The Market for talent may already be the world's most competitive; and it is intensifying daily in the face of aging workforces, lower unemployment rates in the developed economies and an inexorable demand for more skills, knowledge, experience and education. Talent branding, which goes beyond "employer of choice" marketing must be the cornerstone of any effective long-term recruitment and retention strategy. As Dr. John Sullivan, notes, "There is literally nothing you can do that will have a greater long-term strategic impact than being talked about in the media for being a well-managed firm that is also a TALENTED place to work." Conversely, a weak talent brand can nullify the effects of even the best recruitment and retention strategies. Effective talent branding sets in motion increasing "brand equity". That equity pays off as a virtuous cycle develops in which organizations gradually find it easier and less expensive to recruit and retain top talent while their competitors must look harder, further, and pay wage premiums to get good people.