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An employer brand agency that measures what candidates are told.

Before a candidate applies, they read your adverts, your careers site, your reviews, and now whatever ChatGPT says about working for you. We build employer brands for organisations that hire at volume, then check every one of those places to see whether the brand actually arrived.

Talk to us What is employer brand?
Employer brand read Illustrative

Where candidates meet youChecked in the order they find it

  1. Assistants What ChatGPT, Claude, Gemini and Perplexity say Needs fixing
  2. Adverts The EVP in the first 3 lines Needs fixing
  3. Careers site Apply journey on a phone In progress
  4. Reviews Themes candidates repeat Working
  5. Results Applications per vacancy, by role Not started

Diagnose firstPhase 1 of 3

What the work looks like.

The employer brand has to carry a business through growth.

What we found
At a market-leading health and social care agency, candidate supply was the ceiling on growth. Nobody owned attraction as a job of its own.
What we built
An employer value proposition and the attraction function to deliver it, built and led by our founder over 12 years as CMO.
What moved
£12m to £100m+ The revenue growth that brand and function supported.

Candidates ask AI what it’s like to work for you.

What we found
The SetpointHQ Index scores 100 UK employer brands every month on how ChatGPT, Claude, Gemini and Perplexity describe them to candidates. The assistants answer whether or not you have given them anything to work from.
What we built
Pro: 12 months of tracking against that cohort, plus the pages, structured data and third-party sources that change what the assistants say.
What moved
Your position against 100 UK employers, every month, with the reasons behind it.

A brand that never reaches the advert.

What we found
At a national healthcare provider, 2 people were rewriting more than 100 job adverts a week by hand. The brand guidelines existed. The adverts didn’t follow them, because nobody had time.
What we built
An automated system of AI, automations and job data agents that writes and publishes every advert to the same standard.
What moved
300+ Adverts a week, written and published automatically, each one carrying the same story.

More media spend, the same number of applications.

What we found
At the same provider, budget wasn’t the constraint. What candidates saw, and where they saw it, was.
What we built
The recruitment marketing operation rebuilt end to end and measured on applications, not clicks.
What moved
107% More applications in 12 months, with no increase in media spend.

The careers site loses people you already paid to attract.

What we found
Candidates who reach a careers site and don’t apply have usually hit a problem on the site, not with the job.
What we built
The Careers Site Check: your site reviewed by hand against 6 areas, with written findings and a 30-minute walkthrough within 3 working days. Free.
What moved
A list of where candidates drop out, in the order we would fix them.

Figures come from our founder’s in-house roles, so the employers stay unnamed. Where a row has no number, we haven’t got one we can publish.

How an engagement runs.

  1. Diagnose

    We read your employer brand the way a candidate meets it: the assistants, the adverts, the careers site, the reviews and the apply journey. Then we put it against your hiring numbers. That diagnosis becomes the plan.

  2. Build

    The EVP written so it can be used, then carried into advert templates, careers pages, recruiter scripts and the structured data the assistants read.

  3. Measure

    Monthly, against the targets agreed at the start: applications per vacancy, cost per hire, time to fill, and what 4 assistants say about you.

Start at any step and stop after any step. Each one is scoped on a call, and you get the number in writing before anything starts.

Common questions.

What does an employer brand agency do?

It works out what people believe it is like to work for you, decides what you want them to believe, and closes the gap. In practice that means an employer value proposition, the messaging that comes out of it, and getting that messaging into every place a candidate meets you: adverts, careers site, social, recruiter conversations and, now, AI assistants.

How is SetpointHQ different from a creative employer brand agency?

We start from the hiring numbers, not the campaign. Our team has spent 20 years in recruitment marketing, inside agencies and in-house, so the work is judged on applications, cost per hire and time to fill. And we measure what ChatGPT, Claude, Gemini and Perplexity say about you, which most employer brand work never checks.

How do you measure an employer brand?

With the numbers you already report: applications per vacancy, cost per hire, time to fill, offer acceptance and early leavers. On top of that, a monthly read of how 4 AI assistants describe you, scored on the same rubric as The SetpointHQ Index of 100 UK employer brands.

Do you write the employer value proposition?

Yes. We build it from interviews, exit and review data and what candidates actually respond to, and we write it so a recruiter can use it on a call tomorrow. An EVP that only exists in a slide deck hasn’t been finished.

Which sectors do you work in?

We’re deepest in sectors that hire at volume: health and social care, logistics, hospitality and retail. The Index itself covers 100 UK employer brands across banking, fintech, retail, professional services, social care and more.

How much does it cost?

It depends on what the diagnosis finds, so every engagement is scoped on a call first. You get the number in writing before anything starts. Talk to us and we’ll tell you straight whether we’re the right fit.

Talk to us.

Tell us which roles you can’t fill and what candidates say when they turn you down. A senior member of the team replies within 1 working day.

Talk to us

Not ready to talk? The Careers Site Check is free and comes back within 3 working days.

Get the free check