Module 9: HR Campaign Impact Measurement

Module Overview

We'll begin by discussing the importance of setting clear objectives. Establishing clear
goals is the foundation of any successful human resource campaign. Objectives provide
direction and allow you to measure progress effectively. Next, we'll explore key
performance indicators, KPIs, the specific metrics that help track and assess the
performance of human resource initiatives. KPIs are vital tools that bridge the gap
between human resource activities and organizational success. Talent acquisition
metrics will be Our next focus. We'll examine metrics like time to feel, cost per hire, and
quality of hire, which are essential for evaluating the efficiency and effectiveness of
your recruitment strategies. Moving on, we'll discuss Employee Branding Metrics and
Employee Engagement. These metrics help you understand how your organization is
perceived by both current employees and potential candidates. A strong employer
brand and high levels of employee engagement are crucial for attracting and retaining
top talent. Conversation rates and quality of hire are key indicators of how well your
recruitment process are performing. We'll delve into how these metrics can reveal the
success of your hiring strategies and the long-term impact of new hires. We'll also cover
employee retention and candidate experience. High retention rates indicate a healthy
workplace culture, while a positive candidate experience enhances your reputation and
increases your ability to attract the best talent.

Finally, we'll discuss how to communicate HR metrics results. Understanding your data
is only half the battle. Effectively, communicating these insights to stakeholders is
critical for ensuring that your findings lead to actionable decisions and continuous
improvement. It's a concept. By the end of this lecture, you'll have a comprehensive
understanding of how to measure and communicate the impact of human resource
campaigns, equipping you with the skills to drive better outcomes for your
organization. Let's begin our exploration into the world of HR metrics.

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

 Campaign Impact Measurement: Objectives

At the very beginning, we can see that human resource campaigns should analyse
some of the very important aspects. Hr campaigns can have various objectives
depending on the organization's needs and strategic priorities. Some common
objectives of human resource campaigns include: talent acquisition, attracting and
recruiting top talent to feel vacant positions and within the organisation. This includes
promoting job openings, showcasing the company culture, and highlighting career
opportunities. Employee opportunities. Employee branding. Enhancing the company's
reputation as an employer of choice. This involves show-ecasing the organization's
values, culture, and employee benefits to attract and retain talent. Employee
engagement. Increasing employee satisfaction, motivation, and commitment to the
organisation. Human resource campaigns may focus on promoting company events,
recognition programmes, and initiatives that foster a positive work environment.
Onboarding and retention. Facilitating smooth onboarding processes for new hires and
improving employee retention rates. So this These campaigns may include resources
and support for new employees to integrate into the company. Culture, effectively.
Training and development. Promoting learning opportunities, skill development
programmes, and career advancement initiatives to enhance employee capabilities
and career growth within the organisation. Diversity and inclusion, promoting diversity,
equity, and inclusion, initiatives to create a more inclusive workplace culture.

This involves highlighting the organization's commitment to diversity and showcasing

diversity-related programmes and policies. Internal communication is one of the
possible objective of HR campaigns, improving communication channels and
transparency between the organisation. Compains may focus on sharing important
updates, company news, and fostering a sense of community among employees.
Performance management. Enhancing performance management processes and
employee feedback mechanism to drive continuous improvement and goal alignment.
Change management. Supporting employees through organisational changes such as
mergers, acquisitions, restructuring, or new strategic directions. These campaigns may
focus on communication strategies and support initiatives during transnational periods.
Health and wellbeing, promoting employees' wellness programmes. Health, benefits,
and initiatives that support physical and mental well-being in the workplace. Each of
these objectives aims to align human resource initiatives with broader organisational
goals, improve employee experiences, and ultimately contribute to the overall success
and sustainability of the organisation. Let's see some other aspects of HR metrics. A

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

key performance indicator or KPI is a measurable value that demonstrate how
effective Effectively, an organisation is achieving its key business objectives.
Organisations use KPIs at multiple levels to evaluate their success at reaching targets.
So high-level KPIs focus on the overall performance of the business, while low-level
KPIs may focus on processes in department such as sales, marketing, human resource,
or customer support.

What are characteristics of effective KPIs? As we have heard during our previous
lectures, it is important for every objective to have all those characteristics of smart
objectives. Also in this case, characteristics of effective KPIs are specific, measurable,
achievable, relevant, and time bound. Kpis should be well defined and clear to everyone
in the organisation. It should be measurable. They must be quantifiable, allowing for
objective assessment. Kpis should be realistic and attainable within the given resources
and time, and also KPIs should align with the strategic objectives of the organisation.
At the end, as all objectives and goals, KPIs should be tracked within a specific time
frame. So how KPIs should be measured? At the very beginning, We should define clear
objectives. So a company should determine what the organisation aims to achieve. For
example, increasing customer satisfaction, improving sales performance, or enhancing
operational efficiency. The next step is select relevant KPIs. Choose KPIs that are
directly aligned with the business objectives. For example, for customer satisfaction, a
relevant KPI might be the net promoter score. Set targets. Establish clear achievable
targets for each KPI. For instance, if the objective is to reduce customer churn, the
target might be to and decrease churn rate by 50% over the next quote.

