The move in the late 1990s from ”Market Research” to “Customer Insight” departments signaled a more strategic and business-critical role for that team, the shift of focus to “Talent Management” in the Human Resources function signals its fundamental role in delivering a company’s growth objectives, by ensuring the right resources are on board. Building ‘employer reputation,’ just like building brands, requires a more strategic approach and the appropriate use of proven marketing tools.” (Susan Sochart, Group Account Director at BRAND LEARNING, 2009:1)