Organizations are faced with changes and challenges including digitalisation and new tenets, which they need to adapt to compete with other companies in order to attract talents and employees with the right skillset.

Employer branding is a new strategy that organizations work to strategically find the right person for the right place. So how do they find right employers and how do the employe find the company whom they relate to the most.

Studies and scientific articles show that it is of big importance that employers like to work at companies that are located at correct forums where most people are attracted to find attractive jobs. These are the places employers should constantly be on their toes to reach out to stakeholders and future employees.

To lean more closely on these studies, we decided for this study to hear employees perspectives on how they look at employer branding. Have they chosen the organizations that are more visible and active due to external and internal branding? Is it something that attracts one as an employee to choose attractive employers who show what they stand for and how they choose to profile themselves?

The study results are obtained through a quantitative approach and show that employers are determined to choose companies that they can relate to in more ways than the actual duty. One thing that strikes as surprising in the study is the fact that even though the fast paced digitalisation employees attract employers through the way of personal recommendation and not as much through digital platforms.