What this means is that while many company's, in fact most companies, have extensive product or corporate brands hawking what they sell or service, few have brands revolving around what they stand for as an employer. The truth is that competition on the labor markets, both internal and external, can be as brutal as on the business markets. Actually, they are the basis of the business markets because no company could function successfully without the right people. For example: Automaker X's competitors on the car market are Mercedes-Benz, BMW, and Audi. However, when it comes to their managers and young talent, they may also be competing with Siemens, McKinsey, Allianz, Deutsche Telekom, and Boeing for the same people. Automaker X may possibly have what is commonly called a "Personnel Marketing" strategy, but this is usually not tied into the business itself nor have the relevant business units been intimately involved in it's forming. Therefore, there is often little correlation between Human Resources goals and those of the business units themselves. This can lead to hiring the wrong people, retaining the ones who should on their way out the door, and not offering the right programs to develop the talent you have in relation to your business. Personnel planning gets thrown out the window, and your business suffers accordingly. You need an employer brand to asses, define, and communicate your Human Resources goals. This is where we come in.