Measuring the impact of talent marking in a way that aligns with the rest of the business and demonstrates value for the c-suite has always been challenging. TA leaders often find themselves judged by measures and outcomes they don't fully control, which are impossible to translate into business value.
So how do you prove the business impact of recruitment marketing and employer branding, particularly in such volatile times?
My guest this week is Nick Thompson), Global Talent Marketing Leader at IBM.) Nick and his team have been working on this issue for a while and have devised a way of measuring the value of talent marketing that resonates with the C-Suite and provides a laser focus for optimisation and improvement.
In the interview, we discuss:
The scale of recruiting at IBM
The current state of the global market for tech hiring
The shortcomings of existing talent marketing metrics
Speaking the same language as the rest of the business
Measuring where you have ownership and control
What is the time to apply metric, and how was it developed?
What insights does time to apply enable?
Mapping onto business value
The reaction
The levers that reduce time to apply
Removing the reasons why people don't click apply
The role of employer branding
Advice to TA leaders
Listen to this podcast on Apple Podcasts)
