As is well-known, Canadian agencies of all sizes have begun offering HR marketing in the wake of the labour shortage by providing services such as employer branding. The impact of these initiatives has not been uniformly positive, with client skepticism fuelled by proposals that vary enormously and whose value is difficult to assess. A number of factors have contributed to this sense of disenchantment on behalf of clients. There is a marked tendency to churn out creative concepts when developing ad campaigns for recruitment initiatives, instead of conducting initial research to form a solid positioning strategy based on a real-world EVP (employee value proposition). Roll-out is then often patchy, with little support given to internal deployment of the employer brand to ensure talent retention, and a tenuous capacity to support either HR operations or recruitment efforts. The result? An employer brand that is reduced to a simple creative concept and, more often than not (and more importantly) fails to generate the anticipated ROI. This is the backdrop for launch by indie creative agency Camden of an HR marketing partnership with specialist talent acquisition consultancy Humanify to provide a full suite of services. Camden is leveraging its 20-year HR marketing track record, while Humanify has been offering commission-free, on-demand recruitment and project management since 2015.