Just as consumers notice company behavior, job candidates also care about the values and actions of potential employers. With so many ways for workers to share their experiences with their employers through platforms such as LinkedIn, Glassdoor, and Twitter, employer branding is becoming more vital than ever for HR professionals.

What is employer branding? At its core, it is the image your organization presents to job seekers, and how potential employees think and feel about your organization. Brand is based on a company’s actions and is ultimately determined by others—especially employees. Employees can help amplify and highlight cultural characteristics that make your organization an attractive workplace—or not.