Most people talk about the Employer Brand and understand what it is and how you create and maintain an EVP. The Talent Brand is the sharp end of the journey, sharp as in it is the piece that needs to cut through the noise in the market that allows your organisation to stand out to the talent you are trying to attract. The key point to reflect on is that if this is really important then are you doing the management of it or allowing organically the brand to do its own thing. If you are a gardener then you know that it's typically weeds that are left to grow that start to damage to the plants and look of your flowers beds but the plants that are pruned, watered and cared for grow productively and look their best.
The question is then do you allow your Talent Brand to grow randomly or organically with all the risks attached or are you taking control and making sure that your messages are sharp and penetrating building talent engagement?
Talent brand has an enormous impact on how your company is perceived, from the broadest end of the talent funnel — pre-candidate, to existing employees. Talent brand is not a passive amalgam, to be allowed to organically grow. Please. It’s too valuable for that. Even in 2012, LinkedIn’s "Employer Brand Playbook" noted that a strong talent brand reduces cost-per-hire by up to 50%, and can reduce turnover rates by 28%. Talent branding is about actively pushing, monitoring, shaping, building, and maintaining. It has nothing to do with sitting back and allowing anyone to form a miasma of impressions. To put it bluntly: if you don’t tend to your talent brand, you’re going to lose out. Because while you’re looking the other way, and you’re not controlling your message, your main competitor is spearheading a serious talent branding campaign.