The aim of the paper is the analysis of HR marketing tools in the Czech business environment and its comparison with the expectations of university students. Companies are currently facing many challenges. One of the biggest challenges is to get talented and skilled employees with good knowledge, experience, and motivation for the job. The role of HR and line managers is to retain talented people maintaining or increasing their performance and motivation. The term HR marketing combines personnel management and marketing tools. These tools are used to obtain the company's good reputation in the labour market, not only to ensure enough talented candidates, but also the interest of existing employees to stay in the company. According to Mosley [12] the HR marketing is an adoption of new forms of thinking. As well as the company tries to attract customers by unique products and services; it must attract also potential or existing employees. Employee value propositions [11] are the main values that the company creates and why the employees stay with the company. De Chernatony [4] considered the company values as a substantial idea of the employer brand and stressed its communication internally and externally. It is necessary to search the main factors that symbolize and personifies the company. The aim of the quantitative research was to analyze the expectation of Czech university students towards potential employer. The research was conducted in 2017 among 180 students. Respondents stated the main criteria for the selection of the employer. The most important factors for the students as potential employees were fair behavior, career growth and good working environment. Work–life balance was also mentioned as one of the most important factors. The output was compared with the existing HR marketing tools among and was formulated recommendations for the employers to make the brand more attractive for this group of candidates.