Employer branding is a company’s targeted effort to shape how current and prospective employees perceive it as a place to work. The concept was formalised by Backhaus and Tikoo (2004, Career Development International), who defined it as a firm’s efforts to promote, inside and outside the organisation, a clear view of what makes it distinctive and desirable as an employer. Their framework shows employer branding generating brand associations that form an employer image, which in turn drives employer attractiveness. The underlying idea goes back to Ambler and Barrow (1996), who described the employer brand as the package of functional, economic and psychological benefits of employment — what is today called the Employee Value Proposition (EVP).