Data collection. Gather accurate and relevant data consistently. This can be done using
various tools and methods such as surveys, CRM systems, financial reports, and
analytics software. Analyse data. Regularly analyse the data to track performance
against the set of targets. Use statistical tools and software to identify trends, patterns,
and the risk of improvement. Report and review. Prepare regular reports to
communicate to KPIs results to stakeholders. Visual aids like dashboard, graph, and
charts can make the data more accessible and understandable. And at the end, if it is
necessary, a company could adjust strategies. Based on the analysis, make informed
decisions and adjustments to strategies to improve performance. This iterative process
helps in continually refining and optimising business process. Let's see some of the
examples of common KPIs. For example, we have financial KPIs. It could be a revenue
growth. It measures increase in revenue over a specific period. It could be also net
profit margin, indicates the percentage of profit left after all expenses have been
deducted from Have you knew? We can talk also about customer KPIs, customer
satisfaction, which measures how satisfied customers are with a company's products or
service, or customer retention rate, the percentage of customers who remain loyal over
a given period.

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

We can talk also about process of KPIs in cycle time, the total time from the beginning
to the end of process, or error rate, the frequency of errors in the process often used in
manufacturing or software development. At the end for our course, it is important to
analyse some of employee KPIs, employee turnover rate, for example, the rate at which
employees leave the company, or employee engagement, assessed through surveys
and feedback to measure the commitment and satisfaction of employees. We saw
some of the general characteristic of KPIs, and we saw how it could be be recognised
in the field of HR.

Talent and Employer Metrics

We are going to analyze that. When we talk about talent acquisition metrics, talent
acquisition metrics are key performance indicators that help organizations measure the
effectiveness and efficiency of their recruitment processes. These metrics provide
insights into how well a company is attracting, hiring, and retaining talent, and they are
crucial for improving recruitment strategies and aligning them with overall business
goals. We are going now to analyze and to present some of key talent acquisition
metrics and examples. As we can see on our slide, we have chosen 10 examples of
acquisition metrics in this field. These are time to feel, cost per hire, quality of hire, offer
acceptance rate, source of hire, candidate experience, retention rate, application
completion rate, diversity hiring metrics, and first year attrition rate. Let's begin with
the first one. Time to fill is the average number of days it takes to fill an open position.
From the time the job is posted to the time an offer is accepted. Let's take some
example. If a company posts a job on June the 1st and the candidate accepts the offer
on July the 15th, The time to fill is 45 days. Why it matters? A long time to fill can
indicate inefficiency in the recruitment process or a mismatch between job
requirements and available talent.

So this data could be very useful for the recruitment process and could help HR
managers improve the recruitment steps. Cost per hire. This is the total cost incurred to
hire the new employee, including advertising, recruiter fees, interviewing, onboarding,
and other related expenses. Let's have some example. If a company spends $10,000 on
recruiting efforts and hires five employees, the cost per hire is $2,000. Why it matters?
Why it is important? It helps in budgeting and understanding the financial investment
required to bring new talent into the organization. Quality of Hire. This is a measure of
how well new hires perform on the job. Typically evaluated through performance
reviews, retention rates, and cultural fit. Let's have some example. If 80% of new hires
meet or exceed performance expectation in their first year, the quality of the hire is

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

high. Why this data, this information is important? It ensures that the recruitment
process is attracting candidates who contribute positively to the organization. This also
means that the recruitment process was successful. When we talk about offer
acceptance rate, we can say that this is the percentage of job offers that are accepted
by candidates. Let's have some example.

If 10 If the job offers are extended and eight of them are accepted, the offer
acceptance rate is 8%. Why it's important? A low acceptance rate may indicate issues
with compensation package, company repetition, or the candidate experience. So it
means that in these cases, employee conditions are not as good as they should be.
Source of hire. Identifies which recruiting channels, for example, job boards, employee
referrals, social media, are most effective in attracting quality candidates. If we take
an example, for example, if 50% of hires come from employee referrals. The source is
highly effective for the company. So this is the source which is going to be used more
often. White Mentors helps allocate resources to the most effective recruiting channels.
When we talk about candidate experience, it is a measure of how candidates perceive
and interact with the recruitment process, often assessed through surveys or feedback.
Let's have some example. After the interview process, candidates read their
experiences 4.5 out of 5 on average. So a positive candidate experience can improve
employer branding and increase the likelihood to offer of offer acceptance. When we
talk about retention rate, the percentage of employees who stay with the company for
a specific period, for example, one year after being hired, is defined as a retention rate.

Let's have some example. If 90 out of 100 new hires are still employed after one year,
the retention rate is 90%. Why it matters? High retention rates indicate successful hiring
practices and a good fit between the employee and the organization. When we talk
about the application completion rate, this is the percentage of candidates who
complete the job application process after starting it. So if 200 candidates start the
application process and 150 completed, the rate is 75%. A low rate could indicate that
the application process is too lengthy or complicated. Diversity hiring metrics. This
indicator measures that the diversity diversity of candidates in the recruitment pipeline
and the diversity of new hires. If 40% of new hires from underrepresented groups, this
indicates progress toward diversity goals. So this indicator promotes inclusivity and
helps ensure the organization benefits from a broad range of perspectives and skills. At
the end, we have first year attrition rate, and it is the percentage of new hires who
leave the organization within the first year. So if 10 of 100 new hires leave within the
first year, the first year attrition rate is 10%. So why it matters? High attrition rate can
be a sign of poor hiring decisions or inadequate on voting and support.

