Employer branding is building a company's reputation as a place to work. It determines how many people apply at all and how many of them accept an offer, because a candidate will check the company out – looking at reviews, people's profiles, social networks, and asking acquaintances. The basis is a statement of why someone should work for you, and it must be truthful and specific; fruit in the kitchen and a friendly team are not an argument, because everyone claims that. What is strong is specifics: what an ordinary day looks like, what projects people work on, how promotion decisions are made, how much flexibility there really is. An employer brand is most reliably destroyed by a gap between what the company communicates and what people actually experience after joining.
See also: Careers page, Job advertisement, Exit interview.
