It seems like feast or famine. You either have a ton of great candidates or referrals with no open slots to hire them, or you’re resorting to spending 20% to the recruiters to help find the good candidates. Companies of all sizes constantly deal with the recruiting and hiring process. For those select companies that get the “Top Company to Work For” awards, they've got the hard part removed and spent a ton to do it, letting their reputation sell them as a company to work for. Then like a good sales funnel, they've got a constant steady stream of high quality candidates whenever they have an opening.

The first step to improving your ability to recruit top talent is a marketing exercise. What do you have to offer that differentiates you as a better employer than the competition? Does the car you’re selling get 100 MPG, while the competition’s gets 30 MPG? Well then, you know what to market! Remember though, that you're not marketing your products against your competitors, you're marketing your company's value as a great place to work against every other company. Now where do you market that information? In today’s world, LinkedIn is a good place for candidates to get information about the company versus the marketing information they’d find on your website.

Now don’t get me wrong, a good LinkedIn profile (get recommendations) is a great start, but it’s no all-in-one marketing tool. That’s why companies invest heavily in web design and user experience for their corporate websites. So why not exploit that research and build another website, with the conversion goals of attracting new talent, instead of trial downloads. Remember that they're questions are significantly different than that of your customers. And that’s exactly what today’s career portals are designed to do.

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