The term "employer branding" is relatively new. It shows the trend in the labor market, to attract high-potential employees, with highly specialized knowledge – so called talents. Talent management is a relatively new concept that shows the company’s management of its strategic capital which is human capital. An employer’s brand which is positively perceived helps to attract talent into the ranks of employees, which is the main goal of the considerations contained in this paper. The paper is theoretical in nature and was based on the subject literature.