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• Download:   Integrated Employment Branding Presentation
• Download:   Roses in the Thornbush: How Marketing Can Leverage the Value of Recruiting                     and How Recruiting Can Leverage the Value of Marketing   

The idea is simple. In order to recruit effectively, you must know two things:

• The numbers and types of people you are going to need (demand - workforce planning)
• The reasonable sources and costs of those people (supply - labor market realities)

With these two details under study (they can always be refined), it is possible to begin to develop a real employment brand. Employment Branding is the term we use to describe the core strategy that allows you to extract the people you need from the available supply. It is a competitive differentiation strategy.

It is both possible and reasonable to create an environment that supplies the right worker, when needed. Hiring managers should expect this 'right of choice' as the standard output of a recruiting department. It is not a futuristic view. It is the difference between companies with proactive recruiting departments and their less successful competitors.

Like most interesting benchmark business practices, High Performance Recruiting requires an ongoing planning process that considers the evolving problem, the changes in supply and the strategic response. In other words, an Employment Brand is a living thing that responds quickly to changing circumstances.