If you’ve been in the hiring world for long enough, you probably have an ingrained belief that a phone call is far more personal and professional than a message. But that mentality is a bit, well, old fashioned these days.

You hear so much noise in the business world about offering customers an elevated experience. But don’t forget, your employees are a kind of customers too. Recruiters act as an arm of your sales team, vetting potential hires and giving them star customer treatment along the way.