The objective of this article is to present the dimension of the lack of qualified manpower with university education in Brazil and how it makes more difficult the process of retaining and recruiting contributors on the Human Resources sector of the big and medium organizations present in Brazil. It will also be highlighted the ways that people inserted in the labor market evaluate the attractiveness of a company and the importance of having a solid employee brand in this scenario of high dispute for employees with the highest standard of education. Adding to all of that, the meaning of the term Employer Branding will be explained and how the big organizations of Brazil and all over the world have given relevance to that topic.