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Th e specifi city of the agricultural sector (seasonality, the methods of obtaining human resources and so on) aff ects the situation in the labour market. Th e demand of agriculture companies for qualifi ed workers is relatively high; unfortunately, people still prefer to work in the related or other fi elds where they have more suitable work conditions related. Building the brand of the employer, improving the awareness of the public and increasing the loyalty of the present employees can raise the off er of vacancies and obtain new qualifi ed employees. Th e aim of the paper is to identify the benefi ts of human resource branding in businesses arising therefrom. A partial aim is to identify the present key managerial challenges of agriculture businesses. In the work, the data collected from a questionnaire survey (n = 108) were used together with the information from the Czech Statistical Offi ce, in the opinion of which the labour market in the agricultural sector does not exhibit a positive trend. As a part of the evaluation, a factor analysis was carried out identifying three categories of benefi ts (the stabilisation of workers, organisational processes, and other benefi ts) crucial for the employer branding in agriculture.

Employer branding in the agricultural sector: making a company attractive for the potential employees