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Employers are increasingly faced with the need to identify, attract, hire and retain the best talent from the labor market in order to survive in the condition of fierce competition. As talents are in a position to choose an employer, successful companies seek to position themselves as ideal and desirable employers through the establishment of a strong employer brand. In the process of brand establishing, by applying the knowledge from the field of marketing and human resources, employers tend to position themselves to labor market candidates as unique and desirable with ideal working conditions, while at the same time trying to increase the level of satisfaction and dedication of existing employees. A modern approach to the process of branding an employer implies taking into account the needs and desires of different generation of employees. A generation that takes an important position in society and labor market - millennium generation (also known as the generation Y) has specific needs, demands and desires when it comes to selecting an employer. In this paper are point out the key specifics of establishing employer brand in order to position it as an ideal place for talents that belong to the generation of millennials.

City branding has a strategic dimension. When it comes to defining city branding strategy, creating city brand personality, that is, defining a set of human characteristics that are connected to city brand, is particularly important. In this way, a city can increase its recognisability and differentiate itself from the competition on location market. The main aim of this work is to show the experience of defining city brand personality within the project 'Vranje as a brand'. In the first part of the research, we used quantitative techniques (residents and visitors of Vranje were surveyed), while in the second part qualitative techniques were applied (focus group). On this occasion, the results of the research were complemented with the personality elements, that were taken from the literary works of the famous Serbian writer Borisav Stanković, who was born in Vranje and whose literature is connected with this city. That gave an additional element of authenticity to the brand personality. This is an example of how art can shape city personality, or discover the attributes which describe this personality.