It is important for German companies to position themselves as attractive employer brands, especially when competing for young talent in the job market. In today’s tight job market, factors that once promised reliable success in attracting new employees – remuneration, the number of leave days, pensions, company cars – are no longer the only things younger generations are looking for. Instead, non-monetary issues such as work-life balance, working atmosphere, and identification are of prime concern. These are the issues that companies should be projecting in their branding and benefits strategies.