Background: Employer branding is a concept that describes a company's reputation as a work place. Working with the employer brand can help companies to attract talented employees and also retain them in the company. It is therefore important that companies understand what makes an employer attractive in order to appeal and retain employees. This is important especially for businesses that are located in small cities since it can be challenging for them to attract talent there. Urbanization has led to smaller areas being less populated and that graduated students are least prone to move to these areas. Thus, it is important to make smaller cities and areas more attractive to make the graduates move there. Purpose: The purpose of this thesis is therefore to explore what factors graduated students consider attractive in an employer in a small city. Methodology: This thesis used a qualitative and deductive approach. In order to solve the purpose and answer the research question, eight semi-structured interviews were conducted through Zoom with a non-probability sampling that were chosen by the researchers. However, before conducting the interviews, the researchers did some theoretical research and discovered six factors that represented employer attractiveness (See Figure 1). These factors became the basis of the study and a foundation when constructing the questions for the interviews. Findings: The findings of this thesis showed that the factors that were most important; flexibility, salary, leadership, career possibilities, working culture and recruitment.

The diploma thesis connects two different areas, namely the non-profit sector with the human resources management policy, which in the past has been particularly important in the profit sector. Nowadays, a number of non-profit organizations have undergone a process of professionalization, thereby narrowing the boundary between the profit and non-profit sectors and paying employees an important part of non-profit organizations. The diploma thesis deals with non-profit organizations in the area of social care provision, which are part of the whole social service in the Czech Republic, based on legislation. One of the goals of the work is to look at the reasons why employees leave non-profit organizations focused on social care and also what types of motivational employee benefits they use to prevent unwanted fluctuations in their employees. Keywords: non-profit organizations, social services, social care, human resources, employee turnover, motivational benefits