In the future, a company's success depends more than ever on its own employees. They are the ones who live the spirit of the brand and develop it for the future. In order to find, retain and motivate the best employees, every company has to work permanently on its employer brand. We supported Audi in this task, analyzed the trends on the job market, developed a strategy for the evolution of its own employer brand and presented future opportunities for recruiting and the entire personnel area.