Known and trusted by the right ones

When auditing employer brand work and understanding the context, evaluating the current status and analyzing conversation sentiment can be helpful.

Three questions:

• How much do they know about us as employers? (awareness)
• What do candidates and employees say about us? (topics)
• What's the polarity of the conversations: positive, neutral, negative? (sentiment)

Reach is considered the top metric for evaluating awareness. The funnel thinking reinforces this logic, and then all actions are taken to increase it.

More reach isn't the problem. It will just lead to exhaustion, waste of resources, and more noise if one element isn't addressed: clarity.

Thanks to clarity, it's simpler to define who you are as an employer, and who you're not. Who are you for, and who are you not?

This means that you'll direct your attention and choose to listen to the right conversations. You may want to become a dream employer for a specific group of people, not the entire universe.

The real top of the funnel is not awareness. It's clarity.