It doesn’t have to describe your culture.
It doesn’t have to establish your corporate values.
It doesn’t need an EVP.
It doesn’t need a six-figure price tag.
It just needs to answer the question well.
Bonus points if it makes it clear how working here is different than working there.
(Sorry, but I can’t award bonus points for being true, because if it isn’t true, it doesn’t actually answer the question.)
So look at what you refer to as your “employer brand.” Does it answer this simple question?
Or is it a bunch of bumper stickers glued into a branded deck that no one looks at because it doesn’t actually help a stranger understand what they can expect when they join?