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The Manager's Pocket Guide to Recruiting the Workforce of the Future by Bruce Tulgan

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Developing a Compelling Recruiting Message

RECRUITING IS JUST LIKE SALES. The first step is to develop a “sales” message compelling enough to attract a large applicant pool. The problem is, many employers offer nothing more than the same long-term career opportunities they’ve been offering for decades, and so their message falls flat. Today, the rewards of the old-fashioned career path—advancement in the organization’s hierarchy, six-month reviews, annual raises, and other standard benefits—are simply not enough to attract the best talent. Such rewards are merely the threshold test: the cost of getting potential employees to consider you as a potential employer.

Brand yourself as employer. Take the example of the United States Marine Corps, ...

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