The war for talent is omnipresent. Skills shortage leads to a situation where companies slip into the role of applicants - and job seekers are the ones to choose. This switch on the labour market has visible impact on many companies' recruitment efforts. Especially on their corporate career websites, companies try to show their best sides. This is where employers can present themselves as positive and authentic as possible. Most important, this is where companies can surpass their competitors. Building rapport seems to be one of the biggest challenges in order to attract the talents of the online generation. It is no longer sufficient to give information on actual vacancies. It is essential to really connect, to build a relationship to potential applicants. A challenge which companies meet by including innovative elements on their career sites - elements which give visitors a feeling of personal touch, supportiveness and even responsiveness.