Can you hire top talent to work at a ‘no-name’ company?

Fortune

Dear Annie: A few months ago I was put in charge of recruitment for a relatively small but fast-growing financial-services company, and I couldn’t help noticing at career fairs this past spring that people were flocking to booths run by our much bigger competitors, who have been around longer and do things we can’t afford, like national TV advertising. We treat our employees really well, easily on a par with the employers on Fortune’s Best Companies list, but we need to raise our profile in the job market and make more people aware of the opportunities here.

We have an employee referral program that is working great. But what other ways are there for a no-name company to get a reputation among top-notch candidates as an “employer of choice,” without busting the budget? — Hopeful in theHeartland

Dear H.H.: What you’re hoping to build goes by the…

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