There’s no temptation quite like the variety of temptation one encounters when developing an employment brand. What with cut-throat competition for a shrinking talent pool, clever competitors stealing all your best workers, and your senior leaders looking at you with such hope, it can be tempting to stretch the truth a little when describing your company’s culture to prospective employers. But this can invalidate your brand entirely, confuse your current employee population, and turn that happy collection of benevolent executives into an angry mob bent on your annihilation!

Developing a compelling and truthful recruitment brand requires that companies engage in profound self-reflection to a degree that many have never experienced before. It can be painful, enlightening, shameful, and exhilarating--all at the same time. Managed well, it will provide your organization with information about what makes you idiosyncratically unique as an employer, and will allow you to target job-seekers who are a perfect match for your culture. This session will discuss the strategy behind good employment branding, provide insights about how your organization is likely to react to the experience, alert you to challenges you may encounter when managing a branding initiative, and show you the value created for those organizations who choose to "do it right the first time."