How do you measure employer brand?

Combine two families of measures. Perception metrics tell you how you are seen, through awareness, consideration, review-site sentiment and survey feedback among target audiences. Outcome metrics tell you whether that perception is doing useful work, through quality of hire, offer-acceptance, cost-per-hire, time-to-fill and retention. Set a clear baseline first, then track movement over time, because the value is in the trend, not a single snapshot. It also helps to segment, since your brand can be strong with one audience and weak with another. The pitfall is expecting perception and outcomes to move on the same timeline; leading indicators like application quality shift well before lagging reputation scores do, so report both to keep confidence during the slow middle.