As the calendar flips to July, many companies enter a critical period of reflection and realignment. Whether you're mid-fiscal year or gearing up for a fall hiring push, the second half of the year is an ideal time to check in on your employer brand. But what exactly does a “check in” entail, and how do you know it's the right time?

Start by asking yourself a few questions: Has our employee experience evolved in the last year? Have we changed the way we work, the benefits we offer, or our leadership approach? Are we attracting the types of candidates we need to grow? If the answer to any of these is yes - or worse, you’re not sure - your brand may not be keeping up with your reality.

Here are five signs you might need a brand refresh:

1. Your employee experience has evolved, but your brand hasn’t. If you've shifted to hybrid work, launched new wellbeing programs, or made meaningful cultural changes, your employer brand should reflect that evolution.
2. You’re struggling to attract the right candidates. Low engagement, poor fit, or high turnover might point to a mismatch between what you promise and what’s actually delivered.
3. Your messaging feels generic or outdated. Candidates are savvy. They can tell when they’re reading recycled phrases. If your messaging sounds like everyone else’s, it won’t stand out.
4. Your recruitment marketing isn't delivering results. If job ads or career content aren’t converting, it might be time to reassess the story you’re telling.
5. You’re entering a new phase of growth or change. Mergers, restructures, new leadership, or global expansion are perfect moments to ensure your brand is aligned with your trajectory.

Checking in doesn’t mean an overhaul. It means taking stock of your strengths, understanding your audience, and refining how you communicate your unique value as an employer. Start with a brand audit, gather employee insights, and look at how your brand shows up across touchpoints. The result? A revitalized message that reflects who you are now, and where you’re going.