Brand your company as a great place to work.

If you don’t tell your story, others will do it for you—and it likely won’t be the narrative you want. Having an attractive careers website was a prerequisite 10 years ago, but it’s time to up your game. Not only must you use your site as a platform to showcase what makes you special to potential candidates, you also need to carry that brand message through all your marketing materials, across social media channels and in the stories you share in person. For example, you might post written and video testimonials on your website and social networks from current employees explaining why they enjoy their jobs. Doing so will create an image among prospective hires of what it’s like to work for your company.

"When we went out into the marketplace, the only recognizable part of our name [was] Duke and everybody already had a brand perception of us," Hedrick says. "We’ve had to work tremendously hard creating a communications strategy for potential hires and then [using] it to share with those folks who we are and why we’re a great place to work, which is paramount for recruiting success." She says the networking cocktail parties her team launched allow potential hires to meet others they may one day be working with, which humanizes the recruiting message.