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How do you conduct an employer brand audit?

How do you conduct an employer brand audit?

You usually conduct a brand audit when you have been operating for some time, but you see that something in your brand is not working as it should. Perhaps you are failing to achieve your goals and you would like to find the reason for this. However, this is not the only situation. There are a few other few moments when you should especially audit your brand. What are these moments? 

  1. The moment when you want to make big changes to the way your brand operates.
  2. The moment when you decide to rebrand your brand.
  3. The moment when you see significant growth in your brand.
  4. The moment when you see a long-term decline in sales.
  5. The moment when you lose the trust of your customers
  6. The moment when you launch a new brand.

Brand element: knowing and understanding the meaning and purpose of the company's existence 


  1. What associations do candidates have with the company's mission, vision?
  2. What do candidates know about the company's history? Do they know how the company came to have such a purpose for its existence?
  3. Do candidates know why the company exists and what important things it does for the world, the community?
  4. What associations come to employees' minds when they hear about the company's mission, vision?
  5. Are employees proud of the company's vision, mission and is it consistent with employees' personal beliefs?
  6. Do employees know who is most important to the company: external customers or employees?
  7. What sets the company apart from others? Products? Customer service? Concern for the environment?
  8. What business goals does the company have? Are these goals known to employees?
  9. Do employees know how their daily work translates into the company's business goals? its vision? its mission?

The answers to questions posed in this way should describe an ideal situation where all employees care about the company as much as the owners cared about it when the company was established.

What sources of information are helpful?

The following internal sources are worth using:

  • Survey reports: satisfaction, commitment, trust, organizational culture, happiness levels at work
  • Interviews with employees who leave the company
  • Interviews with candidates (who did not accept the job offer)
  • Interviews with new employees (who are in the onboarding process)
  • Interviews with company founders, board members
  • Findings from the summary of employees' annual evaluations
  • List of topics raised by employees in interviews with management, at annual/quarterly conferences
  • External customer feedback, including external customer satisfaction surveys
  • Evaluation of internal communication measures
  • Evaluation of internal motivation of employees

Why conduct a brand audit?

At first glance, a brand audit may seem unnecessary. The amount of data you need to analyze is enormous, as you need to take a closer look at various aspects of your brand's presence, both offline and online.

However, brand analysis is essential if you want to build a strong business - one that generates better revenue and is resilient to crises. A strong business also has a higher level of brand awareness, which directly translates into better sales and lower customer turnover.

Established brands spend less money to acquire new customers. The rate of returning customers is also higher.

All these aspects are elements of a healthy brand. Each of them will increase your profits and help you conquer your target market

So the first step to creating a healthy brand is a comprehensive brand audit.


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