I have read two talent-marketing-related articles with particular interest over the last few weeks. First, The Economist suggesting that, with Oculus due to launch its new Rift headgear, plus other developments in VR - the technology that enjoyed a very false dawn in the 90s may be here to stay. Meanwhile, City AM (a London free daily) noted recently that, in the UK, CFOs rank talent shortages as more concerning than the UK leaving Europe and second only to oil prices – ahead also of Chinese slowdown and concerns over business and consumer confidence.

So, if UK politics has gone back to the 80s with the election of Jeremy Corbyn as Labour leader it looks like we may be heading back to the 90s in terms of talent marketing discourse.

But hopefully not.

Whereas any meaningful employer branding in the 90s was ultimately doomed to fail because of a vacuum in capability when it came to content marketing, pre-social media and in the days of static websites, now, just as VR is a concept that technology has finally caught up with, so is employer branding.

Intelligent content engines can link content to jobs and give a candidate meaningful and sustained exposure to talent brand stories over a longer period of time, as well as enabling connections between candidates and current colleagues.

Video content can give candidates meaningful insight into the cultural realities of an organisation. I really believe that, whereas organisations have been slow to adopt great video, they could be quick to adopt VR because of the incredibly rich experiences that will be on offer.

Getting ahead of the competition is possible. The strategy to win in the war for talent has never been hugely complex because we are not in a world where everybody is using all the tools at their disposal.

A competition-beating talent marketing strategy can be delivered through a combination of world-class creativity and world-class technology. If your organisation is not investing enough – go and see your CFO. She is more worried than you are.

Executive Vice President, Europe

Gareth Edwards leads the AIA business in the UK, and TMP business in Europe, and is focused on driving the agency’s strategy and creating a business that is driven by creativity, powered by technology and focused on people. Gareth has held a variety of senior roles in the industry and has worked with a wide range of clients in sectors including retail, banking, professional services and central government to help them develop and execute their talent marketing strategies.