There’s a vast gap, and it is lowering the percentage of people who accept your job offers.

The gap? The gap between what you tell a prospect and what a prospect wants to learn. This isn’t a gap between what we say and what they want to hear (we aren’t the game-playing type, are we?), but between what little we say and what they need to know in order to make the decision to marry you.

Just look at all those press releases about awards you received in the last ten years. Look at the reviews about all your products. Look at that blog your team has written that you have been diligent in publishing once a month, whether you had something to say or not. Look at that brochure about your commitment to…something.

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