(Zikmund, 2003) states that exploratory research should be used to clarify ambiguous problems. Management may have discovered general problems, but research is needed to better understand the dimensions of the problems. This study aims to explore and delve deeper into the factors behind why organizations struggle to attract and retain talent using employer branding. The challenges of talent management are well known and applicable to all players, the possibility exists that other factors are at play and therefore justify the need to explore. (Leedy & Ormond, 2005) states that qualitative research answers questions that we cannot ignore across the board. They focus on phenomena that occur in natural environments: the real world, “The War for Talent.” The field of talent management is relatively young, (Tarique & Schuler, 2010) recommending more qualitative methodologies to facilitate the construction of grounded theory. The first step in building theory, a level of knowledge verifiable through experience or observation, would be to further examine the challenges faced by organizations in using employer branding to attract and retain talent and explore the relationships at their internal. Exploratory research will help diagnose the current employer branding situation, help provide insights, select alternatives and uncover new ideas on how to position and leverage employer branding to attract and retain identified talent. A case study approach can be helpful in learning more about a little-known or little-understood situation. It can be useful for investigating how an individual or program changes over time (the perception of the employer brand). they will tell us what they believe is true or perhaps what they think we want to hear. 3.4 Sample Size and Method The sample will be drawn from the eMNC based on level, age, seniority, work field and experience. • Non-probability (judgment) sampling will be used with employees who are not exposed to employer branding in their daily activities • Snowball sampling will be applied to suppliers, employees who manage employer branding on a daily basis and talent managers3.5 Limitations of the researchA case study If it is a single case, the approach will be limited in generating or providing useful support for the hypotheses, it becomes difficult to generalize the results. Survey questions Is the employer brand known and visible? Is the employer brand seen as relevant and resonant? The employer brand is about differentiating yourself from direct competitors?