Due to the fact that the IT industry is one of the fastest growing industries in the world, not to mention the most creative, a large number of companies found themselves face to face in challenging talent acquisition time. On the account of immense need for talent, whose jobs did not exist a while ago, companies started advertising themselves as more desirable employers than their competitors. The given type of advertising is called Employer Branding. Employer Branding is an instrument with which companies position themselves as the most preferable employer by showing off their company culture, presenting their employees as an amazing team to work with, all that to ensure higher number of job applications on their job ads and easier talent acquisition. Nicely designed and developed Employer Branding strategy takes business the extra mile. With great Employer Branding strategy companies even get to the most passive of candidates, while simultaneously creating a feeling of connection and pride among current employees which in the end decreases turnover rate. Employer Branding is a mix of human resources and marketing, which collides with PR. Along with uniqueness, transparency is the key of Employer Branding, since there is no space for lying and embellishment. With this paper, the idea is to present photography as a superior medium of communication, in the materials of employer branding activities. The way of shooting, and the post-production of the colors of the photo should also prove to be important things in one-way communication, from the employer towards potential candidates. The online survey will examine the attitudes of the target group, university and polytechnic students, about their personal attitude towards certain Croatian IT companies, the benefts that companies offer, the type of job advertisement that would attract the most attention, and the type of content they prefer to see on social media platforms. By processing the data obtained from the survey, results ought to show the percentage of failure of employer branding strategy of each Croatian IT company, benefts that should be more actively communicated, and the percentage in which students trust the promises of companies depending on the profle of the person communicating.