During the heady days of the dot com boom, there used to be a term known as ‘employer of choice’, implying an organization which attracted best talent. Yet those were remarkable days of extremely low unemployment, quite different from the more stable present world. In order to excel at talent recruiting, firms no longer need to dole out ridiculous perks, yet they must outperform their rivals in various ways. Company performance matters as all employees wish to associate with winners and successful firms rather than those which aren’t. In case the company can’t offer anything remarkable, the firm will simply have to settle for what’s best on offer.