How to Measure Your Employer Brand

We’re big on helping recruitment companies succeed at Hunted. In fact, that’s basically all we’re about. Which is good news for you.

A large part of your company’s success hinges on your brand.

Now if you’ve been listening, you’ll already know a recruitment company has two brands. There’s the one candidates and clients interact with.

And there’s the one internal staff know. This is your employer brand, and it’s what we’re concerned with today.

To improve your brand, you first need to know what to work on. And that means analysing what’s good about it, and what’s bad.

How to Measure Your Employer Brand

But how?

Glad you asked.

See, every company has a brand.

Even if you’re six months in and don’t have a logo yet, you have a brand. A brand is essentially how you’re thought of. The feeling or emotion that comes up when people (in this case employees) think about you.

But that opinion’s often a little hard to get. And certainly the real, unadulterated, honest opinion you actually need.

Asking your staff whether they like the brand’s a good start. But you can’t exactly just ask them outright, cause are they really going to be honest?

“Unlucky not to hit target, hopefully get there next month, oh and just quickly, payroll’s being done tomorrow, what do you think of our brand?”

You need to get your staff’s opinions in a safe and guarded way. Where there’s no chance you’re going to react to the answer. Or work out who’s given that particular scathing attack… or pleasant compliment.

So let’s start with Glassdoor.

Now before you start moaning and go and read something else, it’s fairly obvious that Glassdoor reviews aren’t always honest.

Especially if you count the ones some recruitment Founders post late at night through gritted teeth, desperately attempting to claw back control.

But taking the emphasis of Glassdoor reviews will highlight bare truths you can work on.

You’ll find snippets of information you can use in your favour.

How much is the training mentioned? What are the thoughts on management style? What’s your overall employer rating? What’s the approval rating for leadership? What are the good parts?

And yes, what are the bad parts?

Also, instead of trying to work out which miscreant left such a hateful tirade, and ponder which sweet brand of failure they’ve gone on to next, take some time to understand them.

Ask yourself this: If this review was accurate and representative, what would you do?

Because simply responding to it won’t fix the issue.

How to Measure Your Employer Brand

Create an anonymous survey

There’s quite a few things to mention on surveys and in truth, you’d probably be better off staggering your brand research over some time, lest it affect the brand itself.

“We take too many surveys” isn’t the best feedback. That said, it’s definitely not the worst.

If you’re to get a truly honest opinion, your staff need to be 100% convinced nothing they respond will get back to them. Otherwise I guarantee it won’t be honest advice. And this is important.

You haven’t won if you can work out who the negative replies come from. It might seem like that, but you’ve made your entire process redundant.

I can’t say this enough, but you really don’t want a bunch of coerced yeses. Honest opinions are like gold dust.

This means you need to think about how you ask your questions. Asking for written replies, for example, will be a dead giveaway.

What to ask

It’s tempting to look around at other surveys and steal the lot. But it’s highly unlikely to get to the cause of your issue.

In an ideal world, you’ll look at one of the finer points of your brand and focus entirely on that.

So it could be about commission.

Or base salaries.

Or diversity and inclusion.

Or management styles.

Basically any of the factors of your company you’d consider smaller elements to the bigger picture.

Reverse engineering your questions about the one thing you need opinions on, will guarantee your answers are focused.

How to ask

Yes, it’d be great to plonk a huge document on your staff’s desks and learn the secrets to their inner souls. But they’ve all got jobs to do and, this may come as a surprise, no one really enjoys doing surveys.

So keep them short and snappy.

Ideally with answers on a scale, so they can zip through and leave their thoughts over a cup of tea.

Which tool?

There’s a few to choose from, here’s some of the best known…

SurveyMonkey

SurveyMonkey’s one of the most well known on the market. For free, they allow you 10 questions per survey and 40 responses. This is perfect for smaller companies or teams.

But on the free version you do get unlimited surveys.

Naturally you can pay to increase your options too.

Survey Sparrow

Survey Sparrow

Who’d win in a fight between a monkey and a sparrow?

Let’s find out.

Survey Sparrow has the same amount of questions (10) for free. But lets you receive 100 responses a month. So… the sparrow wins the first round.

You can embed your survey on a page of your choosing, which is great, if that’s useful for you.

Once you start laying down money however, the odds change, with Survey Sparrow the slightly cheaper option, so check out the plan that’s right for you.

SoGoSurvey

SoGoSurvey

One more then, and SoGoSurvey offering the best of both worlds on their free tier. With a tool they humbly call ‘The Most Comprehensive and Secure Experience Management Platform’.

Sounds businessy, doesn’t it?

Here’s the lowdown. SoGoSurvey allows unlimited surveys and unlimited answers. Meaning you can deep dive where appropriate, but do remember what I said above about being short and snappy.


There you go then.

A comprehensive way to get an opinion on your employer brand.

And in case you’re sitting there wondering where to start, you’ll get more ideas than you can shake a headset at with our full Employer Branding Guide.

It’s free to download and available right here.