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Employer branding represents the sum of company’s effort to communicate to existing and prospective staff the advantages to work for it and the message that it is a high quality employer. The article presents a qualitative study of 11 employer brand managers. The results help to explain the objectives and consequences of the employer brand for organizations of different sizes and sectors. The article also clarifies the content of the employer brand as well as the tools and practices used to create and develop it for different targets.