Clients need to know how they want to present their brand so that recruiters know how to sell them to possible future employees, according to the group marketing director at Nigel Wright Recruitment.

Ian Scott-Bell told an audience of HR professionals that it is really important for recruiters to know how clients see their brand so that reality can be sold to potential candidates.

Scott-Bell was speaking at a seminar hosted by the agency that showcased the findings of a survey conducted by Nigel Wright in conjunction with the University of Durham Business School, at the East India Club in central London. Representatives attended it from companies such as Calvin Klein, The Fairtrade Foundation and LG Electronics.

The survey, which 1,000 jobseekers on Nigel Wright’s database responded to, asked a range of questions on the importance of branding and how it is important in meeting candidates’ expectations.