Companies that want help with employer-brand campaigns can go to conferences, read blogs and hire consulting firms to perform audits and prescribe courses of action. They also can choose Web-based data analysis tools to measure the outcomes of their employer-brand efforts.
Here's a rundown of a few of the available employer-brand analysis tools:
CareerBuilder: The job website's corporate customers can use the new Recruitment Performance Portal dashboard to analyze how effective their help-wanted ads are compared with competitors looking to fill the same positions in the same locations. The dashboard is free for companies posting U.S. jobs, and "thousands" are using it, according to company spokeswoman Jennifer Grasz. Watch this demo for additional details.
Glassdoor: The workplace review site lets job seekers look up more than 14 million job postings and salary information at more than 250,000 companies, and employees anonymously rate their own workplaces. But employers use it, too, to keep tabs on what people are saying about them. Companies such as PepsiCi Inc., Facebook Inc. and Deloitte also maintain paid profiles on the site to showcase what they think makes them good places to work for and to highlight certain open jobs, according to the company. Glassdoor publishes an annual 50 best places to work list based on employees' rankings, which companies use to gauge employee satisfaction or engagement.
Great Place to Work Institute: The workplace rating nonprofit plans to unveil a service called Great Rated that includes ratings, reviews and jobs at its annual conference in April. Ratings will be based on employee surveys, and reviews will be written by experts based on the organization's existing workplace research method as well as "what employees say working life is like," according to the company. The service is free for job seekers, who can connect it with their Facebook and LinkedIn accounts. Corporate subscriptions are $995 a year and up.
LinkedIn: Launched last October, the LinkedIn Talent Brand Index measures how familiar job candidates are with a company based on how many of them follow the company's LinkedIn profile or connect with its employees. The tool measures how many LinkedIn users know and are interested in a particular company and is free to businesses that buy LinkedIn's corporate recruiting software.