In recent years, investment in employer branding. Not only large companies, but also smaller organisations need to differentiate themselves in order to attract talent and fill vacancies. With increasing investment, the question is also growing: on what basis is an employer brand actually built? Can a strong employer brand be underpinned by facts and measurable data? The answer is 'yes'.
To answer this question, Goals teamed up with scientist Eveline van Zeeland to create the Magnet Score developed. Based on international scientific research, this methodology provides a well-founded way to measure employer attractiveness.
The 6 pillars for being a strong employer
The Magnet Score measure six pillars that collectively determine how attractive an organisation is as an employer:
- Captivating (Challenge) - How challenging and inspiring is the work?
- Social - How strong is mutual cooperation and corporate culture?
- Economic - How attractive are the terms of employment and financial security?
- Development - What opportunities are there for growth and career development?
- Meaningful - How meaningful and socially relevant is the work?
- Vital - How much attention is paid to wellbeing, balance and health?
What do these pillars mean in practice?
An organisation becomes as irresistible considered if the average Magnet Score is higher than 4 on a 5-point scale. In practice, we usually see that only one or two dimensions exceed four stars.
- The dimension 'Social' often scores the highest, with an average of 4,1. This makes sense, as corporate culture and collaboration are aspects that organisations directly influence.
- The dimensions 'Development' and 'Fascinating' are less likely to achieve a score of 4 or higher. This means that organisations have a lot to gain here when it comes to career development and making jobs challenging.
- The dimension 'Vital' has only been in place since the corona pandemic part of the score. Scholars then saw an increase in the importance of health, work-from-home opportunities and work-life balance as decisive factors in choosing an employer.
Why measure your employer brand appeal?
At a time when talent is scarce and employees increasingly value personal growth and meaning, it is essential to know what makes your organisation attractive. The Magnet Score offers an objective, data-driven approach to improving your employer brand. This not only helps you attract talent, but also strengthen employee engagement and retention.
From insight to action
With a clear measurement of your employer brand, you can targeted strategies develop to enhance your attractiveness as an employer. Whether improving development opportunities, strengthening company culture or providing better work-life balance, the Magnet Score provides concrete tools for improvement.
Want to know how strong your employer brand is? Find out how the Magnet Score can help you build an irresistible organisation.
