Careers pages, culture videos, stock imagery, EVP statements: employer branding has developed a familiar look and language that most organisations follow on autopilot. But when was the last time anyone asked candidates whether any of it cuts through?

New research from Indeed asks working Australians which employer brand content they trust, the signals they really look for, and the conventions they have stopped believing. The answers might change how you spend your employer brand budget – and what you stop investing in altogether.