As mentioned several times in this blog (for example here https://hrbreak.com/2015/08/30/are-you-a-brand-ambassador-and-recruiters/), presenting the “informal” image of a company is fundamental to having a good positioning into the job market.
The company revenues, the job offer with its career’s plan, the compensation and benefits package are not enough to being perceived as an employer of choice. One of the corporate goal is therefore presenting the working reality; in other words, it is needed a sort of storytelling process with the aim of reducing the distance between “public” and the company.
If your company’s Employer Value Proposition (EVP) is supported by the PR or marketing departments, this effort clearly allows you to work on the emotional side of the EVP; the risk is to exaggerate with an “honeymoon” presentation. In other words, your company should not confuse the employer branding with marketing driven initiatives; in fact, this kind of exaggeration with the aim of increasing the audience will play against the reality’s presentation. Another threatening mistake is related to the personal employer branding (https://hrbreak.com/2015/07/21/personal-and-employer-branding-on-social-media-how/). For the fact that organizations are social environments, creating too strict guidelines for the usage of social media will limit the potential of your EVP.
I’m not saying that companies do not need to keep an eye on confidential information ; but the social side must remain social, so shared… and then, here we are with the most basic rule for a correct employer branding: do not lie!