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Find (and Keep) Top Talent for Your Business (Collection), 2/e by David I. Russo, Hank Stringer, Martha I. Finney, Vince Thompson, Rusty Rueff, Cathy Fyock

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5. Building a Talent Community

Forces in Play: Everyone is available all the time, waiting for the next opportunity to come along and capture his or her attention. The Web is the recruiting weapon of choice.

After the September 11, 2001, terrorist attacks in the United States, the travel industry went through a period of plummeting performance. Airlines, cruise ships, and other recreation industries began laying off hordes of workers to stem their hemorrhaging cash flows. During this period, Royal Caribbean Cruise Lines took an unusual and strategic approach—the company intensified its efforts to build relationships with candidates over the Internet. Why did Royal Caribbean begin recruiting while simultaneously laying off people?

The answer is ...

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