Employer Brand Index

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    From Data to Success: Experian’s ROI Journey with the Employer Brand Index

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    At Link Humans, we’re always eager to delve into anything data-related. In this context, we had the privilege of chatting with Doug Kelsall, Global Recruitment Marketer and Branding Director at Experian, about the pivotal role the Employer Brand Index (EBI) plays in helping them gauge Return on Investment (ROI).
    In this edition of the Employer Branding Podcast, Kelsall sheds light on why Experian’s Employee Value Proposition (EVP) activation is an ongoing project and how the EBI serves as the cornerstone for their ROI assessment.
    EVP Tailored for Employee Engagement
    As the world’s foremost global information services company, Experian navigates diverse markets. It is known as a B2C entity in North America for consumer credit reporting and a B2B specialist in data analytics across Asia. The challenge lies in crafting an EVP that bridges these disparate perceptions while positioning Experian as an attractive destination for top tech talent.
    Kelsall emphasizes, “Our employer brand is designed to carry the load in talent attraction and brand awareness,” focusing on real employee stories and moments. Their EVP concentrates on employee engagement and the values crucial to their workforce.
    Evolving EVP Activation
    Experian’s EVP centers around four pillars: People first, Force for good, Innovate, and Together we win. Kelsall identifies “People first” and “Force for good” as the most popular among employees, reflecting the company’s genuine commitment to culture. He highlights the latter, “Force for good,” as a testament to Experian’s impactful work driving financial inclusion.
    Mapping the EVP across 16 employee lifecycle stages, from attraction to development, poses a substantial challenge. EVP activation is an ongoing process of refinement, aligning various materials, such as job postings and training materials, to ensure consistency.
    ROI Measurement through the EBI
    The tangible results are evident, with Experian reporting a record number of applications last year. Now, the focus is on elevating candidate quality and passive talent attraction. Kelsall relies on various accreditations and awards, including Fortune’s “100 Best Companies to Work For” and the CCLA Corporate Mental Health Benchmark. Additionally, Experian turns to Link Humans’ Employer Brand Index, a data-driven external evaluation, to measure success and prove the ROI on employer brand.
    These metrics form the foundation of a comprehensive monthly employer branding newsletter, reaching all of HR and beyond. Experian’s CEO has discussed their successful Glassdoor strategy with investors, indicating the increasing importance of employer brand in the company’s future.
    Insights and Tips from Kelsall
    For a deeper dive into Experian’s employer brand strategy, listeners are encouraged to explore the podcast. Kelsall offers valuable advice for employer brand professionals, emphasizing the power of collaboration and diversity within the team. He underscores the importance of consistency, stating that it outperforms sporadic moments of brilliance. Maintaining a candidate-centric approach consistently across platforms is key to success.

    Given the awards and metrics, it’s evident that Experian is making significant strides in the realm of employer branding. For those interested in Doug Kelsall’s work, connecting with him on LinkedIn is recommended. To measure your employer brand’s effectiveness, the Employer Brand Index, with its 16 key attributes, provides valuable insights for industry comparison.
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      How Mars Used the Employer Brand Index to Refresh Their EVP

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      Developing an employer value proposition (EVP) is essential for any organization that wants to attract and retain top talent.
      The EVP is a statement that summarizes the unique value that a company offers to its employees. It is a promise to employees about what they can expect in terms of compensation, benefits, development opportunities, and overall work experience.
      An EVP is essential for any organization that wants to attract and retain top talent. It helps communicate the company’s culture and values and shows potential employees why they should choose to work there.
      But how do you know if your EVP is working? And how do you know when it’s time for a refresh?
      That’s where Link Humans’ Employer Brand Index (EBI) comes in. The EBI is a comprehensive analysis of your employer brand that tells you what candidates, employees, and alumni are saying about your company online.
      Mars, Inc. is a global company with over 140,000 employees in 80 countries. They recently used the EBI to guide an EVP refresh for their organization.

