• Transform magazine
  • May 27, 2019


Employer brand, inside and out


The IoIC has developed a tool that measures the perception of a brand as an employer, both internally and externally.

The research tool, named the Employer Brand Audit, will compare and contrast how the brand is perceived by existing and potential employees.

The Audit’s official launch will be at Transform magazine’s Employer Brand Management conference, taking place tomorrow (9 December). Both the launch and the event demonstrate the growing relevance of employer branding for internal comms practitioners, HR practitioners, brand managers and beyond.

Jennifer Sproul, IoIC’s head of commercial, says, “The Employer Brand Audit is a neat, simple tool that’s based on six factors and can show any organisation how their brand is perceived and experienced inside the organisation – and benchmarked against external perceptions.”

The six factors are; mission for motivation, standing for status, engagement for encouragement, benefits for buy-in, delivery for dependability and impetus for incentive. The IoIC aims to make its audit the industry’s go-to benchmark in this area.

The new tool, which was developed in collaboration with the Centre for Brand Analysis, should help companies to improve and develop their employer brands, and thus boost productivity through attraction and retention.