// Glossary · Measurement, Data and Channels
Employer Brand KPI Set
An employer brand KPI set is a group of indicators across awareness, attraction, conversion, experience and retention that reports the result of employer brand investment to leadership.
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No single metric can describe the employer brand. A good set follows the funnel: awareness (reach, followers, career page visits), attraction (application volume and quality, source share), conversion (application conversion, offer acceptance, time and cost per hire), experience (candidate satisfaction, onboarding survey, eNPS), retention (first-year and overall turnover).
Why it matters
The KPI set turns employer branding from "marketing expense" into "investment": leadership sees which work brings which result and decides budget accordingly.
In practice
- 8-12 goal-linked indicators with baselines
- A monthly dashboard and a quarterly leadership report
- Contribution analysis by campaign and content
// Measurement, Data and Channels