Assessment in progress: results stay hidden until every block is answered.
How it works
Answer all 12 blocks: 3 preconditions as ✓ / ✗ and 9 blocks on a 0 to 5 scale. No score, level or chart is shown while you assess, so each block is judged on its own evidence instead of being nudged towards a target total.
The scale
Click any block to open the full rubric and examples before choosing.
0 absent1 initial3 established5 exemplary2 and 4 are in-between
0 of 12 answered
FOUNDATIONChecked, not scored · if ✗ then Not anchored
1
VisionIs there a documented 5 to 10 year direction as an employer, shared beyond the leadership team?
✓
Present
A documented 5–10 year direction as an employer, shared and understood beyond the leadership team.
✗
Absent
No documented long-term employer direction, or it lives only in leaders' heads.
Checked, not scored. If any precondition is ✗, the employer brand is Not anchored regardless of the total.
WHY DECLAREDChecked, not scored · if any ✗ then Not anchored
2
MissionIs there a written mission, clearly distinct from the vision and understood by employees?
✓
Present
A written mission, clearly distinct from the vision and understood by employees.
✗
Absent
No written mission, or it blurs into the vision and is unknown to employees.
Checked, not scored. If any precondition is ✗, the employer brand is Not anchored regardless of the total.
3
ValuesAre values explicitly declared and recognisable to employees in everyday decisions?
✓
Present
Values explicitly declared and named, recognizable to employees in everyday decisions.
✗
Absent
Values only listed in a handbook, generic, or not recognized by employees.
Checked, not scored. If any precondition is ✗, the employer brand is Not anchored regardless of the total.
WHY OBSERVEDObservable employer identity · scored 0 to 5
4
People IdentityHow well do you know who actually works here, based on evidence rather than assumption?
1
No data on who actually works here: assumptions only
"We hire great people", no evidence, no description of who they are
3
Employee archetypes identified; supported by survey or interview data
Engagement survey + focus groups; 2–3 talent personas built and validated
5
Deeply researched identity; externally confirmed; referenced in EB materials
Independent EB research used in EVP and all employer brand communications
Score as an external candidate would see it, not as HR believes it to be.
5
Target SegmentsHow precisely are your talent segments defined, and do they drive sourcing decisions?
1
No defined talent segments; recruiting for everyone
Job ads address all candidates indiscriminately
3
2–3 talent segments defined with role, motivation and channel preferences
"Early-career engineers who value autonomy and international exposure": documented
5
Specific personas per segment; ecosystem mapped; sourcing channels prioritised
Persona cards in use across TA, brand and content teams; updated annually
Targeting is not exclusion: it is precision. A 5 means the segment is specific enough to drive content and sourcing decisions.
HOWHow the brand operates · scored 0 to 5
6
Culture & BehavioursHow far is culture evidenced by real behaviours and rituals rather than adjectives?
1
Culture described in generic adjectives; not evidenced
"We are innovative, collaborative and fast-paced": nothing behind it
3
Culture described through real behaviours and rituals; recognisable internally
Onboarding, performance review and meeting norms reflect the stated culture
5
Culture is observable, consistent and confirmed by independent sources
Glassdoor reviews, exit interviews and employee surveys all reinforce the same story
Culture is what people actually do, not what the values wall says. Score from behaviours, not from declarations.
7
Advocacy & CommunityHow much of the employer story is carried by employees rather than corporate channels?
1
No employee advocacy; all employer brand content is corporate
Only the careers page and job ads speak about the company as employer
3
Some employees share content; ambassador programme exists or is being built
10–20 active ambassadors; LinkedIn content mix is >30% employee voices
5
Organic advocacy at scale; employees recruited, retained and referred by peers
Candidates cite employee content as reason for applying; referral rate >30%
Advocacy cannot be forced. A 3 means the infrastructure is in place and some voices are active. A 5 means it compounds without intervention.
11
Proof PackHow strong is the independent evidence behind your employer claims?
1
No employer brand evidence; claims are unsupported
"Great place to work", no certification, no data, no testimonials
3
Certifications or rankings held; eNPS tracked; some employee testimonials curated
Great Place to Work certified; eNPS 30+; video testimonials on careers page
5
Multiple independent validations; evidence updated annually; cited in sourcing
Top employer cert + sector ranking + eNPS >50 + third-party media coverage
Certifications score 3, not 5. The 5 requires evidence that actively generates inbound talent: it must be working, not just existing.
WHATWhat the brand promises · scored 0 to 5
8
EVPHow defined, shared and externally validated is the employment promise?
1
No defined EVP; each recruiter sells the company differently
Offer changes by hiring manager; no consistent employment promise
3
EVP documented; used in job ads and careers page; known internally
EVP statement approved; embedded in job ads, LinkedIn and onboarding materials
5
EVP researched with employees; externally validated; self-reinforcing in the market
Candidates quote the EVP back; employees use it when referring peers
An EVP written only by HR scores 2. One co-created with employees and validated externally scores 4–5.
9
CommunicationHow coherent is the employer narrative across every channel?
1
No consistent EB communication; tone varies by channel
Careers page, LinkedIn and job ads each tell a different story
3
Consistent tone and narrative across main formats; editorial guidelines exist
EB guidelines shared with HR and marketing; quarterly content calendar
5
Single coherent employer narrative across all channels; amplified by employee voices
External observers describe the company using the brand's own language
Communication is not volume: it is coherence. A company posting daily with an inconsistent message scores 1–2.
10
ReachHow findable and present are you where your target talent already is?
1
Passive reach only; relies entirely on job boards
LinkedIn jobs + Indeed; no owned media; no active channel strategy
3
Active on 2–3 channels; some owned media; cadence exists
LinkedIn company page active; careers blog; university partnerships; events presence
5
Multi-channel; planned cadence; inbound applications tracked by source
40%+ inbound; top talent finds the company without applying to job ads
Reach is not just about posting: it is about being findable, desirable and memorable before a candidate starts looking.
SYSTEM METRICSInput · Process · Results · scored 0 to 5
12
System MetricsHow far do employer brand metrics actually drive investment decisions?
1
No EB metrics; success measured by hires only
"We filled the roles", no tracking of brand health, reach or quality
3
Brand awareness, eNPS and source of hire tracked; reviewed quarterly
Quarterly EB dashboard: awareness, consideration, apply rate, eNPS, quality of hire
5
Full input/process/outcome model; benchmarked externally; drives EB investment decisions
EB ROI model in place; data used to allocate budget across channels and segments
Metrics exist to diagnose, not to report. A 3 means you know what is working. A 5 means you use that knowledge to make better decisions.
Ready to see where you stand?
Answer every block to unlock your maturity level, subtotals and charts.
Total maturity score
0/ 45
-
Anchored
Emerging
Defined
Integrated
Exemplary
Not anchored: any precondition ✗ ·
Anchored: all preconditions ✓ ·
Emerging: all WHY ≥ 1 ·
Defined 16–23 ·
Integrated 24–34 ·
Exemplary 35–45