Most of us aspire to social acceptance – so much so that we tailor our personalities in order to be seen as ‘likeable’ by select audiences. We wear certain styles of clothing, speak a particular vernacular, and act in specific ways to fit in where we’d like to fit.

Job seekers take similar approaches to their job opportunities: they want to be employed by companies where they fit, companies that have strong, attractive employer brands that appeal to their senses of themselves. This is why 83 percent of job seekers use company sites to evaluate employers before they apply. If the company site is poorly branded, a candidate will likely move on quickly. After all, it only takes one-tenth of a second to form an opinion about a person, according to research conducted by Princeton psychologists. It’s probable that job seekers would give employers a similar amount of time to either impress them or be cast aside.

https://www.recruiter.com/i/how-your-employer-brand-speaks-to-candidates/