// Glossary · Measurement, Data and Channels
Employer Brand Awareness
Employer brand awareness is how far a target candidate audience recalls an organisation as a place to work unprompted, or recognises it when its name is given.
Someone who knows a company’s products may not know which fields they could work in there. That is why the measurement asks the question directly in the context of choosing an employer, and the candidate audience to be surveyed is defined in advance.
For example, first ask newly graduated engineers, “Which companies come to mind as employers in your field?” Then show a list of companies and ask which ones they recognise as employers. The first question measures unprompted recall and the second prompted awareness. In the next measurement, use the same target audience and question order.
// Measurement, Data and Channels