Are you neglecting your other brand?

09/7/2009 | Financial Times (tiered subscription model)

To attract and retain great talent, companies need to develop their "employer brand," Stefan Stern writes. The best candidates learn quickly to avoid companies with reputations of mistreating their workers, he argues, just as consumers learn not to frequent businesses with a history of poor service. "If, as an employer, you want to bring in the best new recruits you need to offer them something attractive -- and not just in terms of the financial package."

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