Employer branding: replace career-page slogans with useful evidence

"We have a great culture" asks candidates to accept the company's conclusion. A short explanation of how a team shares decisions, handles customer problems, or supports learning gives them something to assess for themselves.

Write employer-brand content from work your company actually does. Keep the examples specific enough to be useful without exposing confidential information.

Ask employees about ordinary work

Talk to people in the teams that are hiring. Ask what surprised them when they joined, how they get help, and what a difficult week looks like. These questions often produce more useful material than asking why the company is a great place to work.

Use approved accounts and let employees review quotations attributed to them. Do not combine several people's comments into a quotation presented as one person's words.

If you use a hypothetical example to explain a process, label it as an example rather than implying it happened to an employee.

Replace broad claims with details

Broad claim	Information candidates can evaluate
Flexible workplace	Actual scheduling and location arrangements for the role
Growth opportunities	How learning or internal movement works in practice
Collaborative team	How colleagues share work and review decisions
Meaningful work	What the team produces and who uses it

Only include details that are accurate and approved. If arrangements differ across countries or roles, make the scope visible.

Be honest about the demands of the role

A useful career page helps unsuitable matches identify themselves too. Explain relevant constraints such as on-call work, travel, or a fixed coverage schedule in the vacancy where they apply.

Avoid presenting every challenge as a perk. Candidates need enough information to decide whether the working arrangement suits them.

Choose images that accurately represent the company or label illustrative imagery appropriately. A stock photograph should not imply that the pictured people are your team.

Keep content current

Assign someone to review employee stories, benefits, and work arrangements after changes. A statement that was true during an early startup phase may no longer describe the organization.

Ask candidates what information they could not find and use those questions to improve the page. Employer branding becomes more useful when it helps people understand the employer, rather than making every company sound interchangeable.

Further reading

• Editing pages | Tellent Recruitee | Help Center
• From new careers site to 140% more applicants: how Incentro boosted visibility and applications with Tellent Recruitee

Related guides

• Build a useful career page
• Decide what information to include