Attracting talent is a critical way for firms to remain competitive. One of the key mechanisms is the way firms attract professionals by actively leveraging employer branding. Although scholars have suggested that a purposively designed and well publicized system of human resource (HR) best practices can impact positively on a firm’s employer branding and, as a result of it, its ability to attract applicants, little empirical research has investigated this relationship. This paper analyzes HR practices in 94 organizations for attraction of talent by means of investing on their employer branding. Results show that an attractive employer branding is positively related to the deployment of a system of best HR practices specifically designed to attract newcomers and the visibility of such system of best practices.