A couple of days ago I asked all my HR friends on Twitter: “What’s the simplest definition of brand you have heard” and the best response I got was, “What people think when they think of you.”
Underscoring the importance of branding is the recent news from Europe that Publicis won the RBS recruitment advertising account in a hotly contested RFP. The business will be handled by Publicis “Engage”, a brand new recruitment and employment branding entity. This is the second time in a month that a well-known brand opted for a non-traditional firm to handle its recruitment (McDonalds/VCCP). This might signal a trend, which I, for one, am in favor of, that employers reviewing their future employment strategies and branding are taking a “consumer” approach! It’s a great time to be focusing on branding and engagement challenges and opportunities.
