How do you measure employee advocacy? See how

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How do you measure employee advocacy?

To measure employee advocacy, you can use both internal and external metrics.

Internal metrics focus on measuring program adoption within the organisation, while
External metrics assess the impact of employee advocacy efforts on key business areas such as sales, recruiting and marketing

Here are some examples of both types of metrics:

Internal Metrics:

Participation Rate: Measure the percentage of employees actively participating in the employee advocacy program. This can include tracking the number of employees who have signed up, completed training and regularly engage in advocacy activities
Content Sharing Frequency: Monitor the frequency of content sharing by employees. Track the number of shares per employee per week, or month to assess the level of engagement and advocacy
Reach and Amplification: Measure the reach of employee shared content. Analyse the number of impressions, clicks and engagements generated by employee shared posts on social media platforms or through other channels
Employee Feedback: Conduct surveys or feedback sessions to gather employee perceptions and feedback about the employee advocacy program. Understand their satisfaction, motivation and barriers to participation

External Metrics:

Recruiting Impact: Track the number and quality of candidates that come through employee referrals. Measure the conversion rate of employee referred candidates compared to other sources. Assess the time and cost to hire metrics for employee referred candidates
Brand Reach and Engagement: Monitor the impact of employee advocacy on brand visibility and engagement. Measure metrics such as social media reach, brand mentions, website traffic from employee shared content and the level of engagement with brand related posts
Marketing Performance: Analyse the effectiveness of employee advocacy in supporting marketing campaigns. Measure the increase in website traffic, lead generation, conversion rates and overall campaign performance attributed to employee advocacy efforts

These metrics provide insights into the effectiveness and impact of employee advocacy programs.

As a metaphor you can say, that it’s in the analysis that your employee gold mine is located.

Regularly analyse and evaluate these metrics to identify areas for improvement and make informed decisions to enhance employee advocacy within your organisation.

If you want to go a bit deeper in your analysis you can start analysing:

Employee referrals
Job portal traffic
Time to hire

Let's start with the referrals made by your employees.

Employee referrals

Employee referrals can be a valuable source for finding high quality candidates and can have a positive impact on recruiting efforts. To measure the effectiveness of employee referrals, you can consider the following metrics:

Referral Rate: Measure the percentage of job applicants who come through employee referrals compared to other sourcing channels. This metric indicates the proportion of candidates who are referred by employees
Track the conversion rate of referred candidates from application to hire. This metric measures the effectiveness of employee referrals in progressing candidates through the hiring process
Compare the time it takes to fill positions with referred candidates versus candidates from other sources. A shorter time to fill for referred candidates may indicate the efficiency and effectiveness of employee referrals in the recruiting process
Assess the performance and retention rates of employees who were referred by existing employees. Compare their performance to hires from other sources to determine if employee referred candidates tend to be higher quality hires
Calculate the cost associated with hiring candidates through employee referrals. Compare it to the cost of hiring candidates from other sources to evaluate the cost effectiveness of employee referrals
Referrer Engagement: Measure the level of engagement and participation of employees in the referral program. Track the number of employees who actively refer candidates and the frequency of their referrals. This metric helps gauge the overall engagement and advocacy of employees in the referral process
Referral Feedback: Gather feedback from employees who have made referrals to understand their experience with the referral program. Ask about their satisfaction, suggestions for improvement and any challenges they may have faced

Job portal traffic

Job portal traffic refers to the number of visitors or users accessing a job portal website. Measuring job portal traffic can provide insights into the popularity, visibility and effectiveness of the portal in attracting job seekers.

Here are some metrics to consider:

Unique Visitors: This metric counts the number of individual users who visit the job portal within the last 30 days. It gives an indication of the reach and potential audience size of the portal
This metric measures the total number of visits to the job portal, including repeat visits from the same users. It provides an overall view of the volume of traffic on the site
Pageviews represent the number of pages viewed by visitors on the job portal. It helps understand the level of engagement and the areas of interest for job seekers on the platform
Bounce rate measures the percentage of visitors who leave the job portal after viewing only a single page without taking any further action. A high bounce rate may indicate that users are not finding what they are looking for or that the portal's content or user experience needs improvement
This metric tracks the average amount of time visitors spend on the job portal. A longer average time on site suggests that users are engaged and exploring the content, whereas a shorter time may indicate that users are quickly navigating away
Analyse the sources of traffic to the job portal, such as direct visits, organic search, referrals from other websites or paid advertisements. Understanding the source of traffic can help optimise marketing and advertising strategies
If the job portal allows users to apply for jobs or take other desired actions, track the conversion rate, which represents the percentage of visitors who successfully complete the desired action. This metric helps assess the effectiveness of the portal in driving user engagement and job applications
Gather information about the demographics of job portal visitors, such as location, age, industry or job function. This data can provide valuable insights into the target audience and help tailor the portal's content and features to better meet their needs

Time to hire

Time to hire is a critical recruitment metric that measures the amount of time it takes to fill a job vacancy from the moment the job opening is posted to the candidate's acceptance of the job offer. It is an important indicator of the efficiency and effectiveness of the hiring process.

Here's how you can calculate and analyse time to hire:

Define the Start and End Points: Determine the starting point of the time to hire calculation, which is typically when the job opening is officially posted or approved. The end point is when the selected candidate accepts the job offer
Track Time: Monitor the time taken at each stage of the hiring process, including sourcing, screening, interviewing, reference checks and offer negotiation. This can be done by recording the dates or timestamps when candidates move from one stage to another
Subtract the start date/time from the end date/time to calculate the total time to hire. This will give you the number of days or weeks it took to fill the job vacancy
Analyse the time to hire metric to gain insights and identify areas for improvement in the recruitment process. Consider the following aspects:

Benchmarking: Compare your time to hire with industry averages or internal historical data to determine if your hiring process is efficient or if it needs optimisation
Breakdown by Stages: Evaluate the time taken at each stage of the hiring process to identify bottlenecks or areas where delays occur. This will help you focus on improving specific stages that contribute to a longer time to hire
Time to hire: (Measure time to start, which is different to time to hire as compliance can have a real impact on the second date and significantly slow down a new hires actual start date from the date they were hired). For example, if you hire within 24 hours, but the start can take as long 7 weeks due to compliance checks. Notice periods also have an impact on time to start that you can’t have an impact on but you can track to caveat length of time
Analyse time to hire based on different job categories or levels within the organisation. This can help identify if certain roles have longer or shorter time to hire and if adjustments are needed for specific positions
Impact on Candidates: Consider the impact of a longer time to hire on candidate experience and overall candidate satisfaction. A lengthy hiring process may result in losing top candidates to competitors or creating a negative impression of the organisation

Process Optimisation: Based on the analysis of time to hire, identify opportunities for process improvements, such as streamlining screening methods, shortening decision making cycles or enhancing collaboration between hiring stakeholders

Continual Improvement: Regularly review and assess time to hire metrics to track progress and measure the effectiveness of any process changes implemented. Continually refining the hiring process based on data driven insights can help reduce time to hire and attract top talent more efficiently

Are you interested in seeing how to attract top talent more efficiently? If yes, then click below:

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How do you measure employee advocacy? See how