Given the "war for talent," organizations spend time developing an employer brand that will be attractive to prospective employees. They frequently work to get on Best Places to Work lists and to communicate their value proposition (great pay, benefits, working conditions, opportunities for advancement, social responsibility, etc.).

1. Some organizations do not have what one might consider an attractive employee value proposition. For example, new recruits into the United States Marine Corps will not typically be met by compassionate bosses (think about the drill sergeants you've seen in movies), great pay, or great working conditions (i.e., a real risk of being killed on the job). How can an organization such as the Marines or others (e.g., call centers, prisons) recruit candidates when they would not be seen as particularly attractive to the average job seeker?