4
ESSENTIAL FOUR: SEGMENT
As we delivered our presentation at an annual conference of human resources and communication professionals, a man in the second row captured our attention. He displayed a corporate confidence that seemed to express, with each idea we offered, “You aren’t telling me anything new, we did the same thing at our company.” He nodded in agreement as we continued to explain that, for any business trying to find workers, simply developing an employer brand is not enough. As we led the participants through the steps to brand for talent, he checked his watch. When we asked him what recruiting challenges he was facing at his organization, he responded, “Actually, none. We ran a successful recruitment advertisement campaign a few ...
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