What should one do to understand their company's employer brand?

To understand a company's employer brand, reviewing the company's careers page is essential as it is specifically designed to highlight the organization’s workplace culture, values, and the benefits it offers to employees. The careers page serves as a primary communication tool for potential employees, showcasing job opportunities along with insights into the company's mission and vision. By examining the content, design, and messaging on this page, one can gain critical insights into how the company positions itself as an employer and what it seeks in its workforce.

While other approaches, such as gathering employee testimonials or conducting satisfaction surveys, provide valuable insights into employee experiences and perceptions, the careers page offers a direct and curated representation of the employer brand from the organization’s perspective. Analyzing competitor websites may give context or comparisons, but it doesn't give a direct view of one's own brand. Each of these methods contributes to a well-rounded understanding, but starting with the careers page is foundational for grasping how the company intentionally wants to be perceived as an employer.