Consumers have high expectations for personalized service and are willing to walk - or even surf the web - to get it. Attracting and retaining Potential Candidates is critical. The best approach to defeating the daily assault of new challenges is to embrace marketing's oldest golden rule - the customer is always right and applying it to Potential Employees.

With this in mind, candidates must always be at the center of all of your employment marketing decisions, their influence radiating out to every point of contact you have with them. It's up to you to know their behaviors and preferences and tailor your employment marketing strategies to cater to their needs. Companies who recognize this and build their strategies around retaining and deepening their relationships with their potential employees are the ones who will succeed.