The aim of this paper is to research the connection between Generation Y personal branding, perceived employability and career satisfaction. Accordingly, the paper analyzes the results of primary research with the aim of researching the relationship between the variables of personal branding, career satisfaction and perceived employability of generation Y members and examines the possible links or interdependencies of these variables. The research was conducted using a survey questionnaire on a sample of 191 respondents. For the analysis of the results, different statistical procedures were used in accordance with the set research problems. Initial analyzes concerning the psychometric characteristics of the scales and the description of the sample and the relationship between the variables were made in the SPSS 26 software. Psychometric analysis and construct validation were also performed by factor analysis (Varimax rotation), and the results were compared with the structure obtained in other studies. In addition, a t-test was performed to examine the characteristics of the sample and to obtain data on gender differences and a post hoc Sheffe test to determine which groups significant differences were observed. The analysis of the influence of one variable on another was done with the help of structural modeling. For the purpose of testing the influence and relationships in the model, the statistical program SmartPLS 3.0 was used. The results of this study show that perceived employability has a statistically significant effect on the career satisfaction construct of generation Y members. Concerning the direct influences, strategic factors have a positive and statistically significant effect on perceived employability. In order to measure the mediation impact of perceived employability, indirect impact coefficients in the model were also tested. Based on the results of this analysis, it can be concluded that only the strategic factors variable indirectly affects career satisfaction through perceived employability, ie it can be concluded that perceived employability is a statistically significant mediator between strategic factors and career satisfaction. orientations towards development, use of personal marketing and increase of self-actualization in the context of personal marketing under the influence of personal career satisfaction.