["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nThe aim of this paper is to understand the mechanism behind potential employees' preferences towards specific employer brand attributes. Drawing on qualitative data and regulatory focus theory, the paper presents a framework which shows that the dominant regulatory orientation of potential employees determines their preference towards specific employer brand attributes and that such preferences might change due to shifts in their dominant regulatory orientation (i.e. level of education, career and life stage might determine such shifts). Potential candidates with a dominant job security orientation place particular emphasis on job security and therefore prefer stable employers with a working environment that is caring, friendly and collaborative, and where working relationships are characterized by fairness, honesty and transparency. Potential candidates with a dominant professional growth orientation place particular emphasis on professional achievement and, to achieve such a goal, they look for successful employers who aim to grow in the market, and which provide opportunities for promotion and professional growth in a results‐oriented working environment. Our findings contribute to the employer brand attractiveness literature and regulatory focus theory by showing how regulatory fit and goal congruence between potential employees and employers can be achieved at the recruitment stage.\n"]