Project Report from the year 2008 in the subject Leadership and Human Resource Management - Employer Branding, grade: 1.0, WiSo-Führungskräfte-Akademie Nürnberg (WFA), language: English, abstract: This paper offers a guideline for implementation in business practice. With regard to medium-sized companies, I will focus on the building blocks and success factors of sustainable strategy development. In my further approach, I will first clarify the term employer branding, distinguish it from other terms and introduce it with the help of a recognized definition. In a second step, I will explain the goals and areas of impact of employer branding as well as the associated positive benefits. In the following chapter, I will then explain how to proceed with systematic planning and implementation and what should be taken into account. From this, I will once again highlight and deepen the most important factors critical to success. Finally, based on summarizing considerations, I will give an outlook on the importance of the topic for personnel development. This project work answers the following questions: 1. why employer branding? -> reason and objective 2. what is employer branding? -> conceptual delimitation and definition 3. what does employer branding want? -> Goals and impact dimensions 4. how to proceed with employer branding? -> Strategy development and implementation 5. what are success factors for implementation? -> factors critical to success 6. what can be concluded? -> Summary and outlook