Antonia Hein is a senior lecturer and Ph.D. candidate at the Hanze University of Applied Sciences and University of Groningen. Her research focuses on employee communication strategies and the extent to which employer branding contributes to the attractiveness of regional companies. For the past 16 years she has been working as a senior lecturer and researcher at the HUAS, responsible for the curriculum design of the International Communication bachelor and master programs. Her specialties include employee communication, international branding, corporate branding, employer branding, intercultural communication, regional images.