The importance of employer branding activities in the formation of opinions about the attractiveness of the employer is primarily analysed in this paper; more precisely, the importance of certain characteristics of the company that make it a desirable or undesirable employer. Concepts of acquiring and retaining talented employees, which actually represent the function of employer branding activities, are theoretically presented. The very concept of employer branding is theoretically treated through its fundamental components. The significance of certain activities in the framework of employer branding that contribute to the company's attractiveness as an employer, as well as the way in which the target group is informed about the employer and makes decisions about choosing an employer, was analysed through a survey questionnaire. A total of 104 respondents with a high level of education participated in the online survey. The results of the survey questionnaire indicate that respondents prefer non-financial features offered by their employer, for example a stimulating work environment, a pleasant atmosphere, job security, etc. The results also show that respondents attach great importance to the company's activities on social networks.