Human resources are of a great importance to any organization. They are considered to be the starting point for successful business operations through the acquisition of new talents and the successful management of existing employees. Human knowledge is a very valuable resource and that seeks long-term investment whose profitability is almost always felt through the improved operations of the entire organization. Employer branding plays the biggest role in attracting new potential employees. Building the employer branding is an important process for any organization and therefore requires quality and qualified guidance. The notion of employer branding has only recently become accepted and recognizable in Croatia. Leaving the country is a common problem for Croatian citizens. Z generation, most active and young population, is mostly leaving Croatia in search for better living areas and business opportunities. This graduate thesis will cover the concepts and terminology of human potential, with an emphasis on the image of the employer, and seek to link and highlight the importance of creating the image of a desirable employer while attracting and retaining young people. Preferences of the Z generation when looking for a desirable employer will be looked into. The obtained data will be displayed and analyzed. The paper seeks to test whether the improvement of the image of a desirable employer of various organizations in Croatia can stop the Z generation of leaving their homeland.