The accelerated development of technology and the globalization of economy force employers to value more skilled employees whose tacit knowledge is difficult to imitate by competitors. Scholars from different fields agree on the importance of attracting and retaining talented employees to gain competitive advantage. Thus, in today’s economy, organizations are trying to build a strong employer brand to attract as many applicants as possible trough recruitment campaigns. However, it seems that employee branding does not have the same attention from researchers like employer branding, focusing more on the influence that employees can have on the corporate brand than on the reputation of the company as an employer. The purpose of this paper is to identify, based on literature analysis, the ways in which employees can be persuaded to become brand ambassadors in order to attract candidates with rare skills and knowledge that can make the difference in the era of knowledge economy. We have developed a `recipe` for success that contains six practices that can be used by employers in order to turn simple employees into employer brand ambassadors. The paper discusses about how these practices can be applied and how current employees can help transform a company into an 'employer of choice'.