Dive Brief:

• A new study from the CMO Council and Executive Networks found most companies don't have brand strategies that align with millennial preferences.

• Approaches for attracting millennials are often misguided, the report found.

• Embracing technology can help, potentially giving CIOs a role to play in helping attract new talent.

Dive Insight:

The ways millennials use technology are changing how companies brand themselves to attract young talent. However, most marketing and HR leaders don't have brand strategies that align with millennial preferences, according to a new study from the CMO Council and Executive Networks.

Companies need to embrace digital technologies in their efforts to attract millennial workers, the study suggests. But many companies still lean on more traditional communication methods for branding. Initiatives that use digital technologies such as social media networks, instant messaging, social collaboration or online learning are used less, but can make a big difference in connecting with millennials. CIOs can help their respective companies attract more young workers by employing technology platforms that help them connect with and engage millennials.