p. +61 7 3333 1511a. Level 7, 320 Adelaide St, Brisbane, QLD, Australia

www.peopleconnexion.com

Employer Brand Audit (Recruitment)Before you set to work on revamping your recruitment employer brand, you need to first ask

yourself – do you have one at all? Here is a checklist below to help you review yours:

Understanding your employer brand

Conduct market research on your competitors’ recruitment teams & divisions

Identify their strengths, weaknesses, opportunities and threats

Define the ways you are different to them and use this to answer the questions below:

Brand values:• What do we believe?• Why do we do what we do?

Brand promises:• What can we deliver?• How do we do it?• How do we do it differently from our competitors?

Brand story:• How did we get here?• Where are we going?

Reviewing and updating your brand assets

Review your career site, its links, overall messaging, look and feel

Write a list of the aspects of your organisation and its projects that have changed since the site’s last update

Review all references to your company’s culture in recruitment collateral (eg: job advertisements, brochures, internal documents)

Check the consistency of your messages across all recruitment material - do all of your email templates, application documents and recruitment marketing assets have the same look, feel and tone?

Create a clear employer brand strategy centred around a clear message (What kind of people do you want to attract? What are their characteristics?)

p. +61 7 3333 1511a. Level 7, 320 Adelaide St, Brisbane, QLD, Australia

www.peopleconnexion.com

List of assets to review

Career site (including downloadable content, related blog posts, etc)

Social media profile blurbs (Facebook, LinkedIn, Twitter, Instagram)

Job board descriptions and reviews (eg. SEEK, Indeed, Glassdoor)

Job ad templates (on SEEK, Indeed)

Automatic emails sent to candidates (application acknowledgements, application updates, unsuccessful notifications)

Email signatures

Email templates (especially emails containing offers and employment contracts)

Interview invitations

Social media templates (images, status updates, hashtags, link tracking)

Interview guides

Emails, videos and online assessments for onboarding

Identifying areas of improvement - questions to ask

Does your career site need a makeover?

How smooth is your application process? Are there obvious ‘fall away’ points?

How often do you follow up with candidates?

How effective is your team at interviewing?

Are you personalising your interactions with candidates?

How involved are line managers in recruitment and executing an employer branding strategy?

Do you have an employee advocacy program in place?

Do you have an employee referral program in place?