Resourcing professionals have been urged to focus on employer branding to increase the accuracy of their international hires.

Paul Maxin, global resourcing director at international manufacturer Unilever, told Recruiter: “It needs to build more on marketing and consumer brand best practices to deliver better value for money, and there needs to be a greater focus on new media to force transparency.”

Maxin said Unilever works with a “universal insight framework” to maintain international employer branding, while tailoring it to local market needs.

“In recruitment, we have used a platform to bring our brand to life in ways that are locally relevant and motivating to different cultures,” he said.

Steve Huxham, the Recruitment Society’s chairman, told Recruiter a speech by Maxin at a recent Society event was inspiring: “It shows that recruiters have to put in considerable amounts of work into making sure they are aligned with the employer brand. If they are using a multi-channel recruitment method, it’s crucial that the branding is maintained.”

Tina Neve, researcher at HR recruiter Strategic Dimensions, who attended the event, told Recruiter the depth of the companies’ branding showed how essential it was to tailor recruiters approach.