To ensure that these brand signals convey the desired message to the employee market,
companies must dedicate effort to their employer branding strategies. Employer branding
affects the company profile by sending employer brand signals to recruitment markets. These employer brand signals reduce potential employee's information costs, and influence their perceptions of job quality, and the risk associated with joining the company. These signals create expected utility for potential employees, which can also be defined as employer attractiveness, an important element of employee-based brand equity. Employer attractiveness is the set of "envisioned benefits that a potential employee sees in working for a specific organisation"(Berthon, Ewing & Hah 2005).