EB Audit gives us the understanding and a clear roadmap for what we need to prioritise.
Five working days to your first report.
Fill in your details and we’ll come back within five working days with your company-specific report. No commitment required.
We analyze the employer brand where it actually meets candidates.
EB Audit measures how your employer brand performs across the Awareness and Consideration phases of the candidate journey - across 30+ touchpoints where the company actually meets the candidate. From how you’re perceived and communicate on social media versus your competitors (where candidates form their first impressions) to the career site, the job ads, Google search results and how the company shows up when candidates ask AI tools.
The scoring methodology and benchmark database have been built by Oddwork’s consultants across 10+ years and 100+ employer brands.
We measure where candidates actually are.
EB Audit covers the full candidate journey from first impression to application - across 30+ touchpoints in both the Awareness and Consideration/Application phases. That’s where the candidate’s decision is actually shaped.
Candidates form their first impression.
- Social media - LinkedIn, Instagram, TikTok (organic feed + sponsored activity via the Ad Library / Meta Ads Library)
- AI answers (ChatGPT, Perplexity, Copilot, Google AI Overview)
- Google search (organic results + EB-filtered press mentions)
- Reviews and rankings (Glassdoor/Indeed)
- Competitor comparisons in open channels
Candidates evaluate deeper and decide.
- Career site and navigation
- EVP and brand messaging
- Employee stories and cultural evidence (e.g. employee videos)
- Job ads and role descriptions
- Application flow and contact surfaces
Measured symmetrically - so you see not just how you perform, but how you perform against the competition.
Your score, triangulated.
Without Best in Class, the analysis gets stuck at "Company A vs Company B" level. Without benchmark companies it turns abstract. Without candidate-market data we measure the wrong things.
Candidate-market data
What candidates actually value right now. How their research behavior has evolved. Which channels are growing, including AI searches, which have risen sharply in the past year. The dataset is refreshed continuously, so every audit measures you against the latest market.
Your benchmark companies
The three companies you name yourselves. Usually direct competitors, but can also be companies you lose talent to, or aspirational brands from other industries.
Global Best in Class
A curated set of international career sites that define 8.5–9.5 out of 10 per category. Spotify, McKinsey, Klarna, Accenture, SEB, Northvolt. Aspirational references, not competitors.
Candidate-market data
What candidates actually value right now. How their research behavior has evolved. Which channels are growing, including AI searches, which have risen sharply in the past year. The dataset is refreshed continuously, so every audit measures you against the latest market.
Your benchmark companies
The three companies you name yourselves. Usually direct competitors, but can also be companies you lose talent to, or aspirational brands from other industries.
Global Best in Class
A curated set of international career sites that define 8.5–9.5 out of 10 per category. Spotify, McKinsey, Klarna, Accenture, SEB, Northvolt. Aspirational references, not competitors.
Eight categories that together mirror the candidate journey.
Each category carries its own weight based on how strongly it influences a candidate’s decision. The full methodology is explained in the delivery.
How findable is your career site?
Can a candidate find jobs at your company in two clicks? Is the navigation built for the candidate or for the investor? Does it create the right first impression?
What makes you unique as an employer?
Your employer value proposition, the promise you make. Is it distinct and memorable, or could a competitor copy the text without anyone noticing?
Do you speak to the right audiences?
Are graduates, experienced specialists and leaders all treated the same, or do they have their own tracks? Can an engineer and a PM find themselves at your company?
Do you tell your employer brand well enough?
Do you have named employee portraits, a podcast, blog or other ongoing formats? Is there a red thread, or do you go silent between campaigns?
How does the career site feel visually?
Does your career site look like an advertised brand, or a subordinate part of the corporate site? Does mobile feel as considered as desktop?
What makes you hard to copy?
What arguments do you own that no competitor could repeat without first doing the same work? Unique programs, differentiated benefits, deeper ownership?
What evidence backs your claims?
Are benefits quantified or just listed as categories? Are external rankings cited? Are employee quotes attributed by name and title, or anonymous?
Are you visible in search and in AI answers?
When someone googles "work as a [role]", do you appear? When a candidate asks ChatGPT, Perplexity or Copilot about you, what does the AI say?
Ten years of process, hundreds of audits, systematized for you.
Measures the full candidate journey - including AI answers.
EB Audit covers both the Awareness and Consideration phases of the candidate journey - across 30+ touchpoints, from social media and competitor comparisons to the career site, the job ads, and how AI tools (ChatGPT, Perplexity, Copilot, Google AI Overview) describe you. A growing majority of candidates today use AI to research potential employers; EB Audit is the only established EB analysis that measures exactly what AI answers when candidates ask about you.
Global Best in Class benchmarking, not just industry peers.
When you see how Spotify packages its culture, how McKinsey presents growth paths, or how Klarna writes its EVP, you understand what is actually possible. EB Audit quantifies the gap and names concrete actions.
Built on ten years of work with 100+ employer brands.
