Measurement, Data and Channels Terms

The application abandonment rate shows the share of people who start a job application form but do not complete and submit it within a set period.

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.

The candidate net promoter score is an indicator that measures how likely candidates who have been through the recruitment process are to recommend applying to the same organisation.

Career accounts are the company's LinkedIn, Instagram, YouTube and TikTok channels dedicated to the employer brand, telling candidates about culture, teams and opportunities.

A channel map defines which internal and external channels are used for which audience, purpose and content type.

Communication fatigue is when employees, exposed to too many channels and messages, stop reading, mute notifications and miss important messages.

A company culture assessment is a study of the values employees share, established habits and how decisions are really made in the organisation.

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.

An employee engagement survey is a comprehensive, usually annual study measuring the drivers of engagement: leadership, development, recognition, communication, wellbeing.

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.

Employer brand benchmarking is an employer comparing the experience or communication it offers candidates and employees with that of other employers against set criteria.

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.

Employer review platforms are sites where current and former employees rate and review companies anonymously (Glassdoor, Kununu, Indeed, LinkedIn reviews); candidates research there.

eNPS is an engagement indicator calculated from 0-10 answers to "Would you recommend our company as a place to work to a friend?".

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.

An internal communication audit is an assessment of how well an organisation’s internal messages, channels and communication processes meet employees’ needs.

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.

Message recall shows how far the target audience remembers the key message of an announcement or campaign after a set period.

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.

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.

The recruitment funnel is a model that shows, with numbers and conversion rates, how candidates progress through stages such as application, assessment, interview, offer and 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.

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.