“Great people, great culture, growth, innovation, flexible work” with no specifics, no proof, and no tradeoffs.

Generic employer brands sound like everyone because they use the same empty language and the same stock content: vague values, perks lists, staged photos, and broad statements about culture. They avoid specificity (who the job is for, what the work demands, how the company actually operates), so candidates can’t tell if they’ll thrive. They also lack evidence—no real examples of impact, learning, decision-making, or leadership behaviors. The result is predictable: lots of impressions, weak conversion, and candidates who drop once they learn the reality. A generic employer brand doesn’t offend, but it doesn’t persuade—so you end up competing on pay, speed, or luck.