New job candidates with new preferences mean that employers must adapt their recruiting approach. Lorenz V. Esposito of Potentialpark suggests four steps for optimizing the candidate journey to hire the best talent.

Most companies feel the pain of the war for talent because they have not optimized their communication from a candidate’s point of view. Employers lose applicants for all the wrong reasons. And often they don’t even know it. Mistakes that could be easily avoided.