Key Performance Indicators for Measuring Employer Brand Success

Abstract

The present research proposes central key performance indicators with which to measure employer brand success. Having the right key performance indicators at hand is crucial when seeking to monitor the effectiveness and efficiency of employer branding efforts. The results are based on an extensive and interdisciplinary literature review and qualitative management interviews. A quantitative survey with employees (n = 160) provides further insights regarding the use and importance of the identified indicators. Based on an exploratory factor analysis five categories of key performance indicators are identified for employer branding that cover intra-organizational, market-based, and financially relevant aspects. Academic and managerial implications as well as arising limitations are discussed.