Digital transformation has radically changed the recruitment market. Back in the industrial era, employees were expected to do all the chasing, while today the onus lies primarily with the employer. In this age of connectivity, employees can select a potential employer, examine their digital footprint, and pass judgement on them based on various sociocultural criteria. Great earnings and a good reputation in the industry no longer suffice to make employers attractive in the job market. For a long time now, employees have been much more concerned with work climate, work-life balance, career options, management styles and professional development opportunities. Added to this are the opinions gleaned from ratings portals that can sway a potential employee’s decision. It is therefore essential to position yourself well in the employer market, differentiate yourself from the competition, develop a sustainably positive image as an employer, appeal to the kind of employees you’re looking to recruit and retain your employees long term. All this makes up the core of employer branding.