Aiming hire

In the current climate of low unemployment and a shortage of high- quality candidates, job interviews are as much about as a prospective employer impressing the candidate as the traditional vice versa. Ian Hopwood and Mark Leonard explore some techniques that claim to help firms win in the war for talent

Competition is fierce when it comes to attracting the right staff - something that is critical to the success of any business. It is essential for any growing firm that wants to attract the best and brightest employees to invest in techniques to gain the edge over its competitors.

The best way to ensure the highest-calibre personnel will be drawn to your business is to consider the 'employer brand'.

Employer branding is the concept of applying to the recruitment process the same marketing process