Why these metrics matter? Talent acquisition metrics provide data that help human
resource teams make informed decisions about improving recruitment processes. It is

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

also important for efficiency. So metrics like time to film and cost cost per hire help
identify inefficiencies and optimize the recruitment process. Quality control. Metrics like
quality of hire and retention rate ensure that the company is not only feeling positions,
but hiring the right people who will stay and perform well. It is also important for
candidate experience because positive candidate experience leads to a better
employer brand and higher offer acceptance rates. When we talk about diversity, these
metrics help ensure that the recruitment process is inclusive and aligned with broader
organizational goals around diversity and equity. We are going to analyze now some of
possible ways to analyze, for example, employer branding. So when we talk about
employer branding analysis and employer brand awareness, We have to say that
employer brand awareness refers to how well a company is recognized and perceived
as a desirable place to work by potential candidates and the general public. Measuring
this awareness is crucial for evaluating the effectiveness of employer branding
strategies. Both qualitative and quantitative methods can be used to assess employer
brand awareness.

When we talk about quantitative methods, we have surveys and questionnaires, social
media metrics, website analytics, job application numbers, and brand recognition
studies. When we talk about qualitative methods, we can talk about focus groups,
interviews, social media sentiment analysis, and content analysis. Let's start with the
quantitative methods. Surveys and questionnaires. A company should conduct surveys
among potential candidates, employees, and the general public to gauge awareness
and perceptions of the employer brand. Questions can cover recognition of the brand,
understanding of company values, and overall, our attractiveness as an employer. We
can have some examples. Survey Monkey or Google Forbes can be used to collect data
on brand awareness and perception. It is important to say that all aspects of
measuring brand awareness could be applied in measuring employer brand awareness.
When we talk about social media metrics, a company should analyze engagement
metrics such as likes, shares, comments, and follow our growth on platforms like
LinkedIn, Facebook, Twitter, Instagram, or some other social media platforms. Higher
engagement levels can indicate stronger brand awareness, or it can be one of the
indicators for brand awareness. For example, use social media analytics tools like
YouTube or Sprout Social to track this matrix.

We can also use website analytics. A company should monitor traffic to the career
section of the company website. These metrics, such as the number of visitors, paid
views, and time spent on the site, can indicate a level of interest in the company as an
employer. A good example could be Google Analytics, which can provide detailed
insights into website traffic and user behavior. We also have to Job Application
Numbers. Track the number of job applications received over time. An increase in
application can be a sign of heightened employer brand awareness. Examples For

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

example, use the applicants tracking system, ATS, to monitor application trends. We
also have brand recognition studies. A company could conduct studies to measure how
the company is recognized as an employer compared to competitors. This can include
aided and unaided brand recall tests. Example, aided recall might involve asking
respondents to choose the company name from a list, while unaided recall involves
open-ended questions about recognized employers in the industry. When we talk about
qualitative methods, We can use focus groups. Conduct focus groups with potential
candidates, current employees, and history professionals to gain deeper insights into
perceptions of the employer brand. This method allows for a detailed discussion on
brand attributes, values, and overall reputation.

So it goes into details and collect more specific information, respect to the quantitative
measures. An example could be a focus group organized and moderated by a third
party facilitator to ensure unbiased feedback. We can also talk about interviews. So a
company could conduct one on one interviews with employees, recent hires, and job
applicants to understand their perceptions and experience with the employer brand.
These interviews can provide in-depth qualitative data. An example could be a
structure or semi-structure interviews conducted in person or via video conferencing
tools like Zoom. When we talk about social media sentiment analysis, it could be
interesting and useful for a company to analyze the sentiment of social media mentions
and reviews on platforms, various platforms. This method helps understand public
perception and sentiment towards the employer brand. So this is the way which helps a
lot to see the perception of the company outside the the company? Is it positive or
negative? An example could be a tool like brand bot or social mention can help analyze
social media sentiment. When we talk about content analysis, a company could use
content analysis to review and analyze the content produced by the company, such as
blog posts, videos, social media updates, to ensure consistent messaging and
alignment with employer brand values.

Feedback on this content can also provide insights into brand perception. An example
could be a company which conducts regular audits of employer branding content to
ensure it resonates with target audience.

Engagement and Conversion Rates

Let's see now how the employee engagement could be measured. When we talk about
employee engagement, the purpose of engagement metrics is assessing how engaged
the target audience is with the campaign content, generally. Some metrics could be
track likes, share comments, and click-through rates on social media posts and email

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

campaigns. An example could be analyzing the engagement rate of recruitment videos
on LinkedIn. Employment is a critical indicator, as we have seen during our previous
lectures, of an organization's health, reflecting the emotional commitment and
involvement employees have towards their work and the company. Measuring
employee engagement effectively requires a combination of qualitative and
quantitative methods in order to capture a comprehensive view. Here are some key
methods for measuring employee engagement. We will start with employee
engagement survives. These surveys typically include a range of questions that assess
various aspects of engagement, such as job satisfaction, commitment, and motivation.
We have also understood that these elements of employee engagement differ and why
they are important for understanding the concept of employee engagement. Some
examples could be Gallup, could help you track to work engagement scale, and custom
surveys designed using tools like SurveyMonkey on or Qualtrics.

