Reed Index - Understanding an Expert Warsaw, January 2008 Reed specialize in recruitment of managers and specialists. Such professionals became respondents of the Reed Index survey. The research goal was to define managers' and specialists' professional needs. The findings of Reed Index enabled also to access their mobility and willingness to establish own business. Their opinions regarding the most effective methods of job recruitment were collected as well. Reed Index helped to build the expertise position of Reed and the company's consultants. Its goal was also to emphasize the emerging of a new player in the recruitment business and to distinguish Reed from the numerous competition. And finally Reed Index allowed to initiate essential, knowledge and information based contacts with journalists that have enriched the actual image of the labour market in Poland. Reed Index became a credible source of information for media. Both the press conference and further regular news service ere appreciated by journalists what effected with wide coverage in media, including quotations, comments and articles. It helped to increased Reed's brand awareness and to promoted Reed's key specialists. The survey, ran in co-operation with TNS OBOP, covered IT & engineering, finance & banking and sale & marketing, the three branches crucial for Reed. CATI (Computer Aided Telephone Interviewing) was the research method. Omega Communication prepared the concept and was responsible for the implementation of Reed Index, within the framework of constant public relations co-operation with Reed.