Measuring employer branding and recruitment

A practical framework from Levi Strauss & Co.

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Employer branding

Measurement is the constant struggle of any communications pro. Putting into numbers how hearts and minds are being changed through a thoughtful, consistent communications strategy is a trial, and one that the industry continues to refine and perfect.

It can be even more difficult to measure effectively when you drill down into more niche areas of the industry, like employer branding.

It may be tempting to merely measure branding in terms of the number of applications received. But like any area of PR, the true picture will emerge only through a nuanced understanding of the big picture.

During Ragan’s recent Employee Communications & Culture Conference, Antonio Stephens, director of DE&I communications and employer branding at Levi Strauss & Co., shared how the organization ensures that its efforts are impacting public perception in a variety of ways that ultimately all ladder back up to broader business goals.

The core goals of Levi Strauss’ employer branding efforts are:

The measurement framework includes:

Familiarity: Take the user from unfamiliar or slightly aware to knowledgeable, perceptive or interested regarding the post or communication. Measurement is to increase impressions.

Advocacy: Share and amplify, like, comment

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