The competition in the food market is becoming increasingly intense, not only interms of market distribution and customers, but also in terms of labor. Workforce ismore demanding than in the past, as there is a broad offer at the labor market forthem. In addition, people nowadays are well informed about their opportunities,which leads to the fact that the choice for an employer is made consciously andincreasingly critical. Due to these reasons, organizations are forced to rethink theirpositions as employers and adapt all activities of human resource management tobe perceived as an attractive employer, who provides a desirable working place.When looking at this challenge from a marketing perspective, the appropriateapproach to deal with this topic is employer branding. This discipline connectshuman resource management and marketing, focusing on the positioning of theemployer. Concerned activities therefore are the positioning itself and afterwardsthe right communication of all defined aspects of the employer brand.The country organization of grocery retailer SPAR in Slovenia is increasinglyaddressing this topic and perceiving it more and more as a challenge that they musttake on. Due to this reason, they plan to implement an employer branding concept,that especially focuses on the initial steps of employer branding activities, followedby concrete first measures as an attractive employer.The theoretical part of this thesis builds the basis and highlights employer brandingitself, characteristics of the market and finally describes how a concept can bedeveloped, in a company that has no experience in this topic.Whereas in the practical part, the concept development for SPAR Slovenia is carriedout very detailed, after a comprehensive situation analysis. This situation analysisis fundamental for the conception and includes an empirical study as well as amarket analysis of Slovenia, concerning different aspects. The concept development itself has a step-by-step structure, starting with the analysis, followed with the positioning and ending with the operational planning for the measures at the Slovenian market.Finally, the thesis is concluded with personal recommendations for the company,based on the knowledge gained from the theoretical part associated with the findings from the analysis. These recommendations include the main aspects that employees wish from an employer, for example activities to support relationships between people at the working space or the introduction of a discount system for employees in the organization.