When I think of HR branding, one organization comes to mind, Starbucks. Maybe because I worked there for a couple years but more likely, because of the reason I chose to work there. When I was young, I sought out Starbucks as an employer because of the reputation the organization had. I needed flexibility, decent pay, part-time flexible hours, and benefits. These were all things that Starbucks had a reputation for delivering. Employer branding refers to an organization's perceived reputation and value as an employer (Fernandes et al., 2023). HR branding is important for recruitment and retention