What makes your company an incredible place to work? How do you showcase your special essence to candidates and employees? Who do you want to attract, what is your story that you are putting at the market place? How do you differentiate from other companies and attract the right talent? Every employer has an employer brand but not every employer is intentionally managing it. Creating differentiation and preference in the minds of future and current employees at each stage of the consideration loop, across a variety of platforms including; iCAN job portal, social media, events and many more will brand as a preferred employer to work for or an employer of choice for candidates.