CHAPTER 5
A Better Candidate Experience
“Recruitment, at its core, is marketing,” said Gordon Frutiger, director of strategic recruitment initiatives at AIG (American International Group), when we spoke to him in 2012. “I think where companies really struggle is that they attempt to equate their business or consumer brand with their recruitment brand, but they, and even most talent acquisition professionals, have been slow to grasp that the two are distinctly different.”
Undoubtedly, when you’re involved in leading the recruitment initiatives of a 65,000-plus workforce like Frutiger is, you understand the importance of cultivating an identity for your organization as a place to work. Simply put, a recruitment or employment brand defines the culture ...
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