Key Performance Indicators for Measuring

Employer Brand Success

Isabelle Hillebrandt, Bjoern S. Ivens, and Nina Krey

Abstract The present research proposes central key performance indicators with
which to measure employer brand success. Having the right key performance indi-
cators at hand is crucial when seeking to monitor the effectiveness and efficiency of
employer branding efforts. The results are based on an extensive and interdisciplin-
ary literature review and qualitative management interviews. A quantitative survey
with employees (n = 160) provides further insights regarding the use and importance
of the identified indicators. Based on an exploratory factor analysis five categories
of key performance indicators are identified for employer branding that cover intra-
organizational, market-based, and financially relevant aspects. Academic and mana-
gerial implications as well as arising limitations are discussed.

References: Available upon request

I. Hillebrandt (*) • B.S. Ivens

University of Bamberg, Bamberg, Germany
e-mail: Isabelle.hillebrandt@uni-bamberg.de; Bjoern.Ivens@uni-bamberg.de
N. Krey
Louisiana Tech University, Ruston, LA 71272, USA
e-mail: nlk002@latech.edu

© The Academy of Marketing Science 2016 351

M.D. Groza, C.B. Ragland (eds.), Marketing Challenges in a Turbulent
Business Environment, Developments in Marketing Science: Proceedings
of the Academy of Marketing Science, DOI 10.1007/978-3-319-19428-8_92