Let’s clear something up: you don’t ‘create’ an employer brand. You already have one. It’s what employees say about you when you’re not in the room. The only question is—are you managing it, or letting Glassdoor do it for you?
Too many companies treat employer brand like a recruitment ad campaign. They slap some aspirational messaging on a careers site and call it a day. But if the experience doesn’t match the promise, candidates will see right through it.
Your employer brand is failing if:
- Your EVP is written for your board, not your employees.
- Your marketing says ‘flexible work’ but your policies say otherwise.
- Your Glassdoor reviews are a bloodbath.
- Your employees aren’t your loudest advocates.
- You’re still using ‘we’re like a family’ in your job ads.
Want a strong employer brand? Earn it. Live it. Manage it. But stop pretending you can manufacture it out of thin air.
Building an authentic employer brand means looking inward first. What’s the lived experience of your employees? What do they like and dislike? What do your candidates actually care about? Once you know that, you can tell a story that resonates—and actually delivers.
Because when it comes to employer branding, truth beats polish every time.
