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

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 

Pro tip: Tools like CLEO by Cliquify can help you analyze your employer brand perception in real time and compare it against key competitors. 

3. Map the Candidate Experience

Your employer brand is shaped by how people feel during the recruiting process. Audit your experience like a mystery shopper. 

• Apply for your own jobs—how smooth is the process? 

• Assess recruiter communications, interview structure, and follow-up 

• Look for opportunities to humanize and personalize the journey 

Remember: Candidates may be future employees—or future advocates. Treat them like both. 

4. Review Your Content Strategy

Your content should reflect your EVP, culture, and brand consistently across all touchpoints. 

• Audit your career site, job descriptions, and employer branding social media posts 

• Make sure messaging aligns with your employee value proposition (EVP) 

• Check for visual consistency, tone, and voice across teams and platforms 

Look for gaps: Are you actively highlighting DEI, leadership, purpose, or development? 

5. Assess EVP Clarity and Activation

An audit isn’t complete without evaluating your EVP. 

• Is your EVP clearly defined, and does it show up in your messaging? 

• Do employees understand and embody it? 

• Are hiring managers and recruiters trained to communicate it authentically? 

Strong EVPs make stronger impressions. Make sure yours is both clear and unique. 

Conclusion: Complete an Employer Brand Audit and Turn Insight Into Action 

An employer brand audit isn’t just a check-the-box exercise—it’s your foundation for building a better brand. By assessing how your brand is perceived and experienced at every touchpoint, you gain the clarity to evolve with purpose. 

Ready to take the next step?
Download our Employer Branding Strategy Roadmap Template to organize your audit findings and turn them into action.

Need help launching your Employer Brand Strategy, book a demo to see how Cliquify can help!