Brand Awareness Quotient: A Metric for Effectiveness of Employer Branding Initiatives

There is a need to appropriately measure the effectiveness of Employer branding initiatives taken by an organization. There are a lot of questions to be addressed while measuring the effectiveness of the past or existing initiatives and formulating a new Employer branding strategy such as: Do the objectives of the Employer branding completely meet the initiative? What is the reach of the initiatives? Whether to continue with the same initiative or not in future? Hence while designing a new improved Employer branding strategy, there needs to be an appropriate initiative measurement methodology which can address the above questions quantitatively. This paper is an attempt to create A matrix “Brand Awareness Quotient” which will help in measuring the efficacy and support decision making for formulating the new strategy the same. This quantitative way of scoring and analyzing each and every initiative provides a 360-degree overview of the complete Employer branding strategy of the organization.