Dissertation files not currently available online.A brand is emotional, has a personality, and captures the hearts and minds of its customers. Great brands survive attacks from competitors and market trends because of the strong connections they forge with customers (Kotler&Pfoertsch, 2007). Organisations can use this to ensure competitive advantage with the right talent at low costs. Employer branding focuses on how the company is seen by current and potential employees with the aim of winning the war for talent (Ulrich, 1997). Current and potential employees are now looking to work for more responsible organisations – employers of choice. A strong employer brand fosters a positive image, identity or reputation and encourages (current and potential) employees to identify with the organisation. This research explores how organisations can use employer branding to attract and retain talent. A mixed methodology is employed using semi-structured interviews and a survey questionnaire to understand the perception that current and potential employees have about employer branding. Key results of the study are that building both the internal and external employer brand will ease the organisation’s ability to recruit and retain people, and that there are significant gaps between the different perspectives and how they can be managed. Copyright / Dissertation (MBA)--University of Pretoria, 2011. / Gordon Institute of Business Science (GIBS) / unrestricted