Attracting and retaining top talent in today’s competitive market relies heavily on how your business is perceived as a workplace. A strong employer brand not only helps you secure the right candidates but also improves engagement, reduces turnover and positions your company as an employer of choice.

Use this checklist to assess and strengthen your employer brand:

1. Define Your Employer Value Proposition (EVP)

☐ Have you clearly articulated why someone should work for you?
☐ Is your EVP distinct from competitors in your sector?
☐ Does it reflect real employee experiences, not just marketing slogans?
☐ Have you tested your EVP internally with your team for authenticity?

2. Showcase Company Culture

☐ Do you highlight your mission, values and workplace culture across your careers page and job ads?
☐ Do your employees share genuine stories/testimonials?
☐ Are you demonstrating inclusivity and diversity, not just stating it?
☐ Is there visible evidence of employee recognition, community work or sustainability initiatives?

3. Careers Page & Online Presence

☐ Is your careers page mobile-friendly and easy to navigate?
☐ Do you have engaging content such as videos, employee profiles and day-in-the-life features?
☐ Are your job descriptions compelling, inclusive and free from jargon?
☐ Do you keep your careers page updated with current roles and achievements?

4. Candidate Experience

☐ Is your application process quick and user-friendly?
☐ Do candidates receive timely updates at every stage?
☐ Are interviews structured and consistent across the business?
☐ Do you gather feedback from candidates about their experience (successful or not)?

5. Employee Advocacy

☐ Are employees encouraged to share positive experiences on LinkedIn/Glassdoor?
☐ Do you celebrate promotions, anniversaries and achievements publicly?
☐ Is there a clear internal communication strategy that keeps employees engaged?
☐ Are you providing career development opportunities that your team talks about?

6. Social Media & Content

☐ Are you active on the platforms where your target candidates spend time?
☐ Do you share a mix of content: behind-the-scenes, thought leadership, industry updates, people stories?
☐ Is your brand voice consistent across all channels?
☐ Do you respond to comments and engagement quickly?

7. Reputation Management

☐ Do you monitor and respond to online reviews (Glassdoor, Indeed, Google)?
☐ Do you conduct regular employee surveys and act on feedback?
☐ Are exit interviews used to identify trends and improve retention?
☐ Do you measure how your brand is perceived in the market?

8. Measurement & Improvement

☐ Do you track employer brand KPIs (time-to-hire, quality of hire, retention rates, application volumes)?
☐ Do you benchmark your brand against industry peers?
☐ Do you have a yearly review process to refresh your employer branding strategy?

✅ Tip: Employer branding is not a one-off project - it’s an ongoing commitment. The most authentic brands come from consistently living your values and showcasing real employee experiences.