In recent years, flexible work arrangements have become an increasingly important topic in both the theory and practice of human resource management. A growing number of organizations recognize the significance of introducing flexible work models to attract and retain talented employees. At the same time, employees are increasingly demanding such arrangements to achieve a better balance between their personal and professional lives. Various studies have shown that flexible work arrangements positively impact employee satisfaction, and satisfied employees tend to have a more favorable perception of their employer’s image. Likewise, other stakeholders view employers who provide flexible work arrangements in a positive light, creating a favorable environment for all parties involved. The paper consists of theoretical and empirical sections. In the theoretical section, in addition to covering the basic definitions and classifications of flexible work arrangements, as well as an overview of motivation theories related to job satisfaction, the concept of employer branding will also be analyzed. Additionally, aspects of branding and marketing communications will be briefly addressed as supplementary elements contributing to the creation and maintenance of the employer’s image. The empirical section will involve research conducted through an online survey targeting employees in the Republic of Croatia. The goal of the research is to determine which flexible work arrangements are most prevalent in organizations and to examine the relationship between the use of these arrangements and employee satisfaction, as well as their contribution to the employer's image.