BRW --- Page: 84-85 : 26 July 2007
Original article by Marc Stigter

LexisNexis Summary
Companies are increasingly using employer branding to recruit staff and make them feel more "engaged" about working for their employer. Engagement and employer branding are important to address, given the current shortage of skilled staff and surveys such as a recent one by Gallup that suggests less than 30 per cent of staff are actively engaged with their jobs. Employer branding involves the development of an employee value proposition, the aim of which is to identify what makes an employer different from its rivals and thereby make staff feel engaged and want to work for the employer.

But as a conversation with Brett Minchington of Collective Learning Australia pointed out today, there is so much more to Employer Branding than just the recruitment of staff...