According to a survey conducted by Corporate Responsibility magazine, 75% of Americans wouldn’t take a job with a company that had a bad reputation, even if they were unemployed. With the top candidates getting a choice in where they work, your employment brand makes a huge difference in whether top candidates flock to your company, or whether you continue to attract more mediocre and under qualified candidates.

In the recruitment space, we’re constantly hearing about active versus passive candidates and, to complicate things further, we’re also starting to hear about semi-active candidates, tiptoers, and more. The fact of the matter is that you’re really just trying to find the best candidate, and that candidate may be unemployed, employed but looking, employed by not looking, or employed and not open to a new opportunity. You won’t know until you find, and speak with, them. But the different types of candidates have different motives and levels of interest, so your recruitment strategy must appeal to each group so you can effectively find, recruit and hire the best candidates.