Today's candidates think and act like consumers.

That means they’re doing a lot of research on a company before they even decide to apply (hitting as many as 16 points, according to CareerBuilder’s 2016 Candidate Behaviour Study).

So, while candidates are acting like consumers, hiring leaders must adapt—and start acting like marketers. Part of this requires developing a budget that can support your recruiting efforts every step of the way, from awareness to advocacy.