Competition for top talent is fierce - you have shrinking unemployment rates, widening skill gaps, and a list of open req's that never ends.  Nowadays, you just can't afford to go fishing in the pool at a given time and pray for the purple squirrel.  Organizations need to position themselves as 'the place' that passive (and highly skilled) job seekers are attracted to.

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In many companies, customer service reigns supreme in guiding product, process and performance decisions. Alternately, many consumers claim loyalty and public affection for companies that deliver top-notch customer service; it is the currency of growth, longevity and competitive advantage. Consider for a moment... What would happen if you treated job candidates with the same reverence that you treat your customers? 

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