Trust in companies and their executives seems to have declined in recent years (Edelman Trust Barometer, 2018; Reputation Institute, 2018; Tonkiss, 2009), with consequences for the credibility of the entire economic system. At the same time, there is some evidence, that social responsibility is...

This paper analyses and lays the ground for the development of an employer brand that is designed to help a Berlin-based business incubator to attract and retain tech talent. The company case exemplifies which elements are necessary to develop an employer brand and how distinguishing...