What are the most common employer brand mistakes?

The recurring ones are predictable. Leading only with strengths and hiding the challenges, so the wrong people apply. Copying competitors, which erases any distinctiveness. Over-promising, which fuels early attrition. Falling back on generic 'great place to work' claims that no one believes. Ignoring current employees, whose reality ultimately defines the brand. And treating it as a one-off campaign rather than an ongoing discipline. The thread running through all of them is a preference for looking good over being true. They persist because honesty and consistency feel riskier than polish. The deeper pitfall is measuring success by applicant volume and creative awards rather than by fit, retention and whether the promise actually matches the experience.