It is better to not be on the web than to be on and not know why John Sumser Reality is more complex than it seems. It's better to do a few things really well than than to do a lot of things badly. If you can't make the necessary commitments of time and energy to your electronic marketing efforts scale back your plan. Developing an Employment brand involves making a multi year commitment.
Brand development involves the repetition and fine tuning of the same message over time.
The hook phrase was repeated in all sorts of communications media over the course of 20 years. Consistency, Targeting and Repetition are the necessary baseline. The difference between the Army's monolithic campaign and effective contemporary campaigns is that today's market environment requires tailoring of the message and value proposition at the department level. Attracting and retaining Potential Candidates is critical. The best approach to defeating the daily assault of new challenges is to embrace marketing's oldest golden rule - the customer is always right and applying it to Potential Employees.