The Information Technology (IT) industry in Bogotá has an increasing shortage of professionals. Therefore, the sector is in a war for talent and organizations seek to recruit and retain the best employees to generate competitive advantages. This paper seeks to explore the talent management strategies used in a set of companies in the sector and the main objective is determine the impact of these on perceived employer branding. For this, a survey was applied to talent management managers of 38 companies in the city of Bogotá. Findings show that, as a whole, talent management strategies impact positively the perception of employer branding and particularly career management has the greatest impact
