Employer Brand Audit

An employer brand audit is a systematic evaluation of how your company is perceived as an employer across all touchpoints — job listings, careers pages, Glassdoor and Indeed reviews, social media presence, candidate interview experience, and employee word-of-mouth. The audit identifies gaps between your intended employer brand and the actual candidate and employee perception.

A comprehensive employer brand audit includes: analyzing Glassdoor ratings and review sentiment, evaluating careers page traffic and conversion rates, surveying recent candidates about their interview experience, benchmarking your EVP against competitors, reviewing job description language for inclusivity and clarity, and assessing your social media employer brand presence.

The insights from an employer brand audit directly inform recruiting strategy. Companies that discover they have a perception problem in a specific area (e.g., work-life balance concerns or lack of growth opportunities) can invest in addressing the root cause and communicating changes, rather than spending more on sourcing to compensate for low candidate interest.