The Anatomy of Buzz Revisted - Emanuel Rosen's update

Recruiters who are good, really good at what they do must be masters of buzz. It is the reason I wrote about Emanuel Rosen's first book, The Anatomy of Buzz, and why I think his second tome -- with more than one hundred new interviews with thought leaders, marketing executives, researchers, and consumers -- is worth a read.
The Anatomy of Buzz Revisited details the many reasons why simple "word of mouth" is never enough to grow your recruiting practice. You need to get more positive word of mouth than is typical for someone in your position . . . and since word of mouth fades over time, you need to employ triggers to keep your supporters talking up your brand, whether you work in recruiting on the employer side or the search firm side.