Not when it’s done right. It’s decision-driving messaging rooted in the real work experience.

“Culture marketing” often becomes vague values, perks, and feel-good stories that sound like everyone else. Employer branding should be specific and useful: what work gets done, how it gets done, what excellence looks like, and what kind of person thrives here. It also includes tradeoffs—what you opt out of—so candidates can self-select. The goal isn’t to look fun; it’s to attract people who will perform and stay. When employer brand is grounded in reality and backed by proof, it becomes a strategic hiring advantage. When it’s fluffy, it becomes a trust liability.