(August 25, 2003) - "Recruitment advertising works because it saves the company from having to recruit. Once an applicant has submitted a resume, the recruiting is done. Employment Branding, as a tactic, is a way of extending this level of effectiveness."

We were offered this insight as Mark Hornung's rocket, disguised as a late model Chevy, ripped through the traffic on 101 headed towards the wine country. Severe G-forces kept us glued into the Lazyboy seats while the late summer browning mountains blurred in our peripheral vision. Apparently, there were a few turbo-charged Corvette engines lying around the production line when they built the 35th anniversary Camaros.

Hornung is the Senior VP and "Employment Branding Guy" at the Hodes Agency. One of the 'old men' of our industry, Mark has been in the Recruitment Advertising business for decades. We always look forward to our wine country lunches as a way of keeping tabs on a range of issues and trends.

Mark has been thinking about Employment Branding for a long time. It would be reasonable to call him the father of the idea. As an advertising professional, he tirelessly reiterates the basics. His two day brand identity workshop is an essential reason that Employment Branding works for his customers.

There are few people we agree with so thoroughly on the subject. Employment Branding is, when practiced well, a method of attraction. Much of the hard work of Recruiting (getting someone to want to work for your company) involves personal persuasion. Employment Branding reduces that workload by making prospects aware of the potential in advance.

Employment Branding is an investment that pays dividends like any annuity. It is different from the transaction based Recruiting that happens through Job Boards. A focused and determined campaign creates residuals that make Recruiting easier for long periods of time.

John Sumser

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