Global employer branding only works if it connects locally. I’ve seen beautiful branding fall flat because it didn’t speak the language, not just words, but values. In KSA, if it doesn’t align with Vision 2030 or support local talent, it’s just noise. I measure success by the quality of people we attract, how often our teams share the brand without being asked, and whether candidates say, “This feels like me.” That’s when I know we’re doing it right. What makes a brand stick where you are?

Define Global and Local Objectives. Align on global employer value propositions (EVPs) while allowing for local cultural nuance. Example: In the U.S., career growth may matter most; in Germany, job security might take priority. Use Qualitative Feedback. Focus groups or interviews with candidates and employees in each market. Gather feedback on EVP resonance, recruitment messaging, and brand authenticity. Partner with local HR/TA teams to understand what’s working culturally. Use dashboards segmented by region to monitor and compare performance Highlight what messaging and channels work best per market.

While global consistency is important, each market may require a different impact from your employer branding. Start by clarifying the market needs: Are you trying to enter a new market and build awareness among talent unfamiliar with your brand? Maybe it is about competing with other companies for niche talent skillset. Or is the focus on credibility to attract investors or partners? Once the purposes in each region are clearly defined, you can then set objectives and start measuring impact. Is success measured by volume or quality of applications? Local media visibility? Retention or offer acceptance rates? Define the ROI you want by market, then tailor messaging and track impact using both quantitative data and local insights.

From my experience, measuring global employer branding success requires both universal and market-specific metrics. Track candidate NPS scores across regions to gauge how potential employees perceive your brand. Monitor social engagement metrics on local platforms to measure resonance in each market. Compare offer acceptance rates between regions - significant differences may indicate branding inconsistencies. Candidate demographics help ensure your brand attracts diverse talent globally. For qualitative insights, conduct regular pulse surveys with new hires about what attracted them to your company. What works in one market may not translate to another.

Taking your employer brand global? It’s not just about getting seen—it’s about making a real connection. Here’s how to tell if it’s working: ✅ Are people engaging with your content in each country? ✅ Are the right people applying—not just more people? ✅ What do candidates say about your hiring experience? ✅ What are folks saying about your company online? ✅ Do your employees in different countries feel the brand too? What works in NYC may fall flat in Amsterdam. Tailor your message, measure what matters, and refine often. Your brand should not only travel well—it should land well too.