Employer branding is about building your company’s reputation as a great place to work. It is probably the most under-developed area in the branding world. The term employer branding covers activities that touch on many aspects of the company ranging from internal culture to talent recruitment practices. Simply put, there are two key audiences: existing employees and potential employees, with the overarching goals of retaining talent and recruiting talent as focal points for employer branding efforts. Often, employer branding is a distributed activity variously involving the marketing, communication and HR departments. Resources tend to be limited, so finding ways to build a powerful brand without equally powerful expenditure is a key consideration.