
8 Common Employer Branding Mistakes and How to Fix Them
When companies think of their brand, they almost always focus on how they’re perceived by customers.
But there’s another important side to your brand that’s just as important: your employer brand. This is how your organization is viewed by current and potential employees.
A strong employer brand can help you attract top talent, while a weak one can send candidates running for the hills.
Here are the most common employer branding mistakes companies make and how to turn things around.
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Ignoring the Power of a Strong Employer Brand
Employer Branding One of the biggest mistakes companies make is underestimating how much their employer brand matters. Candidates are more informed than ever, and with a quick Google search or a visit to Glassdoor, they can get a pretty clear picture of what it’s like to work for you. If your employer brand strategy is outdated or weak, you risk losing top candidates before they even apply.
How to Fix It:
Invest in building and maintaining your employer brand just as you would your customer-facing brand. Be active on social platforms, especially those frequented by job seekers like LinkedIn. Showcase your company culture with behind-the-scenes content, employee testimonials, and success stories. Your social posts should show photos of your employees engaging with each other and in activities. The goal is to ensure that when people think of your company, they associate it with a great workplace that values its employees and offers a culture of camaraderie and inclusivity. -
Misaligned Values and Messaging
Your employer branding should reflect your company’s actual values and not just corporate buzzwords. When there’s a disconnect between what you’re promoting and the reality employees face, candidates will notice, and current employees might amplify the disconnect online. Candidates can tell when you’re putting on a show, and if your brand looks fake or overly polished, it can reduce candidate engagement.
How to Fix It:
Authenticity is key. Make sure your external messaging aligns with your internal company culture. Get feedback from current employees about what they value most about working for you and incorporate their voices into your employer brand strategy. Highlight how your company’s mission and values shape the employee experience and ensure the values you promote are lived out day-to-day. -
Not Addressing Negative Reviews
Negative reviews on platforms like Glassdoor or Indeed can hurt your employer brand if left unchecked. Companies that ignore or dismiss these reviews often come across as either disconnected or uncaring. Candidates read reviews, and even if there are only a few negative comments, they may start questioning if your company is the right fit for them.
How to Fix It:
Address negative feedback head-on. Respond professionally to reviews and thank employees for their honesty. If appropriate, acknowledge where things went wrong and explain how you’re working to improve. This not only improves candidate engagement but also shows potential hires that you’re committed to learning and growing as a company. -
Neglecting the Candidate Experience
The candidate experience can make or break your reputation. If the process is slow, disorganized, or leaves candidates feeling ignored, your employer brand takes a hit. Candidates who feel mistreated won’t hesitate to share their experience online, which can scare off future applicants.
How to Fix It:
Streamline your hiring process. Ensure candidates receive timely updates and clear communication. Even if someone isn’t the right fit, a positive experience can turn them into an advocate for your brand. Simplify your application process, use engaging technology for interviews, and be transparent about timelines. These small changes can significantly improve your overall candidate engagement.Mistakes that hurt your employer brand -
Overlooking Employee Advocacy
Your employees are your best brand ambassadors. If they’re disengaged, dissatisfied, or feel underappreciated, they won’t recommend your company to their network. Worse, they may openly criticize it, which is the quickest way to hurt your employer brand.
How to Fix It:
Create a culture that encourages employees to speak positively about their employee experience. Offer recognition programs, foster open communication, and involve employees in shaping your employer brand strategy. Consider launching an employee advocacy program where workers can share company updates and successes on their personal social media. -
Focusing Too Much on Perks
Ping-pong tables, free snacks, and game rooms are nice, but these aren’t the things that will drive long-term employee satisfaction or attract the best talent. Focusing too heavily on superficial perks can make your company seem more like a gimmick than a great place to work.
How to Fix It:
Instead of emphasizing quirky perks, focus on what really matters: growth opportunities, meaningful work, and work-life balance. Highlighting your commitment to professional development and employee well-being is a much more effective way to improve your employer brand and attract top talent. -
Inconsistent Branding Across Platforms
Your company might have a fantastic website and a killer social media presence, but if your messaging isn’t consistent across all platforms, you could be confusing potential candidates. Worse, if candidates see conflicting messages, they may question your company’s credibility.
How to Fix It:
Ensure that your employer branding is consistent across all touchpoints—your careers page, social media, job descriptions, and review platforms. Use the same tone of voice and messaging to create a cohesive employer brand strategy. Candidates should get a sense of your company culture no matter where they find you. -
Failing to Measure Employer Branding Efforts
Employer Branding Metrics Finally, not measuring the effectiveness of your employer branding is a major mistake. How can you know what’s working or where you need to improve if you don’t track your results? Without data, you’re just guessing, which isn’t an effective employer brand strategy.
How to Fix It:
Track metrics like application rates, candidate engagement, and employee retention to gauge the effectiveness of your efforts. Use surveys to gather feedback from both candidates and employees. This data will help you adjust your approach and continuously improve your employer brand
Wrapping Up
Building and maintaining a strong employer brand isn’t just about looking good; it’s about creating a genuine connection with current and future employees. By avoiding these common employer branding mistakes and implementing a solid employer brand strategy, you’ll be more likely to attract top talent and keep them engaged for the long term. A strong employer brand doesn’t just help you hire—it helps you build a loyal, motivated workforce.
NEED MORE INFO?
Read a previous Lloyd blog, Employer Branding and Why It Matters. Our professional recruiters are always happy to share their knowledge of your industry space and perceptions from the talent audience. Let us help you identify and hire talent that will contribute and impact your employer brand in a positive way. Let’s have a conversation at Request Talent.
Are you a job seeker wondering if a better opportunity awaits someplace else where the company has a stronger employer brand? Let Lloyd help you find a role and organization that will value your skills and talent. Visit Lloyd’s Job Board to apply for one of our current searches.
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Written by Nancy Schuman, CSP, the former Chief Commuications Officer for LLoyd Staffing.
A recruitment and career specialist, Nancy has more than 40 years in the staffing industry – 27 of them with LLoyd. Now semi-retired, she remains an advocate for career education; she has advised thousands of candidates on their resumes and job searches while also serving as the Careers columnist for a large weekly Long Island newspaper. Nancy has written 11 popular books for job seekers and business professionals. You can find her Author’s page and books on Amazon. She continues to blog for Lloyd and coach job seekers at all levels, offering advice for today’s competitive workplace.