Selecting the right key words is critical to achieving visibility in online searches. Ms. Kory recently learned that rather than pull in buyers, creative copywriting can keep them away. "I have a wonderful apartment on Central Park West that has park views," she said, referring to a two-bedroom prewar co-op apartment currently listed at $4.15 million. "I was so tired of using the words 'park views' that I decided to write 'park vistas.' But it didn’t show up on any keyword search. People would type in 'two-bedroom Central Park views' and ours didn’t come up."

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Take a look at company career pages these days: Have many - any? - changed the message to reflect the new economy or are so many still world class with world class benefits? Are recruiters still using the same old superlatives when speaking about the opportunities or the company? Does anyone check for divergence between the reality, the website and the recruiter?

I wonder what some of the bailout recipients say on their career pages???

Here's AIG:

Imagine a family of associates from virtually every corner or the world, working together with a shared vision: to create unmatched value for our customers, colleagues and shareholders.

That's what it's like at AIG.

Here, within our workplace, talent is rewarded, creativity and decisive action are encouraged, and thoughtful initiative is second nature. More important, the dynamic energy at AIG extends beyond our professional lives.

It is our belief that our talent and success can make a difference in the communities in which we work. An attitude of collaboration inspires our business at every level. And that's made possible by people like you.

Uh huh

Let's look at Citigroup:

Global Wealth Management...Comprising three of the most respected brands in wealth management - Citi Private Bank, Smith Barney and Citi Investment Research – we’re a top-tier global wealth manager, providing some of the best institutional capabilities available today. Serving both private and institutional clients, we tap into the immense strength and resources that characterize Citi, in order to maximize value and service.

Fascinating

GM: I had to check out what GM says about their Global Finance Jobs...

We've knocked down the walls of conventional financial thinking - offering diverse careers within Global Finance that profoundly impact the success of GM. To achieve this success, each group works in unison with others to help ensure the financial wellbeing of General Motors.

Wellbeing was written just like this; I guess they pink slipped the copywriter.

Tsk, tsk, tsk.