Public organizations, including the armed forces, like other employers, are looking for candidates for soldiers and military personnel in the labor market. Taking into account the attributes that make up the attractiveness of an employer and their interdependence, a study was carried out in the course of which the aim was to find out how one of the public organizations, the armed forces, is perceived by people who may become soldiers or who may take up a job in the military how the sources of information through which it reaches them are assessed, and which of its features may attract their attention. The goal was achieved by carrying out, in the first quarter of 2022, a nationwide survey of people between the ages of 18 and 44. Aiming to better understand the opinions of respondents, an analysis of the labor market situation in all voivodeships was carried out. To analyze the collected data and present the results, Statistica v.13.3 and R/RStudio software were used. As a result of the survey, it was possible to establish that the armed forces enjoy a high level of trust among citizens. Respondents assessed the qualities and motives, tangible and intangible, that may encourage service and work in the military due to the potential benefits for candidates. From the perspective of the armed forces, indications as to individual elements can be the basis for improving personnel policies and marketing communications.