One of the main driving forces for inexperienced respondents is to have a strong corporate brand on their CV; other important factors for this group are training and mentorship.Monetary benefits are important to both groups, but no interviewee counts salary as the single most important reason for prospective employer selection, though inexperienced employees lay more importance on this. This would suggest that increasing employee-based brand equity requires that companies should create an employer brand image that promotes a strong commitment towards learning and development rather than just stressing salary.