10 Mistakes in Employer branding

Here are 10 common mistakes I see most often - and that are worth avoiding if you want to build a strong and consistent employer brand

I’ve been working in employer branding for over 10 years — both on the corporate side and, for the most part, as a consultant for major companies. In my opinion, one of the most important parts of this work is the ability to systematize experience and extract “lessons learned.” I want to share mine — and I’d be glad to hear yours.

Even today, I frequently see the same common mistakes — even in large and mature organizations. Mistakes that slow down progress, erode trust, and turn a brand into beautiful packaging with no substance.

Here are 10 common mistakes I see most often — and that are worth avoiding if you want to build a strong and consistent employer brand:

Mistake 1. No employer brand strategy or alignment with business strategy

One of the most frequent mistakes is reducing the employer brand to communications and ad hoc activities that, at best, help with short-term hiring needs. A company may have lots of events, projects, and social media content — but no clear goals, no central narrative, no structure. There’s also no alignment or synergy between what different departments are doing. And there’s a lack of connection between the business strategy, HR strategy, and employer brand — as if they exist in different worlds (which often means they belong to different stakeholders). The result? A flurry of activity that doesn’t support long-term goals — and in some cases, can even damage the company’s image and erode trust among candidates and employees.

Mistake 2. One-size-fits-all approach

A common mistake is trying to create one value proposition for everyone, all audiences, all regions. When communication and messaging aren’t adapted to the local culture or context, they fall flat. In one global pharmaceutical company, I noticed a large poster with a beautiful image and text in English. When I asked what it meant, the local HR manager admitted she wasn’t sure. The visual was deeply meaningful in the company’s headquarters country, but meaningless elsewhere. A unified EVP is important — it creates a cohesive global image. But delivering that EVP requires adapting the message to each audience’s cultural context and perception. Otherwise, communication becomes ineffective — or worse, alienating.

Mistake 3. Lack of audience understanding

Beyond treating everyone the same, some companies don’t truly understand their audiences. They rely on stereotypes or their assumptions. In one project, we found that younger employees in a certain profession resembled older colleagues in values and preferences, not their young peers. A typical “youth-focused” message wouldn’t have resonated at all with them. Great employer branding starts with empathy and insight. That’s why tools like empathy maps, in-depth interviews, and qualitative research are so valuable. It’s also why a global EVP should be complemented by targeted EVPs for different groups — not just felt, but expressed in ways that shape tailored actions and communications.

Mistake 4. Lack of alignment across the company

A very common issue is fragmentation. In one location, the EVP highlights career growth; in another, employee care. Sometimes, even conflicting messages are communicated. Or the internal narrative doesn’t match the external one. This lack of consistency undermines recognition and trust. Often, the absence of a unified framework, process, and training means that the employer brand is left solely to HR. Others — like hiring managers — don’t see their role in shaping candidate perception. But employer brand is influenced by every touchpoint, not just by what HR says.

5. No measurement or analytics

Many companies run employer brand campaigns, events, and content, and even participate in rankings, but don’t measure effectiveness. They don’t track reach, engagement, or shifts in brand perception. Often, projects are launched without clear goals or baseline data. What metrics should improve? What are the challenges in working with each audience segment? Without measuring the brand’s impact or channel performance, it’s hard to justify investment. Business stakeholders lose interest if results aren’t clear. Vague goals are just as dangerous. One company wanted to “become the most attractive employer in their region.” But it turned out there were no local tools to measure this. Instead, we shifted focus to industry-specific rankings and real-time recruitment metrics — and later helped them build a local research system to track progress.

Mistake 6. Ignoring internal branding — focusing only on the external

Many companies focus solely on the external side of branding, especially during periods of rapid growth. But if your current employees don’t believe in your employer brand, no one else will. That’s why internal communications and processes matter just as much. One company told me internal communications were “owned by another department” — but eventually we were able to negotiate and build a unified strategy that combined internal and external actions.

Mistake 7. Disconnect Between Promise and Experience

Employer brand is not just what you say — it’s what you do. If your recruitment and HR processes don’t deliver on the promise of your EVP, you’ll lose trust and damage your reputation, both externally and internally. You don’t need a “perfect image.” It’s better to show reality, respond to feedback, and share your improvement journey. It’s okay not to be perfect, but you have to be real and responsive. That’s why, when implementing an EVP, it’s critical to audit all your HR processes to ensure they align with your brand promise. Five years ago, only 50% of our clients did this. Today, around 90% do. The importance of employee and candidate experience is finally being recognized.

Mistake 8. Inflexibility — a brand that doesn’t evolve gets outdated fast

Some companies create an EVP and then stick to it for years without change , even as the world around them evolves. One client had been the top employer in their region for years — until suddenly, they weren’t. The reason? Their EVP hadn’t changed in over 5 years. Meanwhile, competitors caught up, audiences evolved, and their messaging lost relevance. Only after a rebranding project were they able to regain momentum and reestablish leadership. EVPs need regular audits to stay current and competitive.

Mistake 9. Not engaging employees as brand advocates

Five years ago, we could run employer branding without employee voices. Not anymore. Trust in corporate messaging is declining, while trust in real people is growing. Today’s strongest employer brands are powered by employees through authentic stories, experiences, and motivation to share. If you don’t involve employees (through advocacy programs or informal engagement), you miss out on a powerful resource. If your people won’t speak up for you, why would candidates trust you? Employer brands need a human face. Storytelling, authenticity, and real employee engagement are no longer optional — they’re essential.

Mistake 10. No Competitive Analysis of the market

Your employer brand doesn’t exist in a vacuum. Candidates and employees constantly compare you to others. You’re competing for attention, talent, and loyalty. Developing your EVP and messaging without understanding the market often results in something generic — “just like everyone else.” This is especially dangerous for market leaders, who risk blending in and losing their edge.

The good news: these mistakes are fixable. The first step is honest recognition. The next is building your employer brand not as a checkbox , but as a strategic asset, built with audience insight, leadership buy-in, measurable impact, and, most importantly, respect for the people it serves.