When we talk about metrics, overall engagement score, satisfaction score, net
promoter score, and response rates could be indicators for this concept. When we talk
about Pulse surveys, these are short, frequent surveys that provide real-time feedback
on specific issues or recent changes within the organization. Example could be weekly
or monthly Pulse surveys, choosing platforms like TINYpulse or Culture Amp. These are
immediate feedback scores, trend analysis over time. Employee Net Promoter Score
measures employees likelihood to recommend their workplace to others, serving as a
proxy for engagement and satisfaction. A question could be, on a scale from zero to 10,
how likely are you to recommend this company as a place to work? A typical record.
Metrics eNPS, score calculated by sub extracting the percentage of detractors from
promoters. When we talk about absenteeism and turnover rates, these high levels of
absenteeism and turnover can indicate low engagement. So average number of days
absent for employee and annual turnover rate could be useful metrics. When you talk
about productivity metrics and participation rates, productivity metrics, engagement
often correlates with higher productivity. So these metrics could include output per
employee, quality of work, and meeting performance targets.

When we talk about participation participation rates, this is participation in optional

activities such as training programs, wellness initiatives, and company events. Can be a
good indicator of engagement. Some of possible metrics are attendance rates,
competition rates for training programs. Regarding qualitative meetings, we have focus
groups, small group discussions that explore employees' feelings, attitudes, and
perceptions about their work and the organization. This could be facilitated by a human
resource representative or an external consultant to ensure impartially. It could provide
a deeper understanding of issues uncovered in surveys, detailed feedback feedback on
specific areas. One-on-one interviews. Interviews are in-depth interviews with
employees to discuss their engagement and experiences. An example could be regular

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

check-ins with managers, structured interviews during performance reviews. Insights
are personalized feedback, understanding individual concerns, and motivation. We also
should consider the possibility to use exit interviews. These are interviews conducted
when an employee leaves the company in order to gather insights into their reasons for
leaving and their overall experience. An example could be a structure interview or
surveys conducted by human resources. Insights of this method are identified common
themes and areas for improvement. Suggestion boxes and open feedback channels
allows employees to provide feedback anonymously at any time.

Example could be physical suggestion boxes or online feedback portals. This is

important because it gives us a continuous flow of feedback, helps identify emerging
issues. At the end, we have observations, informal assessments through observing
employees in their work environment. An example could be a manager, managers
noting engagement levels during team meetings, daily interactions. And this qualitative
method gives a company real-time observation of employee behavior and interaction.
Let's see now how conversation rates could be analyzed. So in the context of employer
branding measurements, a conversion rate refers to the percentage of potential
candidates or job seekers who take a desired action that aligns with the employer's
objectives. This action typically reflects a positive engagement or commitment towards
the employer brand. The conversion rate helps human resource professionals and
recruiters assess the effectiveness of the employer branding efforts in attracting and
retaining talent. So this is the metric which measure the percentage of engaged users
who take a desired action, such as applying for a job or attending a recruitment event.
So this rate, the conversion rate in employer branding, measures how successfully a
company's branding efforts translate into specific actions by potentially special
candidates.

These actions may include applying for a job, attending a recruitment event, signing up
for job alerts, or engaging with the company on social media. What are key actions?
Common conversion actions in employer branding include, for example, job
applications. The percentage of visitors who apply for a job after visiting the company's
career page or job postings. Event registration. The percentage of website visitors who
register for recruitment events such as job fairs, open houses, or webinars. Social media
engagement. The rate at which followers or visitors interact with the company's social
media content by liking, sharing, or commenting. How it could be calculated. Number of
conversations, the total number of desired for example, job applications, or number of
visitors, the total number of unique visitors to the relevant platform, for example,
career page or event page. Importance. A high conversion rate indicates that the
employer branding strategies are effective in capturing the interest and engagement of
potential candidates. So it signifies that the employer brand message resonates well
with the target audience, leading to meaningful interactions and applications. What are

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

the factors influencing conversion rate? Brand perception. How positively the company
is perceived as an employer in the market.

User experience. The ease of navigation and usability of career pages and application
processes. Content quality. The relevance and attractiveness of employer branding
content including job postings and social media updates. Call to action. The clarity and
effectiveness of call to actions prompting visitors to take action. So when we talk about
conversion rates, it is important to mention continuous improvement. Monitoring and
optimizing conversion rates allow human resource teams to refine their employer
branding strategies continuously. Analyzing conversion rate trends over time helps
identify areas and adjust tactics to better align with candidate expectation. Let's take
some example scenario. If a company's career page receives 1,000 unique visitors in a
month and hundreds of them apply for a job, the conversation rate would be 10%. This
means that 10% of visitors to the career page took the desired action of applying for a
job up, indicating the effectiveness of the employer branding effort in converting
interests into application. Understanding and optimizing conversion rate in employer
branding is essential for attracting top talent, enhancing the employer reputation, and
ultimately achieving organizational recruitment goals.

