1. Employer branding involves differentiating a firm's employment offerings from competitors to attract, motivate, and retain employees. It consists of functional, economic, and psychological benefits associated with a company. 2. The document defines employer branding and discusses its core principles such as insight focus, differentiation, benefits, continuity, and consistency. 3. Establishing employer branding involves defining an employer value proposition, external marketing to attract candidates, and internal branding to develop a committed workforce that lives the organization's values.