Employer Branding†

Companies have long divided consumers into segments. They should do the same with potential -- and current -- workers.

Wall Street Journal, March 23, 2009 — Ask most people about "branding," and they'll usually start talking about products and services.

But in recent years, companies have begun branding themselves as employers, too, betting that if they can convey to the world why their workplace is appealing and unique, they will have an easier time attracting good workers.

In fact, for many companies, employer branding has become a critical management tool, as the emergence of China, India and Brazil as economic powers and aging work forces in the U.S., European Union and Japan have increased the competition for skilled workers.