At the present time, which is characterized by globalization, the economic crisis and growing competition, employees are a key resource. This is why organisations are increasingly turning to the employer brand that allows them to quickly and easily reach quality employees. The employer brand allows for a large "pool" of talent from which organisations choose not only the best employees but also the ones that fit best the organisational culture, values and attitudes of the organisation. The primary role of the employer brand is attracting and retaining employees. Human resources have become the most important resource for any organisation, and there is great competition among organisations to attract and retain quality employees and it`s the employer brand that provides a way to be differentiated with respect to their competitors. Also the employer brand helps the organisation to become the first choice employer. As well, in order to attract quality employees and as a result of brand employer organisations will employ appropriate staff for themselves. Decisions on the development of the employer brand must be made at the very top of the organisation and be an integral part of the strategy of human resource management, because it`s the only way that it can be maximised and developed in the right direction. Human resource management will make the best use of the employer brand in attracting and retaining employees, which will lead to greater productivity, growth and development of the organisation and creating a competitive advantage. This study was conducted to explore the perception of students on the role of the employer brand in attracting and retaining employees, which shows that the employer brand has a major role in attracting and retaining employees, which is an indication that it is time for organisations to realize its value and start to grow and develop the employer brand in order to take full advantage of it. The employer brand will thus become an instrument that will enable orgasations to become more recognizable in the labor market and it will enable them to differentiate themselves from their competitors, which will ultimately bring a competitive advantage to organisations.