If your employer brand isn’t attracting the right talent, or worse, repelling it, you’re not alone. Nowadays, a strong employer branding is more than just a “nice-to-have”, it’s essential. But don’t worry, you don’t need a six-month strategy sprint to see results. With the right focus and a little elbow grease, you can level up your employer brand in just 30 days. Let’s break down exactly how to do a complete employer branding audit and start seeing improvements in a month flat.
Why Bother with an Employer Branding Audit?
Think of your employer branding like your company’s reputation as a place to work. Candidates, especially top ones, are checking you out before they apply. They’re reading reviews, browsing your social media, and stalking your careers page. If what they find doesn’t line up with their expectations or values, they’ll swipe left and move on.
An employer branding audit helps you get a clear, honest picture of how your company is perceived inside and out. Once you know where you stand, you can start making the changes that actually move the needle.
Week 1: Take Stock of Your Current Employer Branding
1. Start with the Data
Begin by gathering everything you can about your current employer branding. This includes:
- Employer review sites: Glassdoor, Indeed, Google… anywhere employees leave reviews.
- Careers site analytics: How many visitors? Where do they drop off? Who are they?
- Application conversion rates: Are people viewing jobs and not applying?
- Social media engagement: How are your employer branding posts performing?
You’re looking for real-world clues: Are you attracting the talent you want? Are your messaging and experience aligned? What do employees and candidates complain about?
2. Interview Employees (Yes, Really)
This isn’t just about data, it’s about stories. Set up short, casual interviews with a mix of tenures and roles. Ask questions like:
- “Why did you join the company?”
- “What keeps you here?”
- “What would you tell your friend if they were thinking of working here?”
- “What can we improve?”
Listen for common themes. Are people mentioning the same values? The same frustrations? Use this input to help shape your employer value proposition (EVP).
3. Compare with Competitors
Who else is competing for the same talent you are? Take a quick tour of their careers pages, LinkedIn profiles, and employee content. Jot down what stands out. This isn’t about copying, it’s about finding your unique voice in a crowded space.
Week 2: Assess and Align Your Messaging
1. Audit Your Employer Branding Touch Points
Look through every place where potential employees might interact with your brand:
- Your careers page
- Social media (especially LinkedIn, Instagram, and TikTok)
- Job postings
- Candidate emails and application flows
- Onboarding materials
Ask yourself: Are these consistent? Do they reflect who you really are, or who you want to be? If someone read your Instagram bio, then opened a job description, would it feel like the same company?
2. Revisit Your EVP
Your employer value proposition (EVP) is the promise you make to employees in exchange for their time and talent. If it feels outdated, generic, or disconnected from reality, it’s time for a refresh.
A good EVP should answer:
- What makes working here unique?
- What kind of people thrive in this culture?
- What are employees proud of?
Use real language, not fluffy HR speak. Ground your EVP in stories and proof points from your people.
Week 3: Refresh and Activate Your Content
1. Update Your Careers Page
This is home base for your employer brand. Keep it clean, easy to navigate, and up to date. Some quick wins:
- Update your “Why Work Here” or mission statement section
- Add employee story videos or day-in-the-life spotlights
- Make sure your application process is mobile-friendly
The goal? Make it easy for someone to see themselves working at your company.
2. Level Up Your Job Descriptions
Too many job ads still sound like they were written in 2004. Bring them to life by including:
- A quick blurb about the team and company mission
- Growth opportunities and learning culture
- Details about flexibility, remote work, or office culture
Tools like Ongig or Textio can help you optimize phrasing to appeal to a broader, more inclusive audience.
3. Launch Simple Employee Advocacy Efforts
Your employees are your best brand storytellers. Challenge your team to post about their work experience using a branded hashtag or by sharing a behind-the-scenes moment. Offer prompts or templates to make it easy. For example:
- “Why I love working at [Company Name] in one sentence…”
- “My first week as a [role] at [Company Name] looked like this…”
This kind of authentic content builds trust and attracts talent who want to learn straight from the source.
Week 4: Track, Tweak, and Get Ready to Scale
You’ve done a lot in three weeks, but don’t stop now. You need to know if it’s working. Set clear metrics to monitor:
- Increase in career site traffic and/or specific pages
- Engagement on employer brand content
- Application rate per job post
- Quality of hire feedback from hiring managers
If something isn’t landing, don’t be afraid to adjust. The beautiful thing about employer branding is that it’s a living, breathing thing. It can (and should) evolve.
Quick Wins: What You Can Launch This Month
- Revamp your “About Careers” section with fresh language and photography
- Record one employee story video to share on LinkedIn or your careers site
- Create a posting calendar for weekly employer branding content
- Send out an employee-driven post prompt to kick off advocacy
Final Thoughts
Branding is never just about logos and language, it’s about what people feel when they think of your company. When you run a proper employer branding audit, you don’t just tweak visuals, you uncover what makes your company worth joining, and create a roadmap to shout it from the rooftops.
You’ve only got 30 days, but that’s more than enough to turn things around.
And once you get that momentum going? Keep it rolling. The talent market isn’t slowing down and neither should your branding.
Looking for Tools to Help with Your Employer Brand Audit?
Check out our free templates, audit checklists, and messaging guides in the Resources section of our blog. Got a question? Reach out through our Contact page, we love nerding out over employer branding.
Because at the end of the day, great companies don’t just find great people, they attract them.
For more information and insights on employer branding, visit the Employer Branding category page.
Need help for your Employer Branding audit? Let’s talk.
