Creating and communicating a strong employer brand is essential in today’s competitive job market, but many companies make common mistakes. Here are five things to avoid to ensure your brand attracts, and keeps, the right people to help your business thrive.

Overlooking the importance of a strong employee value proposition (EVP) – An EVP outlines what employees can expect in return for their skills and experience. An undefined EVP can result in a less compelling employer brand. Companies need to clearly articulate and deliver on their EVP to attract and retain top talent. This includes career development opportunities, work-life balance, and company culture​.

Lack of authenticity – If your company projects an idealised image that doesn’t reflect the actual work environment or company culture it can lead to both disappointment and mistrust, causing high turnover rates. Authentic employer branding should accurately represent your company’s values, culture, and everyday work environment.

Inconsistent messaging – Consistency is crucial in employer branding. Inconsistent messages across different platforms and communications can confuse potential candidates and employees. Ensure that you maintain a clear brand message in all recruitment materials, social media, and internal communications to build a clear and trustworthy brand image​.

Neglecting employee support – Your existing employees are your best brand ambassadors. Encouraging them to share their positive experiences and perspectives can boost your employer brand’s credibility and reach. Real employee stories oftentimes resonate more with candidates than corporate statements​. Employee recognition can really help promote this.

Ignoring negative feedback – Failing to address negative reviews or feedback can harm your company’s reputation, in fact 7 out of 10 people surveyed indicated they had changed their opinion about a brand after seeing the company reply to a review (Glassdoor). You need to engage with, and respond to, feedback on recruitment and social platforms. Constructively addressing criticisms shows that you value employee input and are committed to continuous improvement.

We love helping companies define and bring their Employer Brand to life. If you’re interested, we’d be excited to hear from you!