Analysis of the interviews reveals that potential employees associate clear brand signals with having to invest less effort into gaining information about a prospective employer (support of P1a). Respondents mentioned that in most cases with bigger firms the brand values and propositions of the overall company are rather clear but the job descriptions and the specific employer brand values are rather ambiguous and unclear. This led one recruit to attend a job interview without knowing the specifics of the actual job and the HR staff from that company did not help much to reduce that ambiguity. Consequently the potential recruit had to search for further information to reduce this uncertainty; as a result higher search costs occurred,mainly in the form of psychological stress and additional time invested.