Employer Brand is necessary, especially in 2019. That is why we have listed some things that you certainly should not do if you want your employer brand to remain credible.

# 1. You can not fake authenticity

When creating visuals for your employer brand, everyone is tempted: stock photos. They are so easy, look good and you hardly have any work on them. That's right. But forming an Employer Brand is a job, which is why you should not do it.

Do you want to be authentic with potential candidates? Be that too. You are looking for new colleagues for your current employees! So who are the most exquisite models for your photos? True, your current employees!

You should not go looking for a location in the middle of the desert or a perfect picture in the middle of a busy city. Your work environment, that is what people want to see! It is always nice to immediately have an idea what the workplace will look like!

Also remember that if you use stock photos of hypermodern workplaces and a potential candidate passes in your gray building this can be a big turnoff.

So be authentic, the message!

# 2. Do not try too hard to be something you're not

It is logical that you want to attract people, why else would you bring out an Employer Brand? But you should not exaggerate in your message to the people you want to attract.

The intention is that the people who come to work will actually start working. You will not achieve that by sharing messages about entertainment, company outings and dinners. That seems to be an attractive way to get people into you, but that will not make them stay that way.

Invest in sustainable projects and also bring them out. Are you going to eat with the whole company once a month? Super! Bring this out, but also that it is monthly and not daily.

Do not try to create an image that you can not meet!

# 3. It is better to fail in originality than to succeed in imitation

If the competition does it, we do better too. We were already clear above but here we repeat it again: Be authentic.

I challenge you to read the mission and vision of three different companies. I fear that you will feel that you have read the same thing three times. Be original, put your emphasis on where you want! Not like the competition does.

Then I challenge you to go to three working pages. Besides the fact that you will often find stock photos, you will notice something else. Diversity for which companies want to stand. For example, they choose to put 2 men and 2 women on the picture where someone is of Asian descent and someone with a different skin color. Diversity is to be welcomed, do not get me wrong. But it must also be right.

Are 90% of your employees men? Let this also turn out! There is nothing wrong with being a "men's company", there is something wrong with creating a wrong image about this. Of course you can put your 10% women in the spotlight, but make sure that people see a correct image of you.

# 4. Corporate Identity: Knowing yourself is the beginning of all wisdom ...

A house style and employer brand are two things that are unconditionally connected to your company. But, these two are not unconditionally connected.

For your messages about Employer Branding you may occasionally opt for other colors or for a different font! Your house style is your own brand so that people recognize your brand and there is uniformity. This is not necessary for your employer brand. Here is especially important that people are attracted!

So leave that house style guide on the left side when drawing up your messages about Employer Branding.

# 5. You can not build a long-term future on short term thinking

You've probably heard it so often, Employer Brand is a long-term work. Right. It is not possible to make efforts and hope that your work is done with this.

By this we do not mean that it is important to occasionally distribute new messages. More importantly, investing in improvement. Evaluate and use the data about your Employer Branding. You have to learn from the mistakes you make, here the feedback from applicants or (ex-) employees can be a very useful source of information.