报告显示：雇佣质量与企业营收增长呈显著正相关前言：在企业的成长方程式中，“人”始终是最关键却最难量化的变量。过去我们常说“招对人比多招人更重要”，但始终缺乏一个能用数据验证的标准。如今，Crosschq提出的QHI雇佣质量指数（Quality of Hire Index），首次用公开数据证明了一个明确的结论：雇佣质量与企业营收增长呈显著正相关。研究显示，QHI每提升1分，企业营收平均增长0.14%；提升18分，营收增长可超2%。这不仅让“招聘质量”从模糊的HR指标，转化为可以驱动利润的战略指标，也意味着——在智能化与数据化的时代，“招对人”正成为企业最确定的增长杠杆。
在人才成为企业最稀缺资源的时代，很多管理者都在追问同一个问题：“什么样的招聘，才能真正带来业务增长？”过去，这个问题的答案充满主观判断；而如今，Crosschq提出的**“QHI雇佣质量指数（Quality of Hire Index）”，第一次用数据给出了明确的量化解释——“招对人”与企业营收增长呈显著正相关。**
一、什么是QHI：让“好雇佣”变得可量化
QHI（Quality of Hire Index）由人才分析公司Crosschq团队开发，通过对2020年至2025年间在《财富500强》企业入职的4,354,540名员工的LinkedIn数据进行建模，建立了一套系统的“雇佣质量”评分体系。
它从三个关键维度衡量新员工在组织中的表现：
Enrollment（入职稳定）：新员工在3个月与12个月内的留任情况；
Commitment（长期承诺）：入职两至三年后的持续留任率；
Achievement（成就表现）：入职三年内的晋升、学历提升及同事认可。
通过这三项指标的加权，Crosschq将复杂的人才行为转化为一个0–100的标准化指数（QHI），使得企业能用数据衡量自己“是否真的在招对人”。
二、核心发现：每提升1分QHI，营收平均增长0.14%
研究结果令人震撼：
QHI每提升1分，企业营收增长平均提升0.14%。
对于《财富500强》公司而言，这相当于约1,876,000美元的年度营收增长。
若一家企业的QHI提升18分，则其营收增长率可提升2%以上，意味着平均可增加约33,768,000美元的收益。
更进一步，研究还发现：
QHI与企业的Glassdoor员工口碑评分呈正相关（r=0.43），表明“招得好”的公司往往“员工也更愿意留下来”；
QHI与营收增长的相关系数为0.15，虽然数值不高，但在大样本下呈现显著统计意义，说明“雇佣质量”对企业业绩增长的影响是可量化的、可持续的。
换句话说：QHI越高，企业越能用正确的人才驱动增长。
三、行业对比：科技领先，零售垫底
QHI研究同时揭示了不同产业间的显著差异：
QHI最高的行业包括科技（软件、半导体、信息基础设施）、生物医药与投资管理。这些行业的人才门槛高、培养体系成熟、晋升路径清晰；
QHI最低的行业则集中在餐饮、零售和酒店业，普遍面临高流动率与低投入培训的挑战。
从企业榜单来看，Meta、Microsoft、Adobe、ServiceNow、Workday、NVIDIA等公司凭借数据驱动的招聘与成长体系位居前列。而传统零售巨头如CVS、Costco、Sam’s Club，则在QHI表现上明显落后。
这表明，不同行业的“人才机制成熟度”直接影响着企业的增长潜力。
四、为什么QHI值得重视：从HR指标到增长杠杆
长期以来，“雇佣质量”被视为HR的内部指标，而非企业经营指标。Crosschq的研究首次打破了这一隔阂——
当人才数据可以预测营收变化时，招聘就不再是人事事务，而是企业战略。
在传统财务体系中，企业追踪销售增长率、利润率、现金流，却鲜少衡量“人力资本的质量回报”。而QHI为管理层提供了一个新的财务语言：
CFO可以量化“人力投资回报率”；
CEO可以用QHI判断组织的增长潜力；
HR则能以数据证明自身工作的商业价值。
QHI让招聘从“支出”变为“投资”，让“人”成为企业增长的可控变量。
五、未来启示：AI招聘的“质量校准器”
随着生成式AI与预测模型进入招聘流程，QHI的意义更加深远。未来的AI招聘系统，不仅能识别技能匹配，更能通过QHI模型预测候选人的长期成功率与潜在产出。企业也能基于QHI建立自己的“人才增长仪表盘”，动态监测：
哪类岗位的雇佣质量最高；
哪个团队的入职留任率最强；
哪种招聘渠道带来更高绩效员工。
从此，“雇佣质量”不再模糊，而成为一个实时可追踪、可优化的企业竞争指标。
六、从招人到造势，QHI是一场企业文明的升级
QHI的价值在于，它用科学方法揭示了一个显而易见却长期被忽视的事实：
企业的增长速度，取决于你能否持续地“招对人”。
当招聘质量可以被数据量化、与营收挂钩，HR终于拥有了直接影响利润的“话语权”。未来的领先企业，不再只是资本和市场的赢家，而是能够用数据驱动人才决策的组织。
因为，最持久的竞争力，从来都不是产品或技术，而是那群被你“正确雇佣”的人。
Employer Branding
2025年11月03日
Employer Branding
What is Employer Branding?
根据前亚马逊CEO杰夫·贝佐斯的说法，“你的品牌是当你不在房间里时人们对你的评价。”对我们这些在招聘领域的人来说，你的品牌是求职者和潜在候选人在线上阅读关于你的信息、在你的网站和社交媒体上看到的内容，以及从你现在的员工那里在Glassdoor等网站上听到的信息。
所有这些，还有更多，构成了你的雇主品牌。在这篇博客文章中，我们深入探讨了良好的雇主品牌战略的基本原理，并分享了如何将雇主品牌融入你的招聘工作的提示。
According to former Amazon CEO Jeff Bezos, “Your brand is what people say about you when you’re not in the room.” For those of us in the recruiting space, your brand is what job seekers and potential candidates read about you online, see on your website and social media, and hear about from your current employees on sites like Glassdoor.
