If you’re serious about building a strong employer brand reputation, knowing what NOT to do is just as important as knowing what to do. Employer branding has evolved fast in the past few years. Candidates are smarter, social media is ruthless, and competition for top talent is fiercer than ever. So, how do you make sure you’re not accidentally hurting your brand? Let’s walk through five common employer branding mistakes you’ll want to steer clear of and what to do instead.
1. Ignoring Employee Voices
Your employees are your true brand ambassadors. If you sideline their experiences and stories, candidates will notice. People trust what employees say about you way more than what you post on your career site.
Here’s why it’s a trap: Job seekers today head straight for places like Glassdoor, LinkedIn, and Indeed. They want real, unfiltered stories. If they find silence or negativity, your employer brand reputation could take a serious hit.
What to do instead:
- Encourage team members to share authentic stories.
- Create spaces where employees feel comfortable giving feedback.
- Feature real employee experiences in your employer branding content, videos, blogs, testimonials, you name it.
2. Making Your EVP All About Perks
Ping pong tables, unlimited snacks, bottomless coffee… those used to be selling points. Now? Not so much. In 2025, talented candidates expect something deeper – meaningful work, growth opportunities, flexible environments, and real belonging.
The mistake: Building your Employer Value Proposition (EVP) around perks instead of purpose.
Instead, focus on:
- Career development paths and learning opportunities.
- Inclusive workplace culture.
- The real impact employees can make through their work.
If your EVP sounds like everyone else’s, it’s time for a refresh. People aren’t just job hunting; they’re life designing.
3. Ignoring Negative Reviews
Let’s be honest: a bad review stings. But pretending it doesn’t exist won’t make it disappear. In fact, candidates are savvy enough to notice when a company only highlights the good and sweeps the bad under the rug.
Why it matters: Ignoring bad feedback damages your credibility. And worse? It gives your competitors an open lane to scoop up skeptical candidates.
What you should do:
- Respond politely and thoughtfully to reviews, both good and bad.
- Address systemic issues instead of just patching the surface.
- Use feedback as a roadmap to improve your culture.
4. Sending Mixed Messages
You can have the flashiest careers page and slickest recruitment ads in the world, but if the real experience inside your company doesn’t match up, you’re asking for trouble.
The common mistake: Overpromising and underdelivering on your employer brand promise.
To fix it:
- Make sure your external messaging matches internal reality.
- Involve real employees in shaping your brand messages.
- Audit your communication channels regularly for consistency.
Disappointment leads not only to lost customers, but in this case, lost candidates too.
5. Treating Employer Branding as a One-and-Done Project
Think of employer branding like personal fitness. You don’t hit the gym once, declare victory, and coast forever. The same goes for building your employer brand reputation.
Big mistake: Launching a one-off campaign, checking the box, and assuming the job’s done.
What you should be doing:
- Continually evolving your strategy based on feedback and trends.
- Measuring results and adjusting your approach.
- Staying connected to the real-time experiences of your employees and candidates.
In a fast-changing talent market, standing still is the same as falling behind.
Final Thoughts: Build It, Live It, Stick to It
Employer branding isn’t just a marketing campaign. It’s the living, breathing story of who your company is, told through every interaction, policy, opportunity, and hello.
And remember this: your employer brand reputation isn’t what you say it is. It’s what employees and candidates experience and share with the world.
Avoid these five costly mistakes, and you’ll be well on your way to attracting the right people and standing strong in a competitive talent landscape.
For more information and insights on employer branding, visit the Employer Branding category page.
Need help for your Employer Branding? Let’s talk.
