The Tru Files Culture Branding

May 9, 2014
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Invariably when pundits talk about brand culture, companies like Google and Apple come up. There’s chatter about oddball

perks employees enjoy (e.g. foosball, sleeping pods) and the quirky things these companies do to identify prospective

employees who will fit in.

Most of us can’t relate to Apple and Google. And that’s just fine.

Every other company in aggressive pursuit of top talent must find ways to attract the most soughtafter knowledge workers on their own terms. How should they woo the very best if they’re not a mega-hot Silicon Valley tech company?