There was a time when hiring the best people just needed a great brand and a promise of a good career. Times have changed. Today it takes more to get the interest of the best candidates. The company needs to have attitude, the brand needs to be identifiable, and the message needs to be the right one and truthful to the new candidates as well as to the current collaborators of the company. It takes creativity, ingenuity, and good sense to be able to highlight a brand, in front of the competition, when it comes time to hire the best candidates.