The purpose of the article is to study the employer’s brand. The article reveals the concept of the employer’s brand and the main approaches to its definition. Based on the methods of scientific analysis and synthesis, the main scientific schools in the understanding of brand and branding are analyzed. The features of various approaches to the study of this phenomenon are investigated. Particular attention is paid to the analysis of internal and external branding. The features of corporate branding are given. The work reveals the specifics of the employer’s brand as a process of recruiting and selecting personnel for a company. The practical significance of the article lies in the analysis of various definitions of the employer brand as a tool for attracting personnel.