More and more organizations are realizing that their “human capital” is their primary competitive advantage. Attracting and retaining talented personnel is therefore crucial to the survival and success of organizations. Demographic trends in the labor market and the increasing number of bottleneck occupations are contributing to the emergence of a real “war for talent.” This ties in with the increased importance of employer branding, in which organizations seek to create an attractive and distinctive image as an employer. Internal employer branding focuses on current employees and external employer branding on (potential) applicants. The funding will be used to support several research projects (both ongoing and yet to be started) in the field of employer branding. Examples are the recruitment of ethnic minorities, well-being as part of the employer brand and employer branding after a crisis.