How to Conduct an Employer Brand Audit (And Why It Matters)

Your employer brand exists—even if you’ve never defined it. It lives in your job posts, social media content, interview experience, and employee reviews. If you’re not actively managing it, your brand may be sending the wrong message. That’s where an employer brand audit comes in. Auditing your employer brand helps you uncover gaps, align internal and external perceptions, and create a more intentional strategy for attracting and retaining top talent.

Here’s how to do it.

1. Evaluate Internal Perception

Start by looking inward. A great employer brand begins with what your current employees think, feel, and experience.

• Review engagement surveys, stay interviews, and exit feedback

• Analyze feedback around leadership, inclusion, purpose, and communication

• Compare internal sentiment to your company’s stated culture and values

Why it matters: If your people don’t believe the brand, neither will candidates.

2. Analyze External Employer Brand Reputation

Next, assess how your organization shows up to the outside world.

• Scan your profiles on Glassdoor, Indeed, Comparably, and social media

• Review feedback from recent applicants or new hires

• Check if your public content accurately reflects life at your company

‍

Read the full article here.