Before a clinician applies for your role, they’ve already formed an impression of your healthcare service. It might come from a colleague, a Google review, a recruiter’s insight, or what they felt walking through your doors. That impression? That’s your employer brand.

And whether you’ve built it intentionally or not, it’s already speaking to potential candidates, influencing who applies, and just as importantly, who doesn’t.

At cmr we’ve seen first-hand how a clear, consistent, and values-aligned brand makes hiring easier. That’s why we’ve created a simple tool to help you reflect on your current strengths and opportunities when it comes to attracting and retaining healthcare talent.

Employer Brand Health Check

How strong is your employer brand right now?

Use this quick self-assessment to score your service out of 25. For each section, give yourself a score between 0 and 5.

1. Culture & Values (0-5 points)

• Do staff feel respected, included, and supported?
• Are the service’s stated values actually lived out in day-to-day operations?

2. Employee Experience & Wellbeing (0–5 points)

• Are workloads safe and sustainable?
• Is there access to wellbeing programs, mental health support, flexible rosters, or burnout prevention strategies?
• Do we actively promote a culture of respect, inclusion, and psychological safety? 

3. Career Growth & Development (0–5 points)

• Do staff have access to training, CPD, mentorship, and clear progression pathways?
• Is professional development encouraged and funded?

4. Leadership & Communication (0–5 points)

• Do staff trust management?
• Is communication transparent and two-way?
• Are staff voices included in decision-making?

5. Reputation & Advocacy (0–5 points)

• Would staff recommend this service to others? (Glassdoor reviews, internal surveys)
• What’s your reputation like in the wider healthcare community – among peers, universities, agencies, and online?

Your Score

21–25: Outstanding – You’re a destination workplace
16–20: Strong – Great reputation with room to grow
11–15: Moderate – Mixed perceptions; improvements needed to stand out
0–10: Weak – Time to prioritise internal culture and brand alignment

Wherever you landed, this quiz isn’t about getting a perfect score. It’s a chance to start meaningful conversations with your leadership team, review internal feedback, and begin aligning your lived culture with the story you want to tell.

Remember: healthcare professionals are paying attention to more than your job ad. They’re listening to word of mouth, scanning social media, and tuning into how your values show up in the everyday. When your employer brand reflects the real experience of working with you (and that experience is a positive one) people notice.