ABSTRACT

This chapter explores how a business builds a set of attraction profiles to draw attention to the opportunities for talent within the organisation. There is a growing interest and many recently written articles on employer branding. The last few years has seen an increase in the number of conferences whose central theme is the need to communicate what the organisation's offer is in the employment market. The effective talent management (ETM) approaches advocates crafting this communication effort into a more specific format by creating a range of profiles that target the specific sorts of talent the organisation needs. The aim of ETM process is to attract only the employee of choice. This means each organisation should be clearly seen as requiring very specific employees and not be regarded by everyone in the job market as the ultimate employer of choice. The chapter also explores how marketing principles can help a talent professional think differently about the candidates they wish to attract.