The U.S. Marine Corps woos potential recruits by presenting an array of tags that have benefits written on them, such as "challenge," "pride of belonging" and "educational opportunities," writes Trish McFarlane. Candidates are asked to choose the tag that resonates the most with them, and the recruiter launches a pitch based on whichever tag is chosen. Organizations should follow a similar strategy and come up with their own tags, McFarlane writes.

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