Creating Talent Brands

A Talent Brand is much like a corporate brand, except that it sets out to capture the workplace experience of an organization, which in today's environment should be a powerful asset for reinforcing the value your organization promises to deliver for customers and other communities of interest.

At its most fundamental level, an authentic Talent Brand inspires creative recruiting that will attract individuals most likely to succeed in your organization. At the same time-–because its objective is to embody the 'feel' and underlying values of your workplace culture—it can serve as an inspiring platform for activities like training, retention, inclusion, and organizational development.

Like corporate brands, resonant Talent Brands emerge from alert discovery, research, and creative insight. Crafted with strategic imagination, a Talent Brand should inspire outreach to all human capital audiences, not just employees and recruiting prospects. But arguably the most strategically meaningful outcome of a resonant and authentic workplace brand is to focus senior management attention on the talent resource...increasingly a core strategic asset in any organization today.

Executives pay attention to the Value Platform of their workplace brand because they participate in its development, and they see firsthand how it relates to their corporate brand platform. Brand Vistas has refined our Value Platform methodology over more than twenty years of analytical and creative work with both workplace and corporate brands.

For more insight into Talent Brands in innovative workplace cultures, see "Leveraging Talent Branding for Innovation", an article by Brand Vistas Managing Consultant Bob Duffy for the Intervista Institute in Montreal.

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