Employer branding involves developing an image of an organization as a great place to work in order to engage employees and attract talent. It captures the essence of a company's culture, systems, attitudes and employee relationships. Developing an effective employer brand requires insight into employee perceptions, a clear focus on the organization's purpose, differentiation from competitors, communicating benefits to employees, continuity over time, and consistency between words and actions. Research, internal communication, recruitment, leadership and workplace environment all contribute to building and maintaining a strong employer brand. The process typically involves discovery, analysis, implementation, communication and ongoing measurement and optimization. Benefits of employer branding include increased productivity, retention, engagement and attractiveness as an employer.