Understanding your customer is nothing new. It's the depth of the understanding that is now paramount. Marketers and recruiters have a lot in common. Recruiters need to understand our clients; if we are to be the brand advocate then the depth of understanding is vital. Equally, we need to understand what would turn a passive candidate into an active one - what really turns them on. 

From the outside, recruitment looks simple. Take the brief, search your database and send CVs. Whilst there are some recruiters who may do the minimum, the best invest a huge amount of time into understanding the client's challenge/opportunity, understanding the competence and desires of candidates, identifying the pool of talent, attracting both parties to each other and engaging them into, through and out of the process. But at the start we need to truly understand what turns you on.