>they respect their personal qualifications enough to expect that they will get hired somewhere just might decide not to apply for the job From my experience p

>they respect their personal qualifications enough to expect that they will get hired somewhere just might decide not to apply for the job From my experience people judge the company both by the hard facts, and also by the feel (impression, emotions) the first contact conveys - usually an ad, or word-of-mouth information. Potential employees will skip over word-of-mouth offers and ads that don't convey the kind of workplace they imagine themselves at. While we may abhor stereotypes, there's often a kernel of truth to them; different professions attract predominantly different characters. The first contact better be tailored to either the prevailing character - or perhaps to the long tail, depending on the current state of jobs marketplace. Point in case, first contact for sales associate ought to be much different - literally "make mad money, meet demanding sales targets, enjoy strong coffee & fast growth!" than for a highly skilled production worker - "good morning, consider joining team of experienced people like yourself; we offer efficient organization, well-supplied workspace and regular working hours, discounted meals and parking space.".