In the past it was decidedly easier for a company searching for talent to find people due to a stronger position on the labor market. Today seeking and keeping talented resources has become perceived not only as particularly important, but also as difficult to achieve. The reasons for this reversal are to be attributed to radical changes in the labor market in the past twenty years.

Employer branding can help companies define and implement their marketing and branding strategies for the selection, recruitment, and retention of their workforce with the same level of effort they use for customers.

An effective employer branding strategy needs a solid foundation. It is necessary to conduct internal and external analyses to determine the current positioning of the company/employer also with respect to competitors, and to identify the direction of development of the strategy being adopted.