Finding a new job is a big challenge for individuals today. Process of making an employment decision is extremely complex given that it is a decision that has long-term consequences on an individual's life. On the other hand, there are companies that are looking for young talent in the labor market. Businesses have begun to develop an employer brand to attract the young talent they need to make the business more successful and more competitive in the market. The development of new technologies seeks to facilitate, accelerate and enhance this process. Digital platforms in the labor market represent great potential for businesses in terms of enhancing their marketing communication to the public. This paper explores what are the characteristics of marketing communication and what employer factors are important to potential employees in the process of finding a new job and selecting an employer. It also investigated the extent to which potential respondents use digital platforms in the job search process and whether they have noticed the desired employers on them. The survey included 143 working-age respondents from the Republic of Croatia. Through the analysis of the results obtained, it was found that the respondents use digital platforms, but only as a second source; the first source is still an acquaintance. Furthermore, it was found that the interviewer's choice of the employer is influenced by a friendly atmosphere and the ability of promotion to a higher position, and that the characteristics of the employer announcements did not match the factors that were important to the interviewer's choice of the employer. In conclusion, it can be said that digital platforms represent great potential for developing interaction with potential and current employees, in order to attract and retain employees. It is also recommended that communication highlight the factors that have proven to be relevant to potential employees, according to the research.