Using branding to attract talent

Competition for talent is heating up in many industries and will probably intensify, since demographic trends make it increasingly difficult for companies to replace valued employees when they retire.1 In response, many companies are trying to sharpen the way they market themselves to recruits, by applying branding techniques to recruitment.

Is the family business right for you?

If you already run a family business, you already know how complex the relationships can become. The key to success is organizing the business just as you would any other, with charters, governance procedures, and the like. Spell it all out. Over the years Davis has contributed a number of articles for HBS Working Knowledge that provides useful advice on how this can be accomplished.

Few, proud and social

For the US Marine Corps, social networking is nothing new. The few and the proud have a long history of coming back from travels and conquests to tell stories to friends and family. So it is only natural that the Marine Corps now uses social networking as a big part of its Internet marketing efforts to attract new recruits.
From a MySpace page to its own branded social networking site at Our.Marines.com, the Marine Corps uses the power of social networking and viral communication to excite and engage its target 18- to 25-year-old audience.