Catherwood LibraryILR School

An economic slowdown doesn’t mean that companies aren’t hiring—they’re still looking for the best employees in the job market. To attract the best workers, employers are engaging in a practice that emerged a few years ago known as “employer branding,” a technique aimed at employee recruitment and retention. “Employer branding” involves identifying and marketing a company’s corporate culture and subsequently weaving the themes throughout help-wanted advertising, print ads, in-house communications, benefit packages, broadcast ads and transit advertising.