Great point, Dave! I forgot to mention that the military has used TV advertising for years. However, the GE campaign is definitely the first B2B or B2C company I’ve seen do it. Totally agree that merging employer branding campaigns with other consumer brand activities companies are doing is important not only in the fact that consumers care how employees are treated but that for many companies it is their customers who are often their candidates and eventually, employees. Even those big brands that have a reputation for treating employees badly, it starts to show in their bottom line.