Employer brand refers to the ability of an organisation to attract and retain potential and existing employees. It demonstrates their employee value propositions and reputation as an employer of choice. Companies usually demonstrate their appeal to their target group through a variety of means, from advertising on their website and using external channels, to employee advocacy via social media. These measures can be tracked to determine their effectiveness with employer branding strategies and modified depending on their effectiveness in attracting the right type of job candidate. In a candidate poor market, it becomes imperative for companies to stand out amongst the competition. Website such as Glassdoor can now show the popularity of an organisation with employees able to provide a rating and commentary on what it’s like to work there. Potential candidates are now able to get direct evidence on what it’s like to work at a company without needing to rely solely on what is conveyed at interviews.