// Glossary · 15 terms
Measurement, Data and Channels Terms
eNPS, surveys, hiring metrics, KPI set and channel terms.
A
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Application Conversion Rate
Application conversion rate shows what share of people who view the career page or a job ad complete an application: an indicator of career page and ad quality.
C
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Career Social Media Accounts
Career accounts are the company's LinkedIn, Instagram, YouTube and TikTok channels dedicated to the employer brand, telling candidates about culture, teams and opportunities.
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Channel Map
A channel map defines which internal and external channels are used for which audience, purpose and content type.
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Communication Fatigue
Communication fatigue is when employees, exposed to too many channels and messages, stop reading, mute notifications and miss important messages.
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Cost per Hire
Cost per hire is total internal and external hiring cost divided by the number of hires: a core metric for the return on employer brand investment.
E
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Employee Engagement Survey
An employee engagement survey is a comprehensive, usually annual study measuring the drivers of engagement: leadership, development, recognition, communication, wellbeing.
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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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Employer Review Platforms
Employer review platforms are sites where current and former employees rate and review companies anonymously (Glassdoor, Kununu, Indeed, LinkedIn reviews); candidates research there.
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eNPS (Employee Net Promoter Score)
eNPS is an engagement indicator calculated from 0-10 answers to "Would you recommend our company as a place to work to a friend?".
F
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Focus Group
A focus group is a moderated qualitative research session with 6-10 employees or candidates exploring a topic in depth: a core tool in EVP and internal communication work.
I
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Internal Communication Read and Participation Rate
Read rate is the share of the target audience that opened or read an internal communication item; participation rate measures likes, comments, survey responses and event attendance.
O
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Offer Acceptance Rate
Offer acceptance rate is the percentage of job offers accepted; it measures the credibility of the candidate experience and employer brand at the final step.
P
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Pulse Survey
A pulse survey is a short 3-10 question survey run frequently (monthly or quarterly) to track employee sentiment and the impact of communication in near real time.
S
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Source of Hire
Source of hire analysis shows which channel (referral, career page, social media, job board, agency) hires come from, with the cost and quality of each.
T
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Time to Hire
Time to hire is the number of days from a role opening (or a candidate applying) to offer acceptance: the speed indicator of the hiring funnel.
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// Guides
Guides to go deeper
End-to-end guides that turn the glossary's concepts into practice.
The Employer Branding Guide: What It Is, How to Build It, How to Measure It
An end-to-end, practical guide from the definition of employer branding to the EVP, the strategy map, career accounts and the KPI set. For HR, corporate communication and marketing teams.
Read the guide → 02The Internal Communication Guide: Strategy, Channels, Leadership Communication and Measurement
For HR and corporate communication teams moving from sending announcements to strategic internal communication: channel map, annual calendar, leadership and manager communication, special days, crisis protocol and measurement.
Read the guide → 03The EVP Guide: How to Design and Live an Employee Value Proposition
Step-by-step employee value proposition design, from the five dimensions of an EVP and the research method to writing the pillars and rolling them out across internal and external channels. With sample pillars and a proof template.
Read the guide → 04The HR Consulting Guide: When You Need It, How to Choose, How to Measure
When and how to use external expertise for hiring, engagement, culture and communication problems: consulting types, selection criteria, working model, scope and success indicators.
Read the guide →