Quality of Hire and Employee Retention

Let's see now how quality of hire could be important for our topic. Quantity of hire is a
metric used to assess the value that new hires bring to an organization. So it is an
essential indicator of recruitment effectiveness and helps in understanding how well
new employees are performing and contributing to the company's success. Measuring
quality of hire involves both quantitative and qualitative methods to capture a
comprehensive view of a new hires impact. So the importance of this metric is
assessing the effectiveness of the campaign in attracting high-quality candidates. The
used methods evaluate the new hires performance, culture of fit, and retention rates.
And an example could be comparing the performance ratings of new hires sourced
through the campaign versus other channels. Let's see some quantitative meetings.
Performance metrics. These metrics include the evaluation of new hires based on their
job performance against predefined objectives and key performance indicators. For
example, sales figures, project completion rates, customer satisfaction scores, and
productivity levels. A possible application could be a new sales representative's
performance can be measured by comparing their sales numbers against targets
within a specific time frame. Retention rates. Retention rates measure how long new
hires stay with the company.

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

Retention rate within the first 12 months could be an example, and it could be
compared with overall employee retention. A possible application could be tracking the
percentage of new hires who remained employed after their first year. So these are
elements which include both retention and rates. Concepts. Time to productivity.
Assessing the time it takes for new hires to reach full productivity. An example could be
the average time taken for new employees to complete onboarding and training and
start contributing effectively. A possible application could be comparing the time to
productivity across different departments in order to identify areas of import in the
onboarding process. Employee turnover cost calculates the financial impact of losing
and replacing estimating new hires. An example could be costs associated or costs
associated with recruiting, hiring, onboarding, and training new employees. An
application could be estimating the turnover cost and comparing it with the industry
benchmark to good hiring effectiveness. When we talk about qualitative methods, we
could mention managerial feedback, employee surveys, surveys, peer reviews, and
cultural fit assessment. The first one is collecting feedback from managers on the
performance and fit of new hires. An example could be structure of performance
reviews, one-on-one interviews, and regular check-ins.

When we talk about application, we talk about using a standardized feedback form to
ensure consistency in evaluating new hires across the organization. The second
possibility is employee survey or employee surveys. So a description of this method
could be gauging new hires at satisfaction and engagement levels through surveys. An
example could be onboarding surveys, engagement surveys, and exit interviews. And
an application could be surveying new hires after their first 90 days in order to
understand their onboarding experience and satisfaction with the role. Of course, this
analysis takes some time. Peer reviews. Collect Getting feedback from colleagues who
work closely with the new hires. So this is the way to get another point of view.
Example, 360 degree feedback, team-based assessments, and an application could be
implementing peer reviews to assess new hires, teamwork, collaboration, and overall
contribution to team dynamics. Cultural fit assessments, evaluating how well new hires
align with the compensated value and culture. An example could be cultural fit surveys,
informal interviews, and human resource and team members. When we talk about
application of this qualitative method, we can say that conducting cultural fit
assessment during the probation period is useful tool in order to determine the new
hires alignment with the company's ethos.

Let's have some scenario. A technology company hires a new software engineer. To
measure the quality of hire, they use the following methods. Quantitative. Track the
engineer's code comments and contribution to projects in the first six months. Measure
the time taken for the engineer to resolve tickets and bugs. Monitor retention by
checking if the engineer stays beyond their first year. Qualitative. Collect feedback

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

from the engineer manager of the engineer's performance and collaboration skills.
Conduct a survey after the first 90 days to assess the engineer satisfaction with the
role and the company, and gather peer reviews from team members to understand the
engineer's impact on team dynamics and culture. So these methods provide a holistic
approach to evaluating the quality of hire, helping organizations optimize their
recruitment processes, and ensure that new hires adds significant significant value to
the company. Let's see now another example of measuring HR efforts. Cost but higher
is a fundamental recruitment metric used to evaluate the expenses associated with the
process of hiring new employees. It includes various costs related to sourcing,
recruiting, and onboarding new talent. Here is a detailed explanation of how to
measure cost per hire, including some examples.

The cost per hire, as we can see, can be calculated using the following formula: total
recruiting costs, as we can see on our slide, total internal costs, and total external costs,
divided with number of hires, the total number of hires made during the measurement
period. What are types of costs involved? Internal costs are costs included salaries and
benefits of HR staff, the proportion of HR staff salaries and benefits attributable to
recruitment activities, employee referral bonuses, payments made to employee for
referring successful candidates, and training costs for recruiters, expenses related to
training HR staff involved in recruitment. External costs are advertising costs, expenses
for job postings on online job boards, social media, newspapers, and other media.
Agency fees, payments made to external recruitment agencies or headhunters.
Background checks and assessments, costs of conducting background checks, drug
tests, and other pre-employment assessments. Travel and relocation expenses, costs
associated with candidate travel for interviews or relocation for the job. Technology
costs, expenses for recruitment software, applicant tracking systems, and other hiring
tools. In order to calculate the total cost involved in hiring through the campaign, we
should consider total internal cost and total external cost. The purpose, of course, of
this metric is to determine the financial efficiency of the HR marketing efforts.

