Common Employer Branding Mistakes

Whether you’ve defined it or not, you already have an employer brand. The only question is: does it actually reflect your workplace? If your employer branding feels off—or worse, inauthentic—you risk losing trust with future talent, current employees and anyone doing their homework. 



Potential candidates aren’t so different from consumers. They’re quietly sizing you up long before they hit “Apply.” And an employer brand that starts to crack under a little scrutiny is not doing its job. Most employer brand mistakes aren’t massive misfires. They’re subtle, likely unintentional. The kind of things that seem fine on the surface... until they start quietly repelling the very people you’re trying to attract. 

So, let’s talk about the most common employer branding mistakes and how to make sure your brand leaves a great first impression every time. 

Employer branding red flags and how to fix them 

1. Marketing a culture you don’t actually have 

You can’t fake culture. And a workplace built on buzzwords alone just won’t cut it. You might impress candidates with fancy words on your careers page—“collaborative,” “inclusive,” “empowering”—but if your team’s day-to-day looks more like micromanagement and burnout, the disconnect will show. Fast. 

Candidates aren’t easily fooled; they ask around, read reviews and inevitably piece together the truth. So instead of selling a fantasy, focus on making your culture something worth selling. Invest in the employee experience just as much as your employer brand messaging. Listen (really listen) to your team and then let those genuine stories shape your brand. At the end of the day, authenticity always beats empty talk. 

2. Treating employer branding like a one-time project 

Time and time again, businesses roll out a flashy EVP (employee value proposition), pat themselves on the back and move on. But this is a huge missed opportunity. Your company and the people who power it aren’t frozen in time. Cultures shift, leadership changes, priorities evolve and so should your employer branding.
 


If your brand messaging stays stuck in the past, it won’t resonate with today’s candidates. What once sounded fresh and exciting can quickly start to feel out of touch or irrelevant. Your employer brand should grow with your team and culture. Set up feedback loops, schedule updates and keep your employer messaging aligned with who you really are. 

3. Letting your social presence collect dust 

Social media silence speaks volumes. Candidates are lurking—scrolling through your LinkedIn, stalking your Instagram and forming an idea of what it’s like to work for your brand. If your LinkedIn feed is all press releases and your Instagram hasn’t seen a new post since 2019, they notice... and then start making assumptions. When candidates can’t see your team, your culture or any signs of life, they might come to the conclusion that there’s actually not much to see. 

Make it easy for candidates to picture themselves on your team by using social media to make your culture more tangible. Share employee stories, office moments, day-in-the-life content, WFH wins and values in action. Think less polished perfection, more real people doing real work. 



And if you need a little inspiration, take a look at the work we’ve done with Palmer Holland’s Instagram. They showcase their culture in a way that feels fun and human, with employee spotlights, interactive challenges and real-life snapshots that make you want to join the team. 

4. Underestimating the power of visuals 

It takes less than a second for someone to decide how trustworthy they think your brand is, and visuals are the first thing they process. Outdated headshots, tired stock photos or the absence of pictures altogether send the wrong signal before a candidate has even read a single word. If your imagery looks stale or generic, they might question whether your culture is as fresh as you claim. 

The visuals you chose to use on your career page and in your recruiting materials should give candidates a glimpse into what it’s like to work for you. Show real people, your actual workspace and moments that reflect your culture as it is today. Consistent, authentic imagery helps candidates trust your message and feel more excited about applying. 

5. Overlooking the hiring journey 

Your employer brand lives in every candidate touchpoint, from application to offer and beyond. Complicated applications, hearing crickets after an interview or getting ghosted at the finish line can undo all the good work your branding has done. These slip-ups create friction and frustration, leaving candidates with a sour taste—regardless of how great your culture actually is. 



Keep candidates in the loop, be transparent about next steps and make sure your hiring managers know they’re representing your brand and not just filling seats. Clear, timely communication shows respect and professionalism. When candidates feel valued, they’re more likely to speak highly of your company, even if it’s not the right fit this time. 

Sneaky mistakes that still count 

Little details might seem harmless, but they can chip away at your employer brand over time without you even realizing it. Here are a few extra blunders that might be holding you back: 

• Pretending Glassdoor doesn’t exist: Candidates check reviews first, and ignoring this channel means missing critical feedback and losing control of your narrative. 

• Flaunting “fun” perks but skipping DEI info: Perks are nice, but if your diversity, equity and inclusion efforts aren’t visible, you’re missing a huge piece of what many of today’s candidates really care about. 

• Burying your career page five clicks deep: If candidates can’t find you easily, they’ll move on—simple as that. 

• Hanging on to outdated job descriptions: Refresh your roles regularly to reflect what you truly need today in order to attract the right talent. 

Brand from the inside out 

Your employer brand is your culture’s voice—louder and more telling than any job post or career page. When it’s genuine and reflects your team’s real day-to-day, it draws in the right people and inspires them to stick around. The strongest employer brands grow from the inside out, built on authentic experiences and values that show up in every interaction. 

We’re proud to say we know a thing or two about employer branding here at thunder::tech, both from shaping our own and helping clients bring theirs to life. And if you’re ready to create an employer brand people can trust (and want to be part of), we’re just a message away.