      Refreshing an EVP on a Global Scale
      Mars is a complex organization with a wide range of businesses. Their EVP needed to be something that could resonate with employees and candidates all over the world.
      The first step in the refresh process was to conduct an EBI survey. The survey asked respondents about their perceptions of Mars on a variety of factors, including career development, culture and values, and work-life balance.
      The results of the survey showed that Mars had a strong reputation among its employees and candidates. However, there were a few areas where the company could improve. For example, respondents felt that Mars could do more to promote its mission and purpose.
      Using the EBI to Supplement Internal Surveys and Focus Groups
      In addition to the EBI report, Mars also conducted internal surveys and focus groups. These surveys and focus groups provided additional insights into the company’s culture and employee satisfaction.
      However, the EBI data had some advantages over the internal surveys and focus groups. First, the EBI survey was anonymous, which allowed respondents to be more honest. Second, the EBI survey reached a wider audience, including candidates and alumni.
      How Mars Uses the EBI
      Mars now uses the EBI to measure the effectiveness of its EVP on a regular basis. The company also uses the EBI to inform its decision-making on a variety of topics, such as talent acquisition, employee engagement, and corporate communications.
      Establishing Your EBI Baseline
      The EBI is a valuable tool for any organization that wants to attract and retain top talent. By using the EBI, you can get a clear understanding of how your employer brand is perceived by candidates, employees, and alumni. This information can help you to identify areas where you can improve your EVP and make your organization a more attractive place to work.
      To follow Marie Codet’s work in employer brand, connect with her on LinkedIn. For help gathering data and insights you can act on to improve your own company, get in touch.
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      The Impact of Sustainability on Your Employer Brand

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      At Link Humans, our goal is to help you understand why someone would want to join and stay at your company. The better you know your reputation as an organization, the easier it will be to attract the right people and get them to stick around.
      To do that, we do research and analysis to transform sentiment into data, analyzing over one million employer brand data points to create the Employer Brand Index. At its core, the index measures what current and prospective employees care about and how likely they are to say something about it.
      We also use this methodology to research trends in employer branding and talent attraction that may have implications for the industry’s future. We’ve previously looked at the role of diversity and inclusion at 20 top US tech companies, the state of innovation and technology at the top 10 US banks, and how employer brand values have shifted during the pandemic.
      For our newest study, we’re looking at how Environmental, Social, and Governance (ESG) principles impact employer brand and why they’re more important than ever, especially as we begin to recover from COVID-19. In our recent podcast, I caught up with Olivia Thompson, our Account Manager, to discuss the study results.
      What Our Data Tells Us About ESG
      In creating our Index, we go through a pervasive process of categorizing commentary according to positive and negative sentiment,” Thompson says. “From these comments, we categorize them even further into our sixteen employer brand attributes.”
      As we’ve been looking over our data for Q1 2021, we’ve noticed that ESG has been a significant driver of positive commentary. “85% of commentary towards this attribute is positive,” Thompson reports, and it’s also the second-highest mentioned attribute on social media. This combination of something likely to be talked about positively and widely shared is potent when it comes to your employer brand. This makes ESG a great driver of positive impact towards your overall Employer Brand Index score.
      Why Sustainability Should Be a Key Part of ESG Initiatives
      In her research, Thompson found that sustainability, in particular, formed 23% of the total number of positive ESG mentions in Q1 2021. Whether you’re talking about reducing plastic use, aiming to be carbon neutral, or starting initiatives to combat climate change in other ways, both employees and candidates are taking notice.
      ESG initiatives also have a strong link with another high-scorer from Q1 2021: mission and purpose. Candidates, employees, and alumni were likely to talk about an organization’s mission and purpose, and the commentary was overwhelmingly positive.
      “From a talent attraction and productivity perspective, maintaining a strong ESG agenda generally is important for both keeping your current employees motivated and attracting new ones,” Thompson says. The Future of Work study from PwC backs up this sentiment, finding that 65% of people worldwide want to work for an organization with a powerful social conscience.
      Activating Your Sustainability Message
      Our data also enables us to contextualize this information regarding who is saying what, which can help you understand how to make a plan for activation and impact. 46% of positive commentary on sustainability has come from senior management, and 90% of it happens on social media.
      Senior management needs to lead the charge in discussing sustainability and ESG initiatives on social media. Meanwhile, your team should look to leverage a range of channels, hashtags, and campaigns to boost activation—and track your success. “It’s people’s stories that are going to be of interest,” Thompson says, “and if the conversation is positive, you should try to boost it as much as possible.”

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