How do you run an employer brand audit?

Assess four things systematically. First, perception: what reviews, search results and social conversation reveal about how you are seen. Second, experience: walk the candidate and employee journey to find where reality diverges from the promise. Third, your own channels and content: is the careers site, adverts and social coherent, current and true. Fourth, competitors: benchmark to understand where you genuinely stand out or blend in. Pull these together into a clear picture of strengths, gaps and priorities. Auditing before acting stops you from solving the wrong problem. The pitfall is auditing only your own materials while ignoring the external and experiential signals, which is where most of the real reputation actually lives.