What are you measuring? Like, what do you think are the important measurements for employer branding? Is it your Facebook followers, Hannah? Yeah.

It depends on what the objective that you're trying to achieve up front is.

So I think, you know, the work that you're doing in employer brand typically falls into two camps.

One is awareness building.

So top of the funnel.

And that's not necessarily we need to fill roles now that say we want to embed our reputation as an organization in these people's minds so that in 18 months time, in two years time, when they're on the market, they know who we are.

those metrics are different to your more kind of recruitment marketing type metrics, which is we're building a factory in Brazil and we have to, you know, we need to fill, we need to fill those now.

So when you pull back and look at your kind of career lessons, right, company to company, for someone listening who's at whatever stage of their employer branding journey, what are some of the kind of big lessons you can share with your audience around your planning, your strategy, big campaigns, small campaigns, getting ambassador programs up and running, not doing that, the job board piece? What are some of the big, big learnings?