Good employer branding can gain the attention of the best talents and get them to focus on active communication with your company. You will then not have to deal with candidates whose only activity is to send a general cover letter and resume.
The longer the better
Employers branding can be compared to wine that matures over the years. The best talents are looking for information on the internet and well consider to what employers to join. Long-term reputation is therefore crucial.
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Article source Recruiter.com - a U.S. career and employment website