New terminology and global trends are shaping human resources in the 21st century. The aim of this book is to explore the concepts of employer branding and talent management, and to empirically investigate them through a survey of different generations. Additionally, it will discuss the criteria that define employer attractiveness and how a company can design these in a demographic and forward-looking manner to become an employer of choice for various generations. This work provides new findings by conducting both quantitative and qualitative surveys that yield insights to help break down the extensive significance of the individual criteria. Ultimately, targeted and concrete recommendations for action, in the form of best-practice examples, will be provided for employer branding and talent management.