Humanizing the Employer Brand with HR Metrics and Workforce Analytics

Taking a human approach to building employer brand


Though there are currently an estimated 213 million companies worldwide, there are only a few companies job seekers would fight, if not kill, to get in. This is due to the employer brand, which is the company's reputation and popularity amongst potential employees. According to statistics, 9 out of 10 candidates would apply for the job when it's from an employer brand that is actively maintained. Meanwhile, 84% of job seekers say the company's reputation as an employer is important when deciding where to apply. But the pandemic and the Great Resignation has shattered several companies' employer brand, uncovering the many flaws in these companies. But this can be fixed.

Since an employer brand is mainly created by your current employees, you can improve it by diving deeper into the human side of your company. You see, employees in all organizations generate organizational data through emails, chats, documents, and much more. This data can be analyzed to study what makes your company stand out from others and what you lack. Once you understand that, you can maximize your strengths and improve areas in which you lack behind. Many tech giants already use advanced people analytics technology to enhance their employer brand and attract new talents. Let's see how!

The HR Metrics and Workforce Analytics Approach

A multinational conglomerate could not communicate a consistent employer brand message on social media despite its employees' high internal ratings. The company decided to take help from data analytics.

The analysis revealed a lack of motivation amongst employees to post about the company, often on social media sites like LinkedIn, Glassdoor, and Indeed. This was bringing down the employer brand of the company.

Consequently, the company surveyed its employees about what they would want to post on social media about. The HR metrics and workforce analytics survey results demonstrated that workers were interested in posting about social events, team gatherings, and recognition awards.

Implementing the Findings

Subsequently, the company initiated a social media campaign encouraging its workforce to talk about the company on social platforms. The data-driven campaign initially focused on social events and later included other topics like overall experience and company-led campaigns. It welcomed posts, comments, and suggestions of all nature, be it positive or negative, boosting its employer brand created by its honestly happy employees.

The initiative featured a "How to Be a Digital Industrial Brand Ambassador" curriculum that also taught its employees how to improve their public personas. They displayed faith in their staff while also gaining vital knowledge about what content truly engages on social. Eventually, they were able to boot their employer brand and attract more talents from across the world.

In the case mentioned above and many more, companies take support from HR analytics. That is because candidates are both tech-savvy and skeptical and tend to trust people more than they trust the company's marketing campaigns. Therefore, it is essential to include the human side of your company when building your employer brand. So, are you ready to humanize your employer brand yet?

Bivek Minj graduated from the Indian Institute of Mass Communication with a degree in English Journalism. He serves as a Content Writer at ZL Tech India's Marketing department. He comes to the industry with a desire to learn and grow.