We as recruiters have seen that candidates are struggling to differentiate themselves from others within the candidate pool, especially more experienced professionals. Personal branding has become a popular concept as a means to communicate differentiating skillsets, demonstrate thought leadership and market niche specialization. Both old and new tools are being leveraged in those efforts, including blogs, social media, online reputation management, PR 2.0, etc. The purpose of this group is to discuss how these personal branding efforts affect our recruiting strategies and processes. How do we leverage these new sources to identify and evaluate candidates? How do we push these new forms of candidate information through the interview process to the decision makers? How can we integrate the personal branding efforts of our employees in our overall employment brand?