(Zikmund, 2003) states that exploratory research should be used to clarify ambiguous issues. Management may have discovered general problems, but research is needed to better understand the dimensions of these problems. This study aims to explore and delve deeper into the underlying factors that explain why organizations struggle to attract and retain talent using employer branding. The challenges of talent management are well known and apply to all stakeholders. It is possible that other factors are at play and therefore warrant the need to explore them. (Leedy & Ormond, 2005) states that qualitative research answers questions that we cannot skim over. across the surface. They focus on phenomena that occur in natural settings – the real world, “the war for talent”. The field of talent management is relatively young (Tarique and Schuler, 2010) recommend more qualitative methodologies to facilitate the development of grounded theory. The first step in developing a theory, a level of knowledge verifiable through experiment or observation, would be to examine more deeply the challenges faced by organizations in using employer branding to attract and retain talent and explore relationships within. Exploratory research will help diagnose the current employer branding situation, help provide insights, research 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 useful to learn more about a little-known or poorly understood situation. This can be useful for studying how an individual or program evolves over time (employer brand perception)3.2 Survey research (Leedy and Ormond, 2005) defines s...... middle of paper ......ts will tell us what they believe to be 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, job scope and experience. ) sampling will be used among employees who are not exposed to the employer brand in their daily activities. Snowball sampling will be applied to suppliers, employees managing the employer brand on a daily basis as well as talent managers. 3.5 Limitations of the research A case study approach will be limited in its ability to generate or provide useful support for the hypothesis. If it is a single case, it becomes difficult to generalize the results. Survey questions Is the employer brand known and perceptible? Is the employer brand considered relevant and resonant? differentiated from direct competitors?