All of this, and more, is what makes up your employer brand.
In this blog post, we dig into the fundamentals of a good employer branding strategy and share tips on how you can incorporate employer branding into your recruitment efforts.
Defining Employer Branding
Employer branding is the intentional management of an organization’s reputation and value proposition amongst current and prospective employees.
In other words, it refers to efforts made by members of an organization (most often, recruitment and talent acquisition teams) to cultivate a positive image of their company’s brand, both internally and externally. Having a strong employer brand increases your credibility with job seekers, reduces company turnover, and can dramatically reduce your cost-per-hire.
According to LinkedIn, among small to mid-size businesses, 72% of recruiting leaders worldwide agreed that employer brand has a significant impact on hiring.
Image via @HubSpot on Instagram
Their research also shows that having an employer branding strategy has an impact on their business’ bottom line, with a 50% reduced cost-per-hire, 50% more qualified job applicants, and a 28% reduced employee turnover.
Numbers don’t lie: employer branding can have a significant impact on your business’ overall reputation, as well as your entire recruitment funnel.
When job seekers can get a glimpse into what it’s like to work at your company, read reviews from current and past employees about their experiences, and see your brand’s initiative to share your culture outside of your business’ walls, they become attracted to your brand’s online presence. From there, it becomes that much easier for your recruiting team to engage those qualified job seekers, convert them into candidates, and, eventually, hire them into your organization.
Who’s Responsible for Employer Branding?
Employer branding, from an internal perspective, is culture, and culture is the responsibility of every leader and every employee within an organization.
It requires input and, ultimately, buy-in from everyone throughout the organization. When you have a culture that your entire company believes in, people outside of your company will start to believe in it too.
The implementation and execution of an employer branding strategy, however, remains largely the responsibility of the organization’s talent acquisition team.
Why?
Because talent acquisition and recruitment teams know their organization, and their ideal candidates, best.
