COMPETING FOR TALENT REQUIRES BRANDS TO STAND OUT AS EXCEPTIONAL Hyatt Hotels Corporation faced a recruiting challenge not uncommon to organizations with a reputation for delivering a high level of care to their customers and employees. The international hotel company, which has 750 properties in 55 countries, wanted to ensure candidates applying for jobs at the organization experienced that same type of white-glove treatment when moving through the application process at Hyatt. Recruiting leaders at Hyatt understood any friction encountered by job seekers in that search-and-apply process could prompt desirable candidates to drop out and create a perception that worked against Hyatt’s standing as a world-class guest service brand. Hyatt had an aging career site and inefficie

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