Most job candidates—particularly the intelligent, leading thinkers in high-demand fields—see through employer brands that feel too scripted and too perfect. They don't want to be told who you are; they want you to show them. This is culture branding.
Culture branding is about rubbing off all that formality and polish, and discovering what lies under the surface.
What unites your most dedicated employees? What makes working for your company different from others in your industry—not from the perspective of marketers and professional image-makers, but based on what your employees feel about their daily routines and each other?
Your culture brand should aim to capture an honest, ineffable idea about your organisation and your employees— one that both job-seekers and current employees believe in, respect and want to strive for. Of course, it should be true, but it must also be meaningful.