As such, they play a major role in helping to shape, share, and maintain the message of their organization’s employer brand. It’s up to them to understand how their organization is viewed (both internally and externally), to create and circulate a positive identity with current employees and stakeholders, and to craft a strategy around communicating that employer brand identity outside the walls of the company.
This can be done in a few ways, from utilizing social media as a recruiting tool to elevating job descriptions to showcase company culture and perks, as well as engaging with reviews left on sites like Glassdoor. In some cases, like social media, it will make sense to team up with your organization’s marketing team to ensure that your messaging is aligned with theirs. By doing so, you‘ll be able to work together to achieve both teams’ goals.
Building an employer brand is no easy task – it requires research, testing, and optimization. But in the end, it can become a main driver of applications from candidates who are excited to work at your organization.
How to Build Employer Branding into the Recruiting Process
In many ways, your employer branding is the recruiting process. Candidates have the power to research your organization, look up reviews, and even talk to current employees – all without ever contacting a recruiter or clicking on a job posting.
When it comes to employer branding within the recruiting process, there are various moving pieces to pay close attention to, including:
Cultivating an employer brand presence on social media: Become a champion of your own company culture, and make sure that job seekers who research your brand’s social presence (pssst…a lot of them will!) get a clear, accurate picture of what it’s like to work at your company.
Improving and optimizing your corporate careers site: Despite the rise of social media, most candidates still visit a company’s corporate career site to learn more about their culture and the type of work they do, and to look for potential employment opportunities. Put your best foot forward with high-quality employee testimonial videos, office photography, and an accurate description of who your company is.
Responding to employee reviews: Our research has found that on average, a higher Glassdoor rating leads to an almost ~50% increase in application conversion rates. Replying to every employee review your organization has on Glassdoor, whether positive or negative, can have a massive impact on the likelihood that job seekers will see, click on, and apply to your jobs.
Ensuring a positive candidate experience: Word travels fast in the age of the Internet, and if a candidate has a poor experience during your hiring process, they’ll likely share their negative feelings. Continuously audit your hiring process for potential roadblocks, communicate timelines and expectations clearly with candidates, and ensure that even candidates who don’t receive an offer feel positive about their experience.
And, like any other organizational initiative, employer branding efforts should be continually measured and improved. Common metrics include:
Candidate and new hire satisfaction with the hiring process
Cost-per-hire
Time-to-hire
Quality of hire (like new hire retention, hiring manager satisfaction)
Number of applicants
Employee retention rates
Employee engagement scores
Social media sentiment
Number of social media followers
Traffic to corporate career site
Review site ratings (like Glassdoor and Indeed)
eNPS (employee Net Promoter Score)
Placement on employer ranking sites
New hire interviews
Employee exit surveys
But don’t worry – you don’t need to measure every metric we’ve listed here (unless you want to, of course!).
Where possible, set benchmarks ahead of the launch of your employer branding program, so you can later measure against the specific metrics that are most valuable to your organization.
Connect these chosen metrics to your recruiting goals, and don’t forget to pay attention to post-hire measures of quality, such as new hire retention and employee satisfaction.
Why Investing in Employer Branding Matters
Across the board, one of the biggest obstacles that candidates come up against during their job search is not knowing what it’s like to work for an organization (LinkedIn).
Think about it: you stumble on a job title you’re interested in, read the job description, and might come away knowing more about the position…but nothing about the company that position is for.
So, you do a quick Google search, read a few positive (and, likely, a few negative) company reviews, visit the company’s social media (where they showcase their marketing efforts), and take a look at the careers page (which hosts their other various open positions).
And still, you’ve learned nothing about the company’s values, culture, or what it might be like to join the team.
Often, this can keep good-fit candidates from ever clicking on the “Submit Application” button.
Your reputation plays a key factor in helping candidates take that final step to enter your recruitment pipeline. Having a positive reputation leads to more interest in your company, lower recruitment costs, and an employer brand and culture that your employees can rave about.
By investing in employer branding, you can improve both your bottom line, as well as the overall culture of your organization.
Employer Branding
Employer Branding
Employer Branding
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