You can have a brilliant careers site, the flashiest LinkedIn content, and the most polished “We’re a great place to work!” messaging, but if your internal culture doesn’t live up to the hype, your employer brand will crumble. And the fallout won’t stay contained within the organisation; it’ll spill out into the world through conversations, online reviews, and social media.

Read on to explore why your employer brand is defined by what colleagues say when they think no one is listening, and how aligning internal communications with reality is the key to creating an authentic, resilient brand.

Employer branding isn’t what you say, it’s what they say

A few years ago, I met a friend for lunch. They were having a really bad time at work and spent most of the time venting their frustration to me.

As we were getting up to leave, the barman stopped us and said, “That’s the second time this week I’ve heard someone talking badly about that place!”

My friend was mortified that they’d been overheard. But it’s a powerful reminder that employer branding isn’t built on marketing campaigns, it’s built on people’s lived experiences. And whether those experiences are good or bad, they’ll talk about them.

Platforms like Glassdoor and Reddit have made it easier than ever for colleagues to share their uncensored opinions. If what they say contradicts your external messaging, it damages trust. So, before you aim for accolades or splash out on a new branding campaign, it’s essential to get the internal culture right.

The disconnect between messaging and reality

If your internal communications aren’t reflective of reality, colleagues won’t buy into your brand. And that misalignment is glaringly obvious when:

• Executives preach transparency, but decisions happen behind closed doors.
• You post about mental wellbeing, but burnout runs rampant with no support.
• You shout about inclusivity, but people feel unheard or marginalised.

Employees are savvy; they know when words are just words. The strongest employer brands come from organisations that don’t just talk the talk but walk the walk.

Practical steps to strengthen your employer brand

So, how do you bridge the gap between perception and reality? These are my five practical tips.

1. Align internal comms with reality
   If your internal communications paint an unrealistic picture, colleagues won’t become brand ambassadors. The goal should be to align what’s said externally with what people actually experience day-to-day. Be honest about the challenges and show genuine progress, authenticity goes a long way.
2. Create space for two-way communication
   If the only time colleagues hear from leadership is when there’s an announcement, that’s a problem. Real engagement happens when people feel their voices shape decisions. Use pulse surveys, town halls, and open Q&A sessions to encourage feedback – and act on it.
3. Empower managers to communicate well
   Most colleagues trust their direct manager more than the CEO, yet many managers lack communication training. Equip managers with the skills to share messages clearly, empathetically, and consistently. When managers communicate well, messages resonate more deeply across teams.
4. Listen to exit interviews and surveys
   Before launching your next employer branding campaign, ask people what it’s really like to work there. Exit interviews, anonymous surveys, and internal data points provide invaluable insights. Addressing recurring issues builds trust and helps shape a brand people believe in.
5. Build a culture people want to share
   The strongest employer brands grow organically through colleagues who genuinely love where they work. Create an environment where people feel valued, supported, and proud to share their experiences – without being prompted.
6. Your real employer brand lives in the details
   Want to know what your colleagues really think? Check Glassdoor, Reddit, and other anonymous forums — they’ll tell you. But don’t stop there. Dig into HR data, track engagement survey trends, and pay attention to informal feedback.

Your employer brand isn’t a polished LinkedIn post; it’s the collective voice of your workforce. And when that voice sings in harmony with your external messaging, you’ve got a brand that not only attracts top talent but retains it.

If you’d like to chat more about building an employee value proposition or refining your employer brand, drop me a message – I’d love to help!

CommsRebel positively disrupts workplace cultures through effective internal communication. If you would like to cultivate a thriving inclusive culture so colleagues unleash their full potential, we can help. Get in touch and let’s have a chat!

PS. If you enjoyed this post, check out 3 great ways to improve internal communication and culture. I also post daily on LinkedIn, follow me for workplace culture insights.