Proving the value of employer branding: Metrics, mindset & momentum

Most teams invest in employer branding, but only a tiny 18% can confidently prove it’s delivering results.

If we can’t show impact, we can’t earn influence.

Likes and followers might look good in a slide deck, but they don’t move candidates through the funnel. The metrics that matter are the ones tied to real outcomes: awareness that leads to interest, content that sparks applications, and brand messaging that improves quality-of-hire. It’s all about connecting your work to the candidate journey and the company’s goals, and telling that story in a way your CFO, recruiters, and marketing team care about.

At IHR Live London 2025, Modiara Kamp, Head of Employer Branding at BCG, has tackled the big question every employer branding professional should be ready to answer: What’s the business impact?

She didn’t just tell us to measure. She showed us how.

Some key takeaways were:

• Measurement isn’t optional, it’s how employer branding earns influence
• Focus on movement through the hiring funnel, not vanity metrics
• Tailor reporting to what different stakeholders value
• Start small, stay consistent, build credibility over time

If you've missed this insightful session, you can now watch it below.