Although differentiating which employers are the best to work for is not a new concept,
employer branding has been in greater focus since the term was first used in 1996.
More recently, increasingly sophisticated communication methods, technology and services
have all changed the environment in which the employer brand is devised, developed
and communicated. In this chapter, we first define employer branding and present its
theoretical framework. We then examine the key aspects of employer branding that have
been adapted or will adapt to the modern age.
