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Employer branding aims to present a company as an attractive employer and to distinguish it positively from other competitors in the labour market. In this respect, employer branding differs from corporate image, which is more historical shaped and influenced by the media.
Employer branding has emerged as a reaction to the shortage of talented and qualified specialists and managers in many industries. It essentially consists of permanently increasing the efficiency of personnel recruitment as well as the quality of applicants. In addition, qualified and committed employees are to be bound to the company in the long term through a higher level of identification and the development of an emotional bond.