Recruiters are specialists in recruitment who is responsible for finding and attracting qualified applicants to the job position. Recruiters are important in helping the company achieve its objectives as competition for employees that are needed for strategy implementation increases due to the growing increase in demand and a fixed amount of a small labor source. The purpose of employer branding is to attract people to apply to work at the organization and to earn the loyalty of its current employees. Employer branding is the image or impression of an organization as an employer based on the perceived benefits of being employed by the organization. Employer branding is important in the recruitment process as those who were not hired share their experience with others and depending on their experience, it may attract or drive away people from the company. List of experiences a job applicant goes through pg 144.