🔗 Just out: Employer Attractiveness Rankings 2025

Why should companies track Employer Attractiveness?

June 16, 2025

By: James Clasper

Because talent chooses brands — not just jobs.

Top candidates don’t just look at salary or benefits — they want to work for companies they respect, admire, and trust. And their perceptions are shaped by everything from news headlines and social values to word-of-mouth — all of which evolve constantly.

Even if your company offers competitive pay, great benefits, and a vibrant culture, those strengths can go unnoticed if they’re not visible to the outside world. And how you’re perceived can strongly influence whether someone applies, accepts an offer, or stays long-term.

That’s where employer brand tracking comes in. It gives you a real-time window into how attractive your company is as a workplace — across different audiences, industries, and touchpoints. It helps you answer critical questions like:

How appealing are we to potential hires — especially those already familiar with our brand?

Are we perceived as innovative, inspiring, socially responsible, or authentic?

How do we compare to competitors when it comes to talent appeal?

How is our reputation evolving — especially in response to media, internal changes, or societal shifts?

This kind of visibility is no longer a “nice to have” — it’s a competitive necessity. It allows HR and communications teams to act quickly, course-correct reputational dips, and build a stronger employer brand. That, in turn, helps attract top talent, retain great people, and grow a reputation that others want to be part of.

In short, tracking your employer brand is the difference between assuming you’re an employer of choice — and knowing you are, with the data to prove it.

How is what Caliber does different?

Caliber offers a smarter, simpler way to track your brand and reputation — and a much-needed alternative to outdated or narrow tools.

Most companies still rely on one of three approaches:

Periodic research: Insightful, but slow. By the time the results arrive, the landscape may have shifted.

Media monitoring: Useful for headlines, but it only tells you what’s being said — not what people think.

Social media listening: Fast but noisy. It reflects the loudest voices, not necessarily the most representative ones.

Caliber doesn’t just complement these tools — it goes beyond them. If media monitoring tells you what the media says, Caliber reveals what your stakeholders actually believe.

Built as a replacement for traditional brand trackers, Caliber Focus combines the rigor of research with the speed of digital tools. It helps companies understand how they’re perceived — not just by the public, but by the stakeholder groups that matter most, including talent.

What makes it different?

Real-time data, gathered daily from thousands of people.

Customizable dashboards that highlight the audiences and issues that matter most to you.

Deeper insights into aided and unaided awareness, perceptions, trust, and intent.

Benchmarking tools to compare performance against peers, sectors, and markets — all in one place.

With Caliber, you don’t just get numbers — you get the why behind them. That means you can act faster, message smarter, and compete more effectively for the people who power your business.

In short: it’s not just a tracker. It’s a strategic advantage for HR, brand, and communications teams who want to stay one step ahead.

What is Caliber’s employer brand tracker?

Employer brand tracking isn’t a standalone product — it’s one of the most powerful use cases of Caliber Focus, our bespoke real-time tracking platform.

With Caliber Focus, you can: