Employer brand is becoming a huge part of successful organizational business strategy. Well known brands including Sodexo, Google, Lululemon, Westjet Airlines, Starbucks, Adidas, Coca Cola and many more are building employer brand strategies that align with their corporate and service brand strategies to drive business value. The only difference between employer brand and service or product brands is the product itself. Employer branding is about people -- current employees and employee prospects and how they perceive an organization as a great place to work. The good news in all of this is the exact same branding principles that are used in corporate brands apply to employer brand, and it's all about emotions. The complex nature of human emotion is that "thing" that impacts how strong, or weak an employer brand is. Social media is that key communications and engagement channel that the great employer brands of the world are leveraging in their employer brand strategies. Social media enables any brand to more quickly engage with global audiences, and build brand equity. At the end of the day, "perception is reality, but the trick is to match perception with an accurate reality of what it's like to work at an organization". Sought after employer brands understand this, and understand that walking the talk is how an employer brand strategy will work, proliferate and realize long-term success.