Today’s talented employees make real choices before they join an organisation. Having a strong employer brand can be one reason why a talented person might consider your organisation in the first place. However, creating the brand is not enough.

People want to work for a company that they respect, organizations that take employee relations seriously will be seeking to engage the hearts and minds of their employees and seeking to attune their dreams with the organization. This attunement should be demonstrated through the way an organization recruits, develops, rewards and retains individual employees.

One of the interesting facts about today’s working environment is that patterns of employment will never be the same again. Futurists in the US are researching how not just organisations, but also cities need to change to attract talented people to come and work in their environment. Individuals have a greater need for freedom and flexibility and a desire to create different patterns of working.

Young people are more confident, more entrepreneurial, the more compliant generation of workers are retiring. In this context developing a credible Employer Brand becomes even more relevant. It has to be a two-way process, if an organization wants to attract the best employees it is also important to sponsor talent, to adopt flexible ways of working, to allow people to take responsibility for the success of the organization.