“The success of a company is the sum of the successes achieved by its employees.” This is the first sentence of XAL’s career webpage and moreover, summarizes the main reason for this master thesis. This thesis investigates the challenges organizations are confronted with when addressing its target groups like highly educated employees in this case. Companies need to understand changing environment in terms of “war for talent”. The topic of employer branding is still in its early stage since many companies underestimate the importance of the appreciation of all employees. Hereby, firms need to move the focus from the customer to its own employees – only if my employees are happy, they will do a great job and as a result, the customers will be happy as well. Additionally, when doing business abroad, the cultural differences are a main part of the right employer branding strategy. This thesis provides an overview of status-quo of this important topic and creates comprehension for the employer branding employees responsible in future. Moreover, due to the importance of digital and social media, the thesis also highlights theoretical insights into employer branding 3.0 and its online appearance. An important focus of this thesis lies on the elaboration of an employer value proposition and how to become an employer of choice. This is already included into the development of an employer branding concept which is described in detail. Furthermore, this thesis deals with the essential impacts of internationalization and culture and explains how to implement tailored messages into a global employer branding concept. In the practical part of this thesis, the employer branding concept for XAL for high potentials in the UAE is analyzed and developed. The secondary research about the target group and market and the outcome of the primary market research which was done by an online questionnaire, build the main basis for the tailor-made employer branding concept for XAL. The survey offers valuable insights into the important factors of employer attractiveness, characteristics of an ideal company and the image of Austrian companies as an employer. Based on the literature and the main conclusions of the market research, the thesis provides tailored external and internal employer branding measures, specific recommendations and suggestions of implementation planning. This will help XAL to formulate a well-fitting EVP and moreover, to develop a glocal employer branding concept to become an employer of choice for high potentials in the UAE.