Research question What kind of evaluative language is used in an organization’s recruitment communication in its attempt to generate emotional responses in relation to its employer brand characteristics?

Purpose The purpose of this study is to explore how the Appraisal approach can be used in an organization’s recruitment communication to express its employer brand.

Method Case study design, qualitative content analysis drawing from the Appraisal approach

Conclusion The use of the Appraisal framework indicates that employer brand characteristics can be expressed attitudinally. This study suggests that with the aid of the Appraisal approach a skillful management of evaluative language in employer brand descriptions could lead to the generation of an engaging communication.