Consumer branding is an all powerful presence that surrounds us from the logos on sports shirts or Formula 1 cars to the pictures of cars on winding roads with the roof down and the sun shining we are being pounded with messaging.  Whether the messaging is trying to get us to identify with and desire a brand or simply buy the product the investments are significant.

When organisations stop and reflect on the cost of talent and I don't mean those superficial measures of cost per hire etc but the consequences of not hiring the right talent; lower performance, higher attrition, repeatedly filling the same roles, the salaries of poor performing hires. The total value of poor recruitment runs into millions and yet despite this the investment in employer branding is relatively to consumer branding negligible and yet the benefits are there to be seen. the good news is that more and more organisations are seeing the value and starting (only starting) to invest more.