One of the biggest employer brand challenges is in getting recruiting teams to help carry the brand message out to candidates. They might complain about it being "idea of the month" or not understand how building a strong brand makes their lives easier. All they see is change. Firefish has a nice intro on how to work with getting recruiters on your side. Aside from flattery and giving them a strong sales pitch, I suggest the biggest impact comes from giving them something for free. Find one pain point they have that you can "own" under the banner of employer branding (job postings, social content, videos, a library of outreach InMails, etc). Pick your favorite recruiters and give your gift away for free. Then let those recruiters tell the other recruiters how effective the new thing was. Those recruiters will ask for your help, and once you've given them a few gifts, they will be willing to play your game with a far more open mind.