Branding design agency, Principals, has introduced the Employer Brand Health Check, a tool designed to help brands identify the gap between their brand promise and reality from the perspective of current and potential employees. The Health Check is a three-phase process involving understanding the brand promise, identifying the brand reality, and closing the gap.

The process includes reviewing the current employer brand through interviews and listening sessions with leadership and key talent segments, followed by a team workshop to strengthen the brand. Research suggests that organisations that co-create are almost twice as likely to be innovative and have a highly engaged workforce.

"Do you know how well your employer brand is performing; how your employees feel, what they say and how likely they are to recommend you? Ignorance is not bliss. If you don't know the answer to these questions, you are mismanaging your customer experience, productivity, employee effectiveness and, ultimately, business performance," said Principals Employer Brand Director, Claire Gallagher.

"A brand is what a brand does. If you are not actively managing your employee experience, setting clear priorities and building advocacy, you could be damaging your brand and business. By reviewing your employer brand, you can create a culture that is safe, equitable and inclusive while boosting employee confidence, unlocking creativity and innovation. This is a must for organisations looking to build a genuine sense of pride in the brand," said Gallagher.