The branding of a company is a hot topic; as is the branding of oneself as an applicant for jobs. A question is where does the brand come from. One answer, and I think a good one, is that the Organizational Brand is a reflection of how you treat your employees. That is, if you want to know how customers and applicants see your brand, ask employees what they think of the company. Conduct an attitude survey. Of course, customers and applicants may have different viewpoints, but your own employees are a good place to start.
For some similar reflections, see the following from Workforce.