Back to talent acquisition guide

Employer Brand Audit Template

A comprehensive audit tool for evaluating and improving your employer brand across all candidate and employee touchpoints — from careers pages and job adverts to onboarding, internal culture, and offboarding experience.

Free Download — Complete the form to access your PDF

Comprehensive employer brand evaluation tool covering all candidate and employee touchpoints

100% free. No spam. Unsubscribe any time. GDPR compliant.

100% Free Instant PDF Access No Credit Card GDPR Compliant Expert-Crafted

Introduction to Employer Brand Auditing

Your employer brand is the perception candidates, employees, and the broader talent market hold about what it is like to work for your organisation. A strong employer brand reduces cost-per-hire by up to 50% and decreases turnover by 28%, according to LinkedIn research. Yet most companies have never systematically audited how their brand is experienced at every touchpoint.

This audit template guides you through a structured evaluation of every dimension of your employer brand — from digital presence and candidate experience to internal culture, leadership reputation, and alumni relations. Use it to identify gaps between your intended employee value proposition and the reality experienced by your people and candidates.

Key Audit Dimensions

Digital Presence Audit

Evaluate your careers page, social media channels, review sites, and online employer reputation

Candidate Experience Review

Assess every stage of the hiring journey from application to offer and onboarding

Internal Culture Assessment

Measure alignment between stated values and daily employee experience across teams

EVP Alignment Analysis

Compare your employee value proposition promises against actual delivery and perception

Section 1: Organisation and Brand Overview

Organisation Name
Enter your organisation name
Audit Date
DD / MM / YYYY
Audit Lead / Team
Names and roles of those conducting the audit
Current Employee Value Proposition (EVP) Statement
Paste or summarise your current EVP — or note if not yet defined
Primary Talent Segments
List the 3-5 most critical talent segments you recruit for (e.g., software engineers, sales executives, nurses)
Key Competitors for Talent
List 4-6 organisations you most frequently compete against when hiring

Section 2: Digital Presence Scorecard

Rate each digital touchpoint on a scale of 1 (Poor) to 5 (Excellent). Include evidence and notes for each rating.

Careers Page
Evaluate: Visual design, mobile responsiveness, content freshness, employee stories, easy navigation, clear CTAs
Rating (1-5):
Evidence / Notes:
LinkedIn Company Page
Evaluate: Follower growth, content engagement, Life tab content, employee advocacy, job posting quality
Rating (1-5):
Evidence / Notes:
Glassdoor / Indeed Reviews
Evaluate: Overall rating, review volume, response rate to reviews, sentiment trends, CEO approval rating
Rating (1-5):
Evidence / Notes:
Social Media Employer Content
Evaluate: Posting frequency, engagement rates, authenticity, behind-the-scenes content, employee spotlights
Rating (1-5):
Evidence / Notes:
Job Advertisements
Evaluate: Tone of voice, inclusivity of language, salary transparency, benefits highlighted, realistic job previews
Rating (1-5):
Evidence / Notes:
Corporate Website About/Culture Pages
Evaluate: Values articulation, team photos, diversity representation, awards and certifications displayed
Rating (1-5):
Evidence / Notes:

Section 3: Candidate Experience Audit

Awareness
Consider: How do candidates first hear about you? What channels drive the most quality applicants? Is your employer brand visible where your target talent spends time?
Document your findings, current state rating (1-5), and priority improvements...
Application Process
Consider: How long does your application take? Is it mobile-friendly? Do you require unnecessary fields? What is your application abandonment rate?
Document your findings, current state rating (1-5), and priority improvements...
Communication During Hiring
Consider: What is your average response time? Do candidates receive status updates? Is rejection communication personalised and respectful?
Document your findings, current state rating (1-5), and priority improvements...
Interview Experience
Consider: Are interviewers trained and consistent? Do candidates meet diverse panel members? Is the process transparent regarding timeline and next steps?
Document your findings, current state rating (1-5), and priority improvements...
Offer and Negotiation
Consider: Is your offer presentation compelling? Do you provide total compensation breakdowns? What is your offer acceptance rate and why do candidates decline?
Document your findings, current state rating (1-5), and priority improvements...
Pre-boarding and Onboarding
Consider: What happens between offer acceptance and day one? Is the first week well-structured? Do new hires feel welcomed and prepared?
Document your findings, current state rating (1-5), and priority improvements...

