The study identifies the specificity of time in which generations in the labor market exist before the development of mass digitization and generation, for whom the ubiquity of ICT networks is not only a norm, but also a condition for maintaining security. The authors of the article, indicating the environment of the organization’s functioning, both in terms of its further and closer environment, as well as in the area of internal conditions, outline the opportunities and threats for business operations determined by the participation of many age generations. The effect of these activities is the conscious and organized policy of building the company’s image (employer branding), reflected not only in public relations in a broad sense, but also in the personnel policy of the organization, in the process of recruitment, employee adaptation, motivation and implementation of the employee evaluation system.