Stories are one of the earliest social tools to unite people towards a common goal. Organizations have been telling great stories to their potential customer for years to build the brand over time. Most organizations start engaging potential customers even before they express interest in buying a product, but, they do not start engaging with potential employees until they apply for a job. Zappos stopped posting jobs on career sites and set up a Zappos Insider Program. Instead of applying for a job, job seekers can now introduce themselves and become “insiders”. Zappos Insiders are people who might want to work for Zappos sometime down the road. It’s a way for people to stay in touch and learn more about the organization’s culture even before applying for a job. Most people sign up to receive updates through social networks or emails.

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