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Clear Staffing Requirements Definitions
         Immediate Requirements
         Medium Term (1 to 3 Years)
         Long Term (3 to 5 Years)
         Prioritization and Budgeting

Department-Level Demographic Targets
         Age Groupings
         Regional Groupings
         Historical Groupings
         Key Intersections

Message Components
         Core Hook and Tailoring
         Graphic Images
         Level Of Playfulness
         Profession Specifics
         Positioning

Value: Propositions and Realities
         Hygiene: Comp and Benefits
         Challenge By Profession
         Benefits of Membership
         Specific Attractors

Audience Retention/ Relationship Management
         Aggregation Of Positive Results
         Time-Based Data Collection
         Pulsed Value Delivery
         Communications Systems
         Brand Reinforcement

Performance Feedback Mechanisms
         Response Rates
         Repeat Traffic
         Supply Effectiveness
         Hiring Quality
         Formal Assessment

Delivery Mechanisms
         Web
         Email
         Internal
         Broadcast
         Print

What makes Company X the employer of choice for Unix professionals is unlikely to be the dynamic that attracts candidates in accounting. A brand, as it is commonly understood, is a good place to start. But, the focus on being a generic "employer of choice" is an inadequate vision for effective long-term labor supply management.

The correct approach to brand development moves the equation as close as possible to the potential candidate. In a shortage environment, the candidate holds the upper hand and all approaches must become candidate centric. In other words, the brand exists through the eyes of the potential candidate, not the company insiders.

- John Sumser © TwoColorHat. All Rights Reserved.

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