Section 4: Internal Culture and Employee Experience

Employee Net Promoter Score (eNPS)
Current eNPS score and trend over past 12 months. Target: +20 or above.
Values Alignment Assessment
Rate how well stated organisational values match day-to-day employee experience (1-5). Provide evidence.
Manager Quality and Trust
Summarise manager effectiveness data from engagement surveys, 360-degree feedback, and exit interviews.
Learning and Development Opportunities
Describe current L&D offerings, utilisation rates, employee satisfaction with development opportunities.
Diversity, Equity, and Inclusion
Document workforce diversity metrics, inclusion survey results, pay equity status, and DE&I programme maturity.
Recognition and Rewards
How often are employees recognised? Is recognition timely, specific, and visible? What programmes exist?
Work-Life Balance and Flexibility
Describe flexible work policies, actual utilisation, and employee satisfaction with work-life balance.

Section 5: Competitive Benchmarking

Compare your employer brand against your top 3 talent competitors across key dimensions.

DimensionYour OrganisationCompetitor 1Competitor 2Competitor 3
Glassdoor Rating
Careers Page Quality
Social Media Presence
Salary Competitiveness
Benefits Package
DE&I Reputation
Learning & Development
Remote/Flexible Work
Company Culture Perception

Section 6: Employer Brand Action Plan

Top 3 Brand Strengths to Amplify
Identify the strongest elements of your employer brand that should be emphasised in all employer marketing
Top 3 Brand Gaps to Address (Quick Wins)
Issues that can be resolved within 30-60 days with minimal budget — e.g., updating careers page, responding to reviews
Top 3 Strategic Investments Required
Larger initiatives requiring budget and executive sponsorship — e.g., manager training, EVP refresh, DE&I programme
Key Metrics and Targets
Define 5-7 measurable targets to track over the next 12 months (e.g., eNPS from +12 to +25, Glassdoor from 3.6 to 4.0)
Budget and Resources Needed
Estimate budget requirements for quick wins vs. strategic investments. Identify team members responsible.
Executive Sponsor and Governance
Name the executive sponsor and describe the governance cadence for reviewing progress (e.g., monthly steerco)

Benefits of Using This Template

  • Provides a structured, repeatable framework for evaluating your employer brand across all touchpoints
  • Identifies gaps between your intended EVP and actual candidate and employee perception
  • Creates a baseline measurement to track employer brand improvements over time
  • Generates a prioritised action plan with quick wins and strategic investments
  • Facilitates data-driven conversations with senior leadership about employer brand investment
  • Benchmarks your employer brand against talent competitors to reveal differentiation opportunities
  • Aligns HR, marketing, and leadership teams around a shared employer brand strategy
Best Practice: Complement this audit with anonymous employee surveys and candidate experience feedback to get the most accurate picture. Internal perceptions often differ significantly from the external brand you project, and closing that gap is where the real impact lies.

Related Resources

Related Resources

Frequently Asked Questions

Everything you need to know about this resource

Still have questions? Contact our HR experts.

HR by the numbers

74%

74% of companies say they are not keeping up with their company's demand for new skills.

Source: The Josh Bersin Company, corporate L&D study, 2026

  • Email uscontact@performancereviewssoftware.com
  • LinkedIn
  • X / Twitter

Reviews and services

© 2026 PRS Consultancy. Independent HR software reviews and HR guides. Some links to vendors are affiliate links: we may earn a commission if you buy, at no extra cost to you.

  • About
  • Our experts
  • Contact
  • Terms
  • Privacy
  • Back to top