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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.\n\nSo how do you prove the business impact of recruitment marketing and employer branding, particularly in such volatile times?\n\nMy 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.\xa0\n\nIn the interview, we discuss:\n\nThe scale of recruiting at IBM\n\nThe current state of the global market for tech hiring\n\nThe shortcomings of existing talent marketing metrics\n\nSpeaking the same language as the rest of the business\n\nMeasuring where you have ownership and control\n\nWhat is the time to apply metric, and how was it developed?\n\nWhat insights does time to apply enable?\n\nMapping onto business value\xa0\n\nThe reaction\xa0\n\nThe levers that reduce time to apply\n\nRemoving the reasons why people don't click apply\n\nThe role of employer branding\n\nAdvice to TA leaders\n\nListen to this podcast on Apple Podcasts