Employer branders are expected to master an insane breadth of platforms, channels and tools, many far afield from any core recruiting or sourcing skills (here’s a list). When we get a new tool, we usually do the 101 thing, get it set up and get on to the next thing without diving too deeply into the mechanics and strategy. Which is why I really liked this article (and video) on email automation, which really has more of a 301 feel than most articles on the subject.