Which are steps to measure cost with higher? At the very beginning, a company should
identify and gather costs. Collect a company should collect, and all internal and
external costs associated with the recruitment process. Ensure that your company, you
account for all relevant expenses which we have mentioned a few seconds ago.
Aggregate costs. Sum all the collected costs to get the total recruiting costs. Count the
number of hires. Determine the total number of hires made during the measurement
period and calculate cost per hire. Use the formula to calculate the cost per hire by
dividing the total recruiting costs by the number of hires. Let's have some example.
Suppose a company has the following recruitment-related expenses over a quarter.
Internal costs are: salaries and benefits of HR staff. For example, $30,000. Employee
referral bonuses, for example, $5,000. Training and costs for recruiters, $2,000. External

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

costs could be advertising costs, agency fees, background checks, and assessment
travel and relocation expenses, technology costs. So if we say that the advertising
costs are $10,000, agency fees $15,000, background checks and assessment $3,000,
travel and relocation expenses $4,000, technology costs $6,000. If the company made
25 hires during this period, the cost per hire would be $3,000.

Why this is important? Important of measuring cost per hire includes, is based on
budgeting and financial planning, so it helps in creating accurate recruitment budget
and managing financial resources efficiently. Efficiency assessment is another
foundation of this metric. So evaluate cost with higher, evaluates the effectiveness and
efficiency of the recruitment process. It then identifying areas for cost savings and
process improvements. Benchmarking provides a basis for comparing recruitment costs
against standards of competitors, helping to stay competitive in the talent market. And
of course, helping to attract talents. These references provide detailed insights and
methodologies for calculating and analyzing cost per hire, ensuring organization can
manage and optimize their recruitment processes effectively. So cost per hire is a
critical metric in human resource management that quantifies the financial investment
required to recruit and onboard new employees, and it is an essential tool for
understanding the efficiency and effectiveness of recruitment process. We also could
underline some academic perspectives of this element. Research indicates that lower
cost per hire, when aligned with high quality, higher contributes positively to
organizational performance and efficient recruitment process that minimizes costs
without compromising quality can enhance overall business outcomes.

Impact of technology is also important. Adoption of advanced technologies and

applicant tracking systems can significantly reduce the cost but higher by streamlining
processes and improving candidate sourcing and enhancing recruitment analysis. Some
practical application indicate that there is a need for continuous improvement. So
regular monitoring and analysis of cost per hire enable organizations to continuously
refine and adopt their recruitment strategies. And identifying cost drivers and
implementing process improvements can lead to more efficient and cost-effective
hiring practices. Integration with other metrics is also very important because cost per
hire is often used in conjunction with other recruitment metrics such as time to feel,
quality of hire, and retention rates. And This integrated approach provides a
comprehensive view of recruitment effectiveness and its impact on organizational
success. Now we are going to analyze the fact that the importance of employee
retention. Employee retention refers to an organization's ability to keep its employees
from leaving the company. So it involves the strategy strategy, the strategies and
practices that companies implement to ensure that employees remain within the
organization for a long period. High employee retention rates indicate that the

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

organization is successful in maintaining a stable and satisfied workforce, whereas high
turnover rates suggest that employees frequently leave.

So it indicates a high level of fluctuation, necessitating continuous recruitment and

training of new staff.

So when we talk about the importance of employee retention, we are going to manage
some of the most important aspects of employee retention. Above all, we have cost
savings. So retaining employees saves the organization from the high costs associated
with recruiting, hiring, and training new employees. It also avoids the productivity
losses that occur when employees leave. The second factor, the second key aspect is
knowledge preservation. Long term employees possess valuable institutional
knowledge and experience that contribute to organizational efficiency and
effectiveness. After that, we have employee morale and productivity. So a stable
workforce can lead to higher morale and productivity, and frequent turnover can
disrupt team dynamics and reduce overall organizational performance. Finally, one of
the importance of employee retention is certainly customer satisfaction. So consistency
in staffing can improve customer relationship, especially when we talk about service
production. And satisfaction as the customers often appreciate dealing with familiar
and knowledgeable staff. How to measure employee retention? For example, we can
use retention retention rate, turnover rate, employee tenure, or exit in interviews and
surveys. For example, the most straightforward way to measure employee retention is
by calculating the retention rate. So this metric indicates the percentage of employees
who remain with the organization over a specific period.

So if company has 100 employees at the beginning of the year and 19 employees at the
end of the year, the retention rate would be 90%. The second possibility is to analyze
turnover rate. While retention rate focuses on those who stay, the turnover rate
measures the percentage of employees who leave the organization during a specific
period. For example, if 15 employees leave company that averages 150 employees over
a year, the turnover rate would be 14.3%. We can also use employee tenure. For
example, employee tenure refers to the average length of time employees stay with the
organization, and it provides insight into the the overall stability of the workforce. For
example, some of the total years of services of all the employees divided by the
number of employees. It's a way to calculate. And if the total years of service for all
employees is 450 years and there are 19 employees, the average channel would be five
years. At the end, it is important to conduct exit interviews and surveys. Conducted exit
surveys, the interviews and regular employee surveys can provide qualitative data on
why employees stay or leave. This feedback can help identify trends and areas for
improvement retention strategies.

