Marketing your employment brand is key to driving talent to your organisation, EA’s Matthew Jeffery (pictured) 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 continued, as the employer brand must be used to “emotionally engage with employees”.

Attracting the best people into your business was vital, he said, and this could best be done through the employer brand. “Recruitment through attraction can make or break a business,” he argued.

Gary Franklin, manager of talent acquisition at Symantec Corp and co-founder of The FIRM, also announced that the group would be launching its own website exclusively for members towards the end of the year.