Marketing your employment brand is key to driving talent to your organisation, EA’s Matthew Jeffery told members of The FIRM [Forum for In-house Recruitment Managers] at an event in London. The global director of talent brand for Electronic Arts (EA) told the audience that brand was essentially linked to emotions. “A brand is a person’s gut feelings towards an organisation,” he said. This was particularly important when it came to recruitment, he argued: “Recruitment through attraction can make or break a business.”