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Picture this:

A person is going fishing for the first time. Let’s call him Pete. Pete has no real clue what fish he wants, where to find it and what bait to use. So he goes to the most obvious place just outside the harbour where he sees many others fishing. And he uses the cheap, standard bait he bought and then wishes for the best.

Since everyone else is fishing at the same place, there isn’t much fish left, and the ones that do get hooked, are mostly general fish that come in large numbers.

Since Pete doesn’t really know what fish to look for, he is happy if he catches any fish at all. But he’ll probably end up spending hours and hours of ‘fishing’, and then return home empty handed. Let’s hope for Petes’ sake that it was a nice evening on the sea instead.


Then picture this:

A fisherman has spent most of his life fishing. His name is Paul. Paul knows every corner of the sea, where to find all sorts of fish and seafood, and how to catch them. He has all sorts of different special baits and fishing equipment that took him years to collect, and he spends all day long exploring and mapping the sea – its constant changes and its inhabitants. To Paul, fishing is an art and a craft, and he loves to continuously refine it as time goes by.

When Paul goes fishing in the morning, he is not looking for regular fish. He wants that rock-and-roll special fish that is really hard to catch, because there is so few of the kind, and because they are not attracted to most baits. But the experience he has gives him a clue of what might attract this very rare fish, and where to go look for it. So, it’s just a matter of time until he succeeds.


Now, compare this with recruitment and employer branding. I don’t think I need to explain the similarities as I’m sure you’ve understood my point by now.

So, here are three golden rules for a successful recruitment:

  1. Know what to look for
  2. Know where to look for it
  3. Know what attracts it (or better yet: BE what attracts it)

Just like good fishing, good recruitment takes skills, time and experience. But it will be well worth the effort, as finding these rare and special people will be an advantage that will make your company stand out from the others in the end.

If you’d like to learn more about recruitment and employer branding and how you can use it to your advantage, send an email to

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