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This research explores recruitment communication (RC) on professional social networks as an instrument of influence able to affect potential employees' attitudes and behaviors regarding employer brand (EB). Drawing on advertising effectiveness theories through an HR marketing approach, a four-step qualitative analysis was conducted with potential employees, leading us to recommend to marketing and HR managers a code of good practice for the conception of RC. More specifically, the results show that: 1) RC is considered as useful by potential employees; 2) binomial RC is more attractive and persuasive than partial RC; 3) binomial RC creating a) positive moods, b) a strong self-projection, and c) a perception of saved time and reduced risk of error, have a positive impact on EB perception and favor intention-for-interaction. This paper opens new directions of research in the field of HR marketing regarding EB digital communication.