Featured free resources

View more products

Employer Brand Development Gap Audit

The Employer Brand Development Gap Audit is a self-assessment tool that helps you pinpoint exactly where your employer brand strategy is falling short. It covers the five core pillars of employer brand development: strategy, EVP clarity, messaging, activation and measurement.

  • Who it's for

    This audit is ideal for:

    • HR and talent acquisition leaders who suspect their employer brand isn't working as hard as it should
    • Employer brand managers preparing for a strategy review or board presentation
    • People teams starting to build an employer brand from scratch and needing a clear baseline

  • What you'll get

    Working through the audit gives you a structured picture of where you're strong, where you have gaps, and which areas to prioritise first. Rather than trying to fix everything at once, you'll leave with a focused action plan grounded in your real situation.

    It takes around 20 minutes to complete and the results are immediately actionable.

Employer Brand Scorecard

The Employer Brand Scorecard is a fast, focused diagnostic that shows you what's working, what's not, and what to fix first. In around 15 minutes, you'll have a clear score across the key dimensions of employer brand performance, along with specific, actionable recommendations for each area.

  • Who it's for

    This scorecard works well for:

    • Talent acquisition and HR professionals who want a quick, honest read on their current employer brand
    • Teams preparing to make the case for employer brand investment with leadership
    • Employer brand practitioners who want to benchmark progress over time

  • What you'll get

    Most organisations are losing top talent without realising why. The scorecard cuts through the noise and gives you a clear view of the gaps that are costing you the candidates you want most. You'll get prioritised fixes you can act on straight away, without needing a big budget or a lengthy strategy process.

The Storytelling Gap

The Storytelling Gap is a practical guide to transforming disconnected, generic employer brand messaging into stories that actually move people. It introduces proven narrative frameworks that help you create emotional connection with the talent you want to attract, engage and retain.

Most employer brand content sounds the same. It lists perks, repeats values, and describes culture in ways that feel interchangeable. The Storytelling Gap shows you how to break that pattern and say something that genuinely resonates.

  • Who it's for

    This guide is particularly valuable for:

    • Employer brand and recruitment marketing professionals responsible for content and candidate communications
    • HR leaders who know their organisation has a compelling story but struggle to articulate it
    • Marketing professionals working in talent attraction or people team contexts

  • What you'll get

    The guide walks you through the gap between what most organisations say and what candidates actually want to hear. You'll learn how to identify your authentic narrative, structure stories that build trust, and create content that inspires action rather than indifference.

    Storytelling is not a soft skill. It's a strategic capability. The brands that get it right attract better candidates, build stronger reputations and spend less convincing people to join them.

What HR professionals say

These tools are used by employer brand and talent acquisition professionals across a range of industries and organisation sizes. Here is what some of them found.

Employer Brand Development Gap Audit

"I'd been working on our employer brand for two years and thought we were in reasonable shape. The Gap Audit surfaced three areas I'd completely overlooked, particularly around internal alignment and manager advocacy. We used the output to restructure our strategy review and it gave us a much cleaner brief going into the year."

​

Head of Employer Brand, Financial Services

Employer Brand Scorecard

"We were preparing to make the case for additional employer brand investment with our CHRO and needed something concrete to anchor the conversation. The Scorecard gave us a scored baseline in under 15 minutes. It made the gaps visible in a way that was impossible to argue with."


Talent Acquisition Director, Professional Services

The Storytelling Gap

"Our EVP was solid on paper but our content wasn't landing. The Storytelling Gap helped me understand exactly why. The section on the difference between what organisations say and what candidates want to hear changed how I brief our whole content team."


Employer Brand Manager, Retail

Want to go deeper?

These resources are a starting point. If you want to move from diagnosis to real transformation, Happydance Academy offers a range of short, accredited courses taught by Bryan Adams, covering employer brand strategy, EVP development, recruitment marketing and storytelling.

Each course is:

  • On demand — learn at your own pace, on your schedule
  • HRCI accredited — eligible for HR recertification credits
  • Practical — built around frameworks you can apply immediately, not theory you'll never use


Explore our courses and see which one fits where you are right now.