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

 Candidate Experience and Communication

Now we can see how candidate experience could be measured. Candidate experience
refers to how job applicants perceive and react to a company's recruitment process. So
positive candidate experience can enhance an employer's brand, while negative
experiences can deter top talent and damage the company's reputation. Measuring
candidate experience involves gathering both qualitative and quantitative data to
assess various aspects of the recruitment process. We are going to mention some of
them. Surveys and feedback forms. Surveys are one of the most common methods to
measure candidate experience. These can be distributed at various stages of the
recruitment process, including after application submissions, submission
post-interview, and after the hiring decision. Questions. Surveys typically include
questions about clarity of job descriptions, the easiness of application process,
communication during the recruitment stages, interview experience and overall
satisfaction. An example of question could be on a scale of one to 10, how would you
rate your overall experience with our recruitment process. Of course, there is also a
possibility to use more specific question regarding the additional or some later phases
of of recruitment process. Net Promoter Score. The Net Promoter Score is used to
gauge the likelihood of candidates recommending the company to other based on their
recruitment experience.

So candidates say to their likelihood to recommend on a scale of 1 to 10, and the NPS is
calculated by subtracting the percentage of detractors from the percentage of
promoters. Example, how likely are you to recommend our company's recruitment
process to a friend or a colleague? When we talk about recruitment, recruitment
analytics, We have already mentioned time to hire. This metric measures the time taken
from the initial job posting to the candidate accepting the job offer and shorter times
can indicate a more efficient and positive candidate experience. Application
completion rate. This measures the percentage of candidates who start and complete
the application process. And a low completion rate might indicate a cumbersome
application process. There are also interviews and focus groups conducting one-to-one
interviews with candidates in order to gather detailed feedback about their experience
is a useful qualitative method which could be applied in analyzing candidate
experience. And of course, there are focus groups which bring together small groups of
candidates in order to discuss their experiences in a moderating setting, and they can
provide deeper insights into the recruitment process. Of course, both interviews and
focus groups are more time consuming, respect to the previous quantitative
possibilities.

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

Social media and online reviews. It is always useful for companies to monitor online
platforms, tracking mentions and reviews on platforms like LinkedIn, where candidates
often share their experience is rather important for analyzing a candidate experience.
It is always interesting to to develop and apply sentiment analysis as a tool to analyze
the sentiment of online reviews to good overall candidate satisfaction. When we talk
about recruitment funnel metrics, we can analyze drop-off rates, analyzing where in the
recruitment funnel, candidates are most likely to drop, for example, during application
why in initial screening or during interview stages, all those information could be very
useful and can help identify problem areas and at the and improve recruitment
processes. Conversion rates are indicators, metrics that can measure the percentage of
candidates who move from one stage of the recruitment process to the next, and high
conversion rates indicates a smooth and positive process, which can indicate also a
positive candidate experience. At the end, we can talk about follow-up communication,
which is important as a final impression of the whole process. So a company could
contact newly hired employees after a few months in order to gather feedback on their
recruitment experience.

And an example question could be reflecting on your recruitment process. What

improvements would you suggest? Now, when we saw a lot of examples how each our
campaigns could be measured, it is important to say that each our metrics are
important also to communication. So communicating the results of each our metrics
effectively is crucial for ensuring that stakeholders understand the impact of HR
initiatives and how they align with the organization's goals. And the timing and method
of communication can significantly influence how the information is received and acted
upon. And here are some how and when to communicate the results of each HR metric.
So this is the point when marketing, again, meets and marketing communications,
again, meet human resource actions. So the first step always is to tailor the message to
the audience. So it is important to focus on if we talk about executives and leadership,
you should focus on the high level insights, Roy, and how HR metrics align with the
overall business strategy. So highlight the impact on revenue, cost savings, and long
term organizational goals. If your audience is HR team, you should provide a detailed
analysis, trends, and Actionable Insights that can guide future HR strategies.

So this audience should have reports, messages that include technical details and
breakdowns of specific metrics. If your audience are managers or department heads,
you should share metrics related to their teams, such as employee engagement,
retention rates, and talent acquisition success. And in that case, you should provide
suggestions for improvement based on the data. If your audience are employees,
communicate relevant metrics in a way that's transparent and fosters trust. Share
successes like improvements in engagement or your retention and explain how it
benefits them. It is also important to use visualizations and dashboards such as graphs

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

and charts, dashboards, infographics, and of course, a regular reporting is one of the
most important aspect of communicating HR metrics. You can use monthly or quarterly
reports because consistent reporting keeps stakeholders informed about ongoing
trends and effectiveness of HR initiatives. Annual reviews provide a comprehensive
overview of the years, HR metrics, which highlight achievements, areas of
improvement, and strategic recommendation for the upcoming year. Of course, you can
use presentations and meetings, at leadership meetings, you should present key
findings during executive meetings, focusing on strategic implications and decision
making. All hand meetings share high level HR metrics with the entire organization in
order to promote transparency and collective understanding.