The methodology is the codification of what Oddwork has learned building employer brands for Axis Communications, Axfood, LKAB, Polisen, Tyréns, Enea and Tactel. Each new audit feeds the database.
A living document with follow-up, not a report left in a drawer.
The first audit is a baseline. Six months on, we measure whether the actions moved the score. In between, EBI can give continuous reads on your AI visibility.
What you get from the audit.
A coherent view of the candidate journey.
You get a black-and-white picture of how candidates actually experience you across the entire Awareness and Consideration phase - from social media and competitor comparisons to the career site, job ads and AI answers. That whole-journey view is nearly impossible to see from the inside, and no single tool or internal survey delivers it.
Your competitors’ moves, uncovered.
You see exactly where your benchmark companies are stronger or weaker - category by category, in numbers, not gut feel. And which niches you already own that no one else has seen. That becomes the basis for where to defend your position and where to attack.
A prioritized action list, not another idea bank.
Concrete actions ranked by potential and effort. Quick wins (1–4 weeks), mid-term (1–3 months) and strategic (3–6 months). You know exactly what to do first - and can start on Monday.
The business case behind the EB investment.
Where you lose candidates today, and what improvements would mean in reduced recruiting costs, shorter time-to-hire and more organic applications. EB Audit quantifies the value so you can prioritize EB internally - including against the CFO and the leadership team.
A baseline you can follow up against.
The same method six months later shows exactly what effect your actions had - in measurable score delta, not in claims. You know whether your EB investment is paying off.
Companies that asked Oddwork to audit their candidate journey.
Global tech player based in Lund. The audit mapped how their engineering culture is perceived by candidates, compared against international BIC brands.
Infrastructure and urban-planning consultancy. EB Audit surfaced the gap between their rich content and how candidates actually find it in search and AI answers.
Premium EV maker with a global footprint. The audit mapped how their design language and premium positioning translate into the candidate journey in a fiercely competitive tech labour market.
Stockholm-based tech and design company. The baseline audit validated the format; monthly follow-up felt too intense and was rescaled to semi-annual.
EB Audit gave us a clear benchmark ahead of the careers-site rebuild - we knew exactly where the content gaps were and how to prioritise. After relaunch we could measure the actual improvements against the same methodology.
We knew we needed to work more systematically with our employer brand and candidate journey, but we didn’t know where to start or what the competitive landscape actually looked like. EB Audit gave us both the understanding and a clear roadmap for what to prioritise.
The data and insights from EBI were impressive. Some confirmed areas we already sensed needed priority; the rest surfaced entirely new priorities for us to work on.
We’ve been very impressed by how the audit is conducted and the insights it captures. We’re taking many valuable insights with us to keep working on.
How the audit is run.
Data collection
Oddwork collects data symmetrically for you and your benchmark companies - first across the Awareness phase (social media, candidates’ first impressions and how you appear against competitors in open channels), then across the Consideration and Application phases (career site, job ads, organic search visibility, and AI visibility via ten standardized candidate prompts against four AI engines).
Scoring
Each category is scored on a 1–10 scale where 8.5+ equals Best in Class. Scoring is done by Oddwork consultants with support from a benchmark database built over ten years. We always show the observations behind each score.
Delivery
You receive an initial report with the most important insights from the full analysis: score per category, your leading strengths and the three biggest opportunities - an overview that is immediately usable in leadership and pipeline planning. Where it’s needed, we extend the report chapter by chapter into the categories that matter most to you. After six months we can run a follow-up audit with identical methodology.
How long does the audit take?
+
From request to first report typically takes five working days. More complex companies with more benchmark points can take up to two weeks.
What do we need to prepare?
+
Nothing beyond what you fill into the form. We pull the data we need from public sources and our own analysis tools.
Is it confidential?
+
Yes. The report is shared only with the contacts you name. We never use individual client reports as public case material without approval.
Who are your benchmark references?
+
We’ve worked with more than 100 employer brands since 2014. Examples from the existing portfolio: Axis Communications, Axfood, LKAB, Polisen, Enea, Holy Greens, Tactel, Tyréns. For each audit we also use a global Best in Class set including Spotify, McKinsey, Klarna, Accenture, SEB and Northvolt.
How is EB Audit different from a Randstad or Universum report?
+
Randstad and Universum measure a company’s general attractiveness through candidate and employee surveys. EB Audit analyzes exactly what a candidate meets when they actually research you: the career site, the job ads, the search results, the AI answers. We measure candidate-journey outcomes, not general brand perception.
What happens after we get the report?
+
You own the results. There’s no requirement for follow-up engagements. If you want to deepen a category, implement actions together with us, or repeat the audit in six months, we can help, but it’s entirely optional.
What does it cost?
+
The first EB Audit report is free. You request it, we deliver the results and initial analysis, no payment involved. If you then want to go deeper with a focused analysis of a specific category, a concrete action plan, or a workshop around your priority areas, we’ll put together a proposal based on scope. You decide if and when to take that step.