Employers create an employment brand by first making a candid assessment of their strengths as an employer. Employee satisfaction and attitude surveys can provide data as to what aspects of their employment current employees most value. Follow-through requires careful oversight and management of the organization’s culture, mission, and employment policies and practices. A critical part of an organization’s employment branding is its culture, particularly relative to relationships, authority, and accountability. CRM activities also center on the creation and maintenance of a database of possible candidates for employment as well as regular communication with these individuals to keep them engaged and their interest level elevated.