Authentic = specific truths + proof + tradeoffs. Generic = vague claims any company could copy-paste.

“Authentic” doesn’t mean oversharing—it means accurate and evidenced. An authentic employer brand is built from real patterns in the employee experience, expressed in clear language, and supported with proof. It names what’s different about the work and how the company wins, not just what it values. Generic employer brands rely on universal statements (collaboration, innovation, integrity, growth) without context or distinction. If your message could be swapped with a competitor’s logo and still make sense, it’s generic. Authentic brands also stay consistent: what you promise shows up in the interview process, onboarding, and day-to-day work.