In essence a corporation needs two kinds of people: customers and employees. They are the players in the game of the name (of the company, the corporate brand). Just like on the client market corporations need to build brand strength in an integrative way on the talent market: employer branding. The ultimate aim of integrated brand management is to deliver a consistent and distinctive experience, both to customers as well as to employees. And culture is the linking pin. The modern discipline of employer brand management takes a holistic approach to shaping the culture of the organization, by seeking to ensure that every people management touch-point is aligned with the purpose of the organization.