The term guerrilla marketing is a concept that was first popularised by Jay Conrad Levinson in his book in 1984. At its core, it involves catching the attention of your audience with your message when they are not expecting it. Lemon Tree Hotels, a Great Place to Work® Certified Organization, uses recruitment cards to assist in talent acquisition. These are the size of visiting cards and come in red, green and yellow, Lemon Tree’s brand colours. The main intent behind these cards is to hire people who went out of their way to provide good service and really made an impression. When an employee sees someone (for instance at a coffee shop) going the extra mile and could be hired, a recruitment card is shared, instead of the personal business cards. This helps maintain anonymity and also points the prospective employee in the right direction to establish formal contact with the organization.

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