In the past, human resources professionals who met with job applicants did not have to do much explaining. The deal was simple: A company had a job to offer and an applicant wanted it. But a shift in work force demographics is altering that old equation. Human resources officers, once in the catbird seat with the power to turn people away, now find themselves courting interviewees who want, and even demand, a good reason to come on board. Employee branding has become part of the lexicon of job recruiting, as employers realize they need a strong brand to attract the best talent from a very large pool.
See "Seeking to Attract Top Prospects, Employers Brush Up on Brands", Coeli Carr, The New York Times, September 10, 2006