If the HR metrics should be present and presented at the departmental meetings, the
message should be tailored to a specific department focusing on metrics that directly
impact them. Of course, it is important to consider context and narrative. So tell a
story, use elements of storytelling, frame the data within a narrative that explains what
the numbers mean, why they matter, and what action should be taken as a result. It is
also important to use the elements of benchmarking. So compare current metrics with
past performance, industry standards, or competitor data to provide context. Of
course, all those important information should be based on Actionable Insights and
recommendations. Always bear data with Actionable Insights and recommendations
for improvement. So explain what the organization can do to build on successes or
address challenges. So as we can see, when we talk about timing to communicate the
HR metrics, we can say that you can use regular intervals, monthly or quarterly reports,
or annual reports. So monthly reports, regular updates ensure the trends are tracked
consistently and that any issues are addressed in a timely manner. If you use annual
reports, you can summarize the year's performance, celebrate successes, and set the
stage for the next year's objective.

After major initiatives or campaigns, it is also a possibility to communicate your HR

results. For example, in post-implementation phases, you can share the results of
specific HR campaigns. For example, a new recruitment drive, an employee
engagement program. These are some examples of shortly implementations and and
after they conclude to assess their effectiveness. Pilot programs communicate... You
can communicate the outcomes of pilot initiatives to determine if they should be rolled
out more broadly. There is also possibility to use HR metrics during strategic planning.
For example, in budget planning cycles, you can share HR metrics during budget
budgeting periods to justify, expand, and allocate resource effectively and align HR
goals with the overall business strategy. And it is also possible to use to use HR metrics
to communicate HR metrics in strategic planning meetings when you can provide the
HR metrics data, when setting or revising business goals, ensuring that HR strategies
are aligned with corporate objectives. It could be also communicated in response to

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

organizational changes, for example, during restructuring or mergers or in crisis
situations. So you can communicate the HR metrics to assess the impact of
organizational changes on employee engagement, retention, and other key areas.

Crisis situations are also opportunity to communicate and share relevant HR metrics
during crisis, for example, layoffs, public relations issues, or to manage stakeholder
expectation and guide decision making. At the end, as needed, based on specific
situation, is also an opportunity to communicate HR metrics. So emerging trends or
issues are possibility for something like that. So if data reveals a sudden drop in
engagement and increase in turnover or other concerning trends, it should be
communicated, those findings, promptly to address the issue. Or in feedback cycles,
you can share metrics after employee surveys or performance reviews to act on
feedback and demonstrate responsiveness.

Module Summary

In this lecture, we explored the essential elements of measuring the impact of HR

campaigns, focusing on how to effectively evaluate and communicate the success of
HR initiatives within an organization. We started by emphasizing the importance of
setting clear objectives, establishing clear measurable goals is crucial for guiding HR
efforts and providing a benchmark against which success can be measured. Next, we
delved into key performance indicators, which are the metrics used to assess the
performance of HR campaigns above the others and among the others. And these
indicators are vital for linking HR activities to broader organizational goals and
ensuring that efforts are aligned with the company's strategic objectives. We then
explore talent acquisition metrics such as time to feel cost per hire and quality of hire,
which are critical for evaluating the effectiveness of recruitment process, and these
metrics help HR professionals optimize hiring strategies and improve the overall quality
of new hires. Employee branding, branding and employee engagement were also
discussed as key indicators of an organization's ability to attract and retain talent, and
the strong employer brand and high levels of engagement are essential for building a
positive work environment and fostering long term employee loyalty.

Conversion rates and quality of hired were highlighted as important metrics for
assessing the success of recruitment campaigns. So conversion rates measure the
efficiency of the recruitment funeral, while quality of higher assesses the long term
value of new employees. And we also cover employee retention and candidate
experience. So high retention rates are a sign of strong organizational culture, while a
positive candidate experience is crucial for maintaining a strong employer brand and

© Copyright. upGrad Education Pvt. Ltd. All rights reserved

attracting top talent. Finally, we discuss how to communicate HR metrics results
effectively and understanding how to present data to different stakeholders, in our
opinion, is essential for ensuring that the insights gained from HR metrics lead to
inform decision making and continuous improvement. So this lecture provide you with a
comprehensive understanding of the tools and strategies needed to measure the
impact of HR campaigns. You are now equipped to set clear objectives, track relevant
KPIs, analyze critical HR metrics, and communicate your findings in a way that drives
better outcomes for your organization.

Disclaimer: All content and material on the upGrad website is copyrighted material,
belonging to either upGrad or its bona fide contributors, and is purely for the
dissemination of education. You are permitted to access, print, and download extracts
from this site purely for your own education only and on the following basis:

●​ You can download this document from the website for self-use only.
●​ Any copies of this document, in part or full, saved to disc or to any other storage
medium, may be used for subsequent, self-viewing purposes or to print an
individual extract or copy for non-commercial personal use only.
●​ Any further dissemination, distribution, reproduction, or copying of the content
of the document herein, or the uploading thereof on other websites, or use of the
content for any other commercial/unauthorized purposes in any way that could
infringe the intellectual property rights of upGrad or its contributors, is strictly
prohibited.
●​ No graphics, images, or photographs from any accompanying text in this
document will be used separately for unauthorized purposes.
●​ No material in this document will be modified, adapted, or altered in any way.
●​ No part of this document or upGrad content may be reproduced or stored on
any other website or included in any public or private electronic retrieval system
or service without upGrad’s prior written permission.
●​ Any rights not expressly granted in these terms are reserved.

© Copyright. upGrad Education Pvt. Ltd. All rights reserved