To steal a line from David C. Baker, you can't read your label if you're inside the jar. If you are trying to see and distill your own employer brand, your biggest obstacle is you (and your biases you can't see). By way of example, my colleague Dennis Billgren reminds us that you might "know" that what US tech workers want is more work-life balance and autonomy. So why does Tesla and SpaceX (notorious for NOT having those things) consistently rank at the top of most desired employers? What you think you know isn't the same as objective knowledge, especially in employer branding.