Business-to-employee (B2E) refers to strategies taken by a company that focus on employees, rather than on consumers. A B2E strategy as such could cover anything from attracting, recruiting, training, onboarding, and retaining employees, as well as providing self-service solutions and individualized access to essential tools or software. Essentially, businesses want to attract and retain the best employees, therefore it's imperative that they offer them the tools and resources capable of providing that.