I DON’T NEED TO SELL THE COMPANY TO CANDIDATES, THEY SHOULD WANT TO WORK HERE: Yes, I have had a hiring authority really say this to me, and during a tight labor market. I do a lot of direct recruiting, which means I am hitting passive candidates, often without a resume updated. To the recruiting world, passive candidates are a primary target and require a company to be completely engaged in attracting them. Even with unemployed candidates there should be an effort to educate them on the company, which usually includes selling it. In this case, they hired the one who came across the most interested. The strongest candidate was ruled out over not acting interested enough. They had updated a resume, taken time off to interview, but that didn’t seem to register. The candidate lasted about a year, which is a hiring fail. (this is also why headhunters do not like guarantees, we don't pick the candidate we think should get an offer, so we are guaranteeing the clients hiring process to some degree). I have also seen this mindset with large well branded companies. Not only do some not try to sell their company, but they also give a low-ball offer and then say, well you get to work for us! As we move back towards a tight market, be prepared to let candidates know why they should want to work for you, and that does mean selling your company.