Brands built on "looking good" are fashion and need to be updated quarterly. Brands built on differentiated value are strategic and change very rarely, though creative on top can change at will).

Most employer brands are based on the idea of looking and sounding like every else, just... nicer. Or slicker. Or with more awards. They are rooted in advertising (spending drives outcomes) rather than a differentiated value of what they offer. That's why so many career sites and taglines and values feel so interchangeable: because they aren't saying anything unique, so they are. Building on what makes you unique is building on a foundation of rebar and cement: strong and allowing for lots of different ideas to be developed on top of it.