U.S. study suggests a strong brand draws talent.

U.S. business leaders are leveraging the value of their brands to sustain and add to employee head count, according to the Grant Thornton Survey of U.S. Business Leaders. Sixty-three per cent of U.S. business leaders say attracting and retaining top talent factors into the drive for a strong brand.

Eighty-four per cent of survey respondents also cited brand promise as a motivator for employees. Beyond generally motivating employees, 79% of U.S. business leaders are aligning performance appraisal and compensation systems with goals related to fulfilling the brand promise.

"In today's competitive marketplace, branding sets companies apart from their competition for customers, as well as competition for employees," said Cal Hackeman, partner in charge of the Grant Thornton Business Leaders Council. "Developing a strong brand and integrating it into not only external messaging, but also internal communications, strategies and goals infuses employees with pride in, and loyalty for, the company."

To deliver on their company's brand promise, 49% of U.S. business leaders are making investments in attracting and retaining key talent.

"Employees are the physical representatives of any company's brand promise," said Hackeman. "To ensure they consistently deliver on that promise with clients and co-workers, employees should be continually immersed in and educated about the brand value and promise."

To provide employees with the tools and structure necessary to deliver on the brand promise, business leaders are also making investments in information technology (55%) and operations (49%).

For more information visit Grant Thornton's Web site at www.grantthornton.com/blcsurvey.