. It’s not just about attracting top talent; it’s about building a loyal and engaged workforce. And while your team may be working tirelessly to enhance your employer brand, it’s essential to measure your efforts to demonstrate their impact. 

Here are ten key metrics that can help you gauge the effectiveness of your employer branding initiatives and get your CHRO’s attention: 

Culture & Engagement: The Heart of Your Brand 

1. Storytelling Powerhouse: How many employee-generated stories did you capture and share? This metric measures the extent to which your employees are willing to share their experiences and stories. It reflects the level of employee engagement and pride in the company. 
2. Internal Buzz: How many employees interacted with your stories? This metric assesses the internal reach of your employee stories. It indicates how well your stories resonate with employees and foster a sense of community. 
3. Viral Content: Which types of stories are generating the most buzz? By identifying the most engaging types of stories, you can tailor your content strategy to maximize impact. This could be anything from employee spotlights to company culture videos. 
4. Glassdoor Sentiment: How has your company’s rating and reviews improved on platforms like Glassdoor? Monitoring your company’s reputation on employee review sites like Glassdoor can provide valuable insights into your employer brand perception. Tracking positive sentiment progress can help you gauge the effectiveness of your efforts to improve employee satisfaction and retention. 
5. Social Media Sentiment: How has your brand’s social media sentiment changed? Social media is a powerful tool for shaping your employer brand. By tracking positive sentiment on your social media channels, you can measure the impact of your content and engagement strategies on your brand perception. 

Talent Attraction: Your Secret Weapon 

1. Employee Advocacy Advantage: How many candidates were driven to your career site through employee-shared content? Employee-generated content can be a powerful driver of traffic to your career site. By tracking the number of candidates who discover your job openings through employee stories, you can measure the effectiveness of this channel. 
2. Hire-Powered Content: How many applicants were hired as a result of employee or corporate-generated content? This metric directly measures the impact of your employer branding efforts on your hiring pipeline. By tracking the number of hires resulting from employee or corporate-generated content, you can demonstrate the ROI of your initiatives.
3. Organic Reach, Organic Results: What percentage of your applicant pool came organically through employee-shared content? Organic reach through employee-shared content can be a cost-effective way to attract top talent. By tracking the percentage of applicants coming through this channel, you can measure the impact of your employee advocacy program. 
4. Slashing Ad Spend: How much have you reduced job ad spend due to organic storytelling? By leveraging employee-generated content to attract candidates, you can reduce your reliance on paid advertising. Tracking the percentage cost reduction on job ad spend can demonstrate the financial benefits of your employer branding efforts. 
5. Channels Driving High Quality Candidates: Which channels are resulting in the highest quality candidate? Quality is tricky to measure but the most basic one that aligns directly with employer branding is how many applicants resulted into hires from the various campaigns.

 By tracking these metrics, you can gain valuable insights into the effectiveness of your employer branding initiatives and make data-driven decisions to improve your strategy. Remember, a strong employer brand is a long-term investment that can yield significant returns in terms of talent acquisition, employee engagement, and overall business performance. 

Want to stay ahead of the curve on employer branding trends? Download Cliquify’s 2025 Employer Brand Priorities & Budget Report. 

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