This, inturn, leads to better retention rates and lower recruitment costs as bothpersonal and professional concerns are so closely matched, he explained. Previous Article Next Article Related posts:No related photos. MarkRitson, assistant professor, Department of Marketing, London Business School,also told delegates that a better appreciation of consumer branding enables HRto target potential employees with similar values. Thecompany’s Excellerate scheme specifically identified four areas of thecorporate brand that meant most to consumers, which were international reach,technological excellence, intelligence and innovation. Speakingat the conference, Sven-Ake Damgaard, director of Excellerate, Ericsson CLO,told delegates that the company intends this group to form the basis of theirboard within the next 10 years. He said,”Brand equities structured the content and participants in Excellerate. As aresult the company has managed to cut the overall cost of recruitment to 25 percent of salary and reduced staff turnover among its top management recruits to6 per cent compared to an average of 56 per cent. Ericsson woos talent with brand valuesOn 30 Oct 2001 in Personnel Today Comments are closed. “Thereare two things that are needed to win the war for talent. You need to get toknow your brand and use that as a lighthouse for your HR strategy,” headded. Ericssonthen recruited from the world’s top 25 business schools to find the candidatesmost closely aligned to its brand values. “Aftertwo years of the course we found the values of the brand inside the people.People had brought into the brand and become part of the brand.” Ericsson hashelped attract its next generation of board members by highlighting the firm’sbrand values during its management recruitment process.