Competition for talent in the Canadian labour market has resulted in companies adopting employer branding as a vital human resource management strategy for recruitment and retention. Studies have found that job applicants are attracted to a company with the most attributes of employer branding such as corporate reputation, remuneration, and work/life balance. This article examines the concept of employer branding and employee value proposition and why the concept is important in recruitment and retention. It also examines the attributes of employer branding and identifies one company that is associated with most of the attributes. In conclusion, this article proffers some useful recommendations on how a most attractive employer can improve its employer brand in the perception of applicants.