Branding the Serbian Armed Forces as an employer to attract and retain top talent

This paper is based on research examining the possibilities of attracting and retaining the best talents through the employer branding process of the Serbian Armed Forces. The aim of the research was to determine whether, and if so, to what extent, there was a relationship between the branding process of the Serbian Armed Forces and the work environment, through the level of job satisfaction, possibility for advancement, and leadership style within the defence system of the Republic of Serbia. The main motive for writing this paper was to examine whether the branding process of the Serbian Armed Forces affects the attraction of new talents and the retention of existing high-performing personnel. The paper also presents the opportunities that the Serbian Armed Forces, as an employer, can utilize in order to attract potential new employees.