Measuring the impact of talent marking in a way that aligns with the rest of the business and demonstrates value for the c-suite has always been challenging. TA leaders often find themselves judged by measures and outcomes they don't fully control, which are impossible to translate into business value.

So how do you prove the business impact of recruitment marketing and employer branding, particularly in such volatile times?

My guest this week is Nick Thompson, Global Talent Marketing Leader at IBM. Nick and his team have been working on this issue for a while and have devised a way of measuring the value of talent marketing that resonates with the C-Suite and provides a laser focus for optimisation and improvement. 

In the interview, we discuss:

The scale of recruiting at IBM

The current state of the global market for tech hiring

The shortcomings of existing talent marketing metrics

Speaking the same language as the rest of the business

Measuring where you have ownership and control

What is the time to apply metric, and how was it developed?

What insights does time to apply enable?

Mapping onto business value 

The reaction 

The levers that reduce time to apply

Removing the reasons why people don't click apply

The role of employer branding

Advice to TA leaders

Listen to this podcast on Apple Podcasts