Leveraging talent generation technology, employer brand for hiring success

Focusing on 3 areas ensures brand is compelling, consistent throughout process
By Jennifer Watkiss
|Canadian HR Reporter|Last Updated: 04/24/2012

With increased expectations from top-tier talent for work that aligns with their personal goals, increased competition for that talent and a recruiting process that is anything but linear, employers are widening recruiting efforts to areas that used to be the sole domain of marketing.

A significant number of companies (38 per cent) plan to invest in a clear employer branding initiative within the next 12 months, according to the 2012 study The Future of Candidate Relationship Management: Employer Branding, Analytics and Technology by the Aberdeen Group, based in Boston.

Employer brand is an extension of a company’s master brand into the recruiting process. It’s a way to extend the reach of the mission, vision and values a company promises to customers and use them to attract candidates.