Measuring Your Employer Brand
Let’s be honest - measuring employer brand isn’t easy. One minute, all your metrics are ticking up - the next, they’ve plummeted and you’re fielding awkward questions in your one-to-one. Did we post something controversial? Was it the layoffs in our industry? Is it us?
And that’s exactly the problem. Employer brands are influenced by so many different things that figuring out what’s actually going on can feel like guesswork.
But it doesn’t have to be.
What Actually Affects Employer Brand?
Here’s the short answer: more than you think.
Sentiment - the way people feel about working at your company - can shift for all sorts of reasons.
- The wider market moves: Recessions, mass layoffs, viral TikToks about bad bosses—big things happen, and sentiment across industries takes a hit.
- Industry drama spills over: If you’re in tech, financial services, or anywhere else that’s headline-prone, your employer brand can take a knock just by association.
- Your own strategy lands (or doesn’t): A great campaign, a leadership change, a fresh EVP—these all move the needle, but they’re often competing with louder stories happening outside of the organisation.
So when your scores go up, is it because of the work you’ve done? Or because something in the market shifted? When they drop, what’s actually the reason why?
The Employer vs Consumer Brand Tangle
To make things even trickier, employer brand and consumer brand are heavily interlinked. The events in one impact another, and sometimes, they’re speaking in completely different languages.
A big product launch might flood your employer brand with feel-good vibes, even if nothing has changed internally. A customer service scandal can tank your reputation as a place to work, even if your employee experience is solid.
The two are separate, and distinct, but also interact with one another. Unless you’re tracking the relationship between the two, you can’t know what’s responsible for changes in your data.
Why This Actually Matters
When you can’t separate out all these influences, a few things happen:
- You can’t prove what’s working – or what’s not.
- You get blamed for stuff that isn’t your fault – but you still have to answer for it.
- You can’t build a solid business case – because the data doesn’t tell a clear story.
All of this makes it much, much harder to develop an effective employer brand strategy, and show the impact of the work you’ve done.
Here’s Where Wisdom Comes In
This is where Wisdom earns its name.
It helps you look at employer brand data in context—not just as an isolated number on a dashboard. So instead of reacting to every spike or dip, you get to understand the why behind it.
With Wisdom, you can:
- Track your employer brand over time – so you can see real progress (not just one-off bumps).
- Compare yourself to the market as a whole – is everyone down this quarter, or is it just you?
- Benchmark against your sector – if sentiment is dropping across the industry, that’s useful to know before you’re asked to “fix it.”
Book a demo today so you can start building a smarter employer brand.
Make your brand talented.
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