This book describes the concept and approach for building a strong employer brand. It demonstrates how companies can attract the best talent, retain them in the long term, and motivate them to perform at their highest level. First, it illustrates how different employee segments can have completely different expectations. Building on this, various offerings are discussed that the HR department can present as part of their employer branding concept, designed from the employees' perspective to be promising. The next step outlines the process of how to initiate and carry out a project for employer branding step by step. Since brand-specific knowledge is necessary for such a project, this book also discusses models of brand architecture and how they can be utilized in human resources.