| Definition | EBA is a measure of employees’ willingness to share their positive experiences and insights regarding their employer’s brand with external stakeholders, and their ability to play an active role in building the brand’s reputation and credibility. |
|---|---|
| Calculation | EBA is calculated as the percentage of employees who have engaged in employer advocacy activities over a fixed period (e.g., month or quarter). Employer advocacy activities can include sharing positive messages about their employer on social media, writing positive reviews on employer review sites, referring potential candidates to the employer, participating in employer-sponsored events, etc. |
| Unit of Measurement | Percentage |
| Function | Core HR |
| Method of Estimation | Employee surveys, social media analytics, sentiment analysis, referral tracking systems. |
| Timeframe | 30 days, 90 days, 12 months. |
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