What is an Employer Brand Audit?
An employer brand audit is an assessment of a company's image and reputation as an employer. Nowadays, when competition in the labour market is high and employees are looking for employers who will provide them with the best employment conditions, a brand audit is particularly important.
An employer brand audit looks at organisational culture, remuneration and benefits policies, recruitment and selection methods, as well as employee training and development. The purpose of the audit is to verify the strengths to be improved in terms of the employer's activities, which can influence the positioning of the company as an attractive employer in the labour market.
After the employer brand audit, the company has the opportunity to take actions that will contribute to its image as an employer, such as: changing its remuneration policy, developing training and development programs for employees, improving recruitment and selection processes or introducing more open internal communication.
How to conduct an Employer Brand Audit?
In order for an employer brand audit to have the best effect, it is important to prepare for it well and follow a process that includes the following steps:
1. Defining the objectives and scope of the audit: The first step is to analyse various aspects such as organisational culture, remuneration and benefits policy, employee training and development, recruitment and selection processes, and communication with employees.
2. Conducting surveys and polls: The second step is to conduct surveys and polls to help gather information about the company's image as an employer, employee satisfaction levels, expectations and needs.
3. Analysing the results of the surveys: Conducting an analysis of the results helps to identify strengths and areas for improvement in employer performance. These can influence the positioning of the company as an attractive employer in the labour market.
4. Document review: The fourth step is a review of documents related to the company's operations as an employer, i.e. remuneration policies and procedures, recruitment and selection processes, and employee training and development.
5. Interviews with employees and managers: Interviews with employees and managers are a good way to gather information about the organisational culture, remuneration policies, employee training and development and other areas related to the company's work.
6. Reporting and recommendations: The final step is to produce a report of the audit findings and recommendations. The report should include specific actions that will improve the company's reputation as an employer, as well as recommendations for further actions to maintain the company's positive image.
For which companies is an Employer Brand Audit carried out?
An employer brand audit can be conducted for any company, regardless of size or industry. Most commonly, however, an audit is chosen by companies that want to improve their position as an employer in the labour market, attract and retain the best employees and maintain high levels of employee engagement.
In particular, an employer brand audit is recommended for companies that notice problems recruiting and hiring the best employees, mainly in the technology or medical industries. An employer brand audit can help a company identify problems and develop strategies to help attract and retain the best employees.
It is worth mentioning that an employer brand audit can also be carried out for multinational companies that want to improve their position as an employer in various labour markets around the world.