Abstract: A method of business is used for gathering insights about employer brand reputation, including candidate and employee preferences, perceptions, and experiences. The method of business provides a normalization of data points into a meaningful index that helps visualize employer reputation in a numerical order. It establishes the strength of the employer relationship with desired people to hire and retain for the organization. The method of business includes the steps of establishing a desired market, conducting market research, gathering market-data, gathering candidate-data, and using the market-data and candidate-data to create an employer-brand-index. Further, it considers how employers fulfill expectations in their desired connection with a company's purpose, how they support the employer vision of the future, compelling career proposals, what it takes to be an ideal employer, most regarded employee experiences, endorsement for people and culture, and a sense of belonging.