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Advantages of an employer branding audit

Benefits of conducting an audit on your company's employer branding. This way, you can know what image it gives off.

consultor

Isabel García

HR Consultant

Advantages employer branding audit

3 of March, 2025

The term employer branding refers to the brand of a company as an employer. In other words, it’s the image that a company conveys to both its customers and its own employees as well those who are familiar with it. It is a concept that was born in the United States in the 1960s and until relatively recently was only common among large companies.

However, today everyone involved in the field of Human Resources has heard about this term and many companies are incorporating into their processes staff selection tools that take into account what candidates think of the company.

What is the purpose of conducting an employer branding audit?

Concern for employer branding is synonymous with concern for the overall brand. Nowadays everyone has access to all the necessary information about companies, and Google and social networks are vital tools that generate opinions. That’s why if you want your company to be competitive, you need to take care of your social media presence and the information you share online. Taking care of all aspects related to employer branding and controlling all the elements that affect the perception of the company makes the difference.

Performing an employer branding audit allows you to check that all the elements that affect the image of the company are in order and the right actions are being taken.

Advantages of implementing an Employer Branding policy in the company

As we have said, employer branding allows you to work on the image of your company, but applying this policy offers many more benefits:

  • It encourages healthy competitiveness with competition.
  • It boosts employee motivation.
  • It enhances trust in the company and commitment.
  • It increases the retention of skilled professionals.
  • It reduces personnel turnover.
  • It generates effective internal communication.

Indispensable issues to consider in employer branding

There are a series of factors or premises that you have to consider when it comes to caring for the employer branding and improving the experience of employee candidates. Here are some of them:

  • Don’t lie or oversell in your company’s communications, as it could lead to lost trust.
  • Don’t just create content for the sake of it. Every piece of content makes an impact, so think about what you want to convey and how.
  • Also work on internal employer branding.
  • Know who you’re targeting, consider the target through the candidate persona.
  • Take care of the job page or job offers that are published on platforms.
  • Take care of responses to all candidates.
  • Use social networks to convey the company’s values.
  • Try to implicate the whole company, they should feel part of the corporate culture.
  • Watch over the experience of candidates for job positions.
Cristina Martin

Cristina Martin

People and Talent Director | LinkedIn | | Web | +post

Professional with over 20 years of extensive experience in various areas of Human Resources (Recruitment, Training, Occupational Risk Prevention, and Personnel Management). Experience in the Management Department: Broad understanding of the company and HR.

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cristinamartin  

HR Content Specialist