“…Favourable employer branding can reduce recruitment costs by improving recruitment performance (Barrow & Mosley, 2005;Berthon, Ewing, & Hah, 2005 (Davies, 2008). Thus, the value of a brand is associated with its degree of awareness/ recognition and the image it conveys to people, new potential candidates (Reis & Braga, 2016). Preferences and motivation concerning work (also concerning the employer brand) may be different for each generation, and would require attention in human resources management practices in the recruitment process (Eger, Egerová, & Mičík, 2015;Fernandez-Lores, Gavilan, Avello, & Blasco, 2015).…”