I stumbled across this through Google. It is for the London Ambulance Service. It certainly shows a difference you might see between what you hear at your current job and what you might experience with them.What are you recruiting for right now and what do they encounter out of the norm in their day to day life? What makes this position so different from others? Keep that in mind when you work up your ads. It is not just the company you can differentiate but what candidates gain from the position at your company.
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