Wim J.L. Elving
Employer branding is about branding the organization as an attractive employer. That is not and cannot be a value free exercise. You cannot claim being an attractive employer, if you are not.
We have studied Employer branding for some time now, first results (see Elving et al., 2013) showed that it is hardly exercised in the Netherlands, but if applied can lead to an significant increase of attractiveness. In this experiment we created two identical jobs at a virtual organization, one vacancy was the standard, as we see on recruitment sites and in the newspapers, the other one was branded, included information on the uniqueness of the organization, the possibilities for development for the candidate etcetera.