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The biggest thing missing from most employer brands.
I’ve spoken with hundreds of employer brand professionals over the last few years, everywhere from Amsterdam and Dubai to London and Tennessee. The more conversations I’ve had, the more one thing has become obvious to me.
While employer branding, as an industry, is getting a lot of things right, there’s something almost everyone I spoke to isn’t quite nailing: measurement.
The Conference Board’s 2025 report found that only 18% of organisations measure and communicate their employer brand’s ROI. HR.com discovered that only 24% of organisations with employer brands do any measurement at all.
Why does this matter?
Because it means only 24% of organisations actually know how their employer brand is landing, how candidates and colleagues feel about it, and what kind of impact it’s having on attraction, engagement and retention.
Employer brand measurement is how you know what is and isn’t working, so you can take informed steps to evolve it, optimise it and tailor it for different audiences. This is hugely important, and it’s only half the story.
The other way employer brand measurement shows its value is in the boardroom. When you measure, you get evidence. When you have evidence, you can build a far stronger case for continued investment. You can prove impact and ROI, and you can also highlight how your competitors are doing in the race for reputation and recognition.
I know first-hand how much time, effort and resources go into developing and launching an employer brand. I’ve had the privilege of helping many organisations bring theirs to life over the years.
So it pains me when I hear about employer brands drifting and fading away because they can’t justify ongoing investment, or employer branding people losing their jobs because the brand is seen to be ‘done’ and there’s no further budget for activation or evolution.
Measurement keeps that all-important momentum going. And it gives us the power to prove to others what we already know – that employer branding really does make a difference.
Other webinars
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The Zero-Click Advantage: Optimising international education visibility in the era of AI overviews with The PIE
In this webinar session, hosted by The Pie, SMRS' Tom Johnson and Vicky Conroy will explore how universities can build meaningful visibility in an AI-first world through Generative Engine Optimisation (GEO) on an international scale.
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One institution, many cultures: Turning your team's culture into a driver of performance
Turn culture into a driver of performance. Explore how to measure and improve workplace culture across teams, faculties and locations to support strategy, retention and growth.
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In-person events
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The PIE Live Ireland 2026
Heading to THE PIE Live Ireland? Meet the SMRS team to explore the ideas, challenges and opportunities shaping higher education's future.
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LovePG Conference 2026
Join SMRS at LovePG 2026 to explore the latest thinking in postgraduate recruitment, student progression and engagement. Discover new research, practical insights and networking opportunities with higher education leaders and marketers.
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