Forward-thinking companies are leveraging their strong brands to attract and retain top talent. These companies are positioning their brand promise specifically for employees. For those companies who have not looked at their brand from a talent recruitment and retention lens, this requires new strategies and practices to deliberately enhance the brand promise and its potential to inspire talent to engage with the company’s mission.

Building a talent pipeline is increasingly complex. There is a shortage of skilled talent and a surplus of lower-skilled workers – increasing competition for the best, brightest and most experienced employees. Often, the best talent is not even actively looking for a job. Employees who are satisfied with their current roles, professional development prospects, compensation, work culture or leadership are not scouring job boards, activating social networks or submitting applications and CVs.

Advancements in technology continues to have great implications for recruitment. Successful recruiters must blend high-tech with high-touch to attract top talent.