How to assess your brand positioning

Lesson Outcome

By the end of this lesson you will have a greater understanding of the attributes that are contributing to your employer brand.

Your current employer brand

Now we are going to capture the current elements of your employee branding right now. Read the article below and then consider the areas listed which contribute to your own employer brand.

Build your Expertise

Here is a link to an article that describes the 16 Employer brand attributes.  Check out:
 The 16 Employer Brand Attributes(

Next you'll complete an exercise to consider the attributes that contribute to your Employer Brand.  Click on the circle arrows in the box below to see which elements are making up your employer brand attribute.

Workbook Exercise


  • Salaries
  • Bonuses
  • Share option schemes
  • Raises & Promotions
  • Fairness
  • Evaluation system


  • Pension plan
  • Health insurance
  • Paid leave
  • Company sponsored holidays

Career Development Opportunities

  • Training programmes
  • Promotion paths and opportunities
  • Opportunities to work in other locations
  • Opportunities to work in other departments
  • Opportunities to learn in a university/structure
  • Develop new qualifications
  • Evaluation and feedback to develop

Work Environment

  • Office design
  • Office location and commuting
  • Work-life balance
  • Wellbeing
  • Management interaction
  • Autonomy
  • Personal achievements
  • Recognition for their work

Company Culture

  • Company values
  • Diversity
  • Existing staff
  • Socialising opportunities
  • Collaboration & team spirit
  • Trust

In your workbook work through each of the attributes which contribute to your employer brand and consider whether they have a positive or negative impact or are neutral. Update workbook with content from James

during this lesson

Now you have reviewed your employee benefits you can think about what actions you can take. As you work through the course we will revisit this exercise to look at where you should focus first.

next steps...

When you have consolidated your thoughts and insights from this lesson, move on to the next lesson using the button below.

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