The study is carried out in the context of the Public Sector, seeking to bring the issue of the Employer to the fore. Branding in Portugal compared to what has been done in some European countries. The literature explains the concept, the elaboration of strategies, the complexities of the involvement of the actors, who create their own meanings around the concept. This study aims to add a new paradigm to organizational image and reputation, seeking to adapt, recreate an employer brand strategy in the public sector through the lens of Employer theory Branding. This is a major challenge for public organizations, since public employment is perceived as being unattractive. The aim of this study was to explore some employer branding practices within the public sector and see to what extent the idea can be endogenized through interpretation, understandings of the actors involved and interest in the concept. The research context is merely exploratory, and it is hoped that it can contribute to explaining how the employer brand is constructed in practice and how it emerged within public organizations for understanding the contribution of the employer brand. The restructuring of government functions, privatization and cuts in personnel costs have led, in many countries, to a decrease of public servants and one of the crucial challenges facing the public sector will be how to attract personnel to the functions of the future. The practice will be a complex construction process, which obviously must be adapted to different work contexts to be successful.