The Modular Employer Brand
The mistake in employer branding is to treat the brand as monolithic, as a single tagline repeated until you are blue in the face.
In reality, a strong brand is modular, allowing you to pick and choose how to present it to various audiences while still maintaining a core (and very much aligned) sense of the company.
But you can't do that on the fly. You need to build your brand to be modular from the ground up.