The first steps to improving the return on investment of your employer-branding efforts is to define your objectives and to identify the key drivers that will help achieve those objectives, writes Susan Strayer LaMotte and Brett Minchington. For instance, if you determine that your on-boarding process is crucial to assembling an effective sales team, that's where you should focus your branding efforts, they write. Also, you should keep a scorecard of metrics that you are looking to influence.

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