Employer Brand represents an organization's reputation as an employer. Employer Brand is sometimes described as whether a company is a "great place to work" or "an employer of choice". The purpose of an Employer Brand is to attract, engage, and retain high quality employees whose values align with the company's. Employer Branding is defined as the sum of activities performed to communicate why the organization is a desirable place to work. Today, a company's employer brand reputation is influenced by word-of-mouth by what employees and former employees say to friends, family members and colleagues. Increasingly, brand reputation is influenced by what current and former employees post in social media forums and blogs.

Social Recruiting is commonly defined as the process of sourcing or recruiting job candidates through the use of social platforms and online communities. Social Recruiting takes place in online communities where meaningful conversations about career opportunities are occurring. The people involved in these conversation may include job seekers, employees, former employees, as well as representatives from employers like recruiters and talent acquisition teams. HR personnel with responsibilities for employee engagement and satisfaction may also be engaging in these conversations to listen to what is being said and make improvements to employee programs. Companies with strong employer brands are now empowering their employees to be "brand advocates" and their employees' socially shared content becomes effective at recruiting like-minded people in their networks. The effect is similar to employee referral programs, but magnified by their social graph.