The document discusses employer branding, which refers to a company's efforts to promote itself as an attractive employer. It involves managing perceptions among current and potential employees. The document notes that employer branding can help with recruitment and retention by appealing to job seekers' interest, social, economic, development, and application values. However, if a company's employer branding overpromises and fails to meet expectations, it risks violating the psychological contract and increasing employee turnover. The document recommends that companies focus on people development, be transparent during recruitment, and ensure leadership understands the importance of maintaining a strong employer brand.