How do recruiters come up with candidates? Many businesses believe that in this economic market, the candidate pool is teeming and it doesn't take much more than a few calls and some generic job postings to reel in a significant response. Unfortunately, this isn't the most effective method for bringing in the big fish. Similarly, it won't help companies survive the waning years of baby boomers, when more than 10,000 of them are reaching age 65 on a daily basis according to the Pew Research Center. It's time to be proactive, intentionally setting out to attract a certain caliber of candidates who will fit with our organizational cultures. But, did you consider that marketing would play a role in this? Marketing Your Employer Brand Not long ago, I wrote a piece on my blog entitled, "Why a Recruitment Brand is Nonsense." Recruitment branding, or employer branding, has become a catchphrase among many in the recruiting industry, but more often than not, it is completely misrepresented and, subsequently, executed poorly. An employer brand is a component of a company's overall brand, a reiteration of the brand they also tout to customers. And just as is the case with your product or company brand, if your employer brand is just a façade, it's destined for failure. Related: Get Started with the Right Recruitment Software Building Your Employer Brand An employer brand is why you and your employees work there. Chances are the reasons extend beyond just monetary gain. So the first step in creating an effective employer brand is to determine what really is great about working for your organization. After you've gained a sufficient understanding, you've got to align those benefits with the same brand that is touted elsewhere. By basing your brands off of reality and aligning them, you create synergy that is real. This allows you to appropriately represent what it's like to work with your company, thus attracting more candidates who are intrigued by what you, specifically, offer as an employer. I often reference Google as the exemplar of successfully leveraging an employer brand. Everyone knows that they are a progressive company. For potential applicants, this translates into an attraction to a workplace that values dedication, but balances it with flexibility and creativity. There is an alignment between their brands and their employer brand attracts a specific type of candidate. Importance of Your Authentic Brand It's important to keep in mind that the upcoming generations aren't as focused on financial gain and vacation time. Instead, studies indicate that they want to work in a position where they can have an actual impact either on the business or the world. Related: 3 Tips for Hiring Managers: What to Look For on a Resume This makes an authentic employer brand that much more critical to attracting the top performers who are also a strong fit with your organization. As a business looking to recruit top talent, you have a plethora of new technology and tools at your disposal that help to continuously refine the candidate pool and locate top-level candidates. However, you can naturally improve our selection process by actively leveraging your existing employer benefits and making it clear to the entire candidate pool exactly what you're looking for before we even have the vacancy. Bio: Greg Moran is the President and CEO of Chequed.com, an Employee Selection and Automated Reference Checking technology suite as well as a respected author on Human Capital Management with published works including Hire, Fire & The Walking Dead and Building the Talent Edge. Greg can be found blogging at disrupthr.com or on twitter @CEOofChequed.