What Is (and Isn't) Employer Brand?

For the past century, the recruiting and talent acquisition industry has hinged on the notion that a company with an open job to fill posts an advertisement for it in some central place where candidates would see it and decide to apply. Even through multiple cycles of internet revolution, this model would not look all that different from what your grandfather did to get that entry-level job at Standard Fruit or Amalgamated Buttons.But that system has changed. In Europe, companies are realizing that trying to use something as poorly written as a job description as a marketing tool is a fool’s errand; instead, employers there are taking a page from marketing and developing employer brands that position their firms as most-desired landing spots for prospective employees.This thinking is making inroads in the United States as well, and ignoring your employer brand is going to make recruiting talent much harder in the near future.Read the full text at Talent Economy.