While career coaches suggest it's helpful for individuals to build a personal brand, now companies are being told they too need to build a brand to woo new talent. Despite the huge job losses being experienced world wide, there is still a growing shortage of top-quality employees and this situation will worsen in years to come.

The branding information comes from a global survey of employee attitudes to be released in January at the annual conference of Human Resources Professionals Association. It says that job satisfaction and engagement were crucial to employee's commitment.

While focusing on younger people entering the workforce, the information is valuable to older job seekers who exhibit a "can do" attitude during job interviews.

The article is in today's Financial Post Working section. It's called Build A Brand To Woo Talent.