n a sluggish economy, keeping forward movement requires more than just strategy. It requires smart staffing. Pink slips recently have become the unpopular confetti of choice in e-commerce, and knowing which ones to pick up and which ones to leave on the side of the road is one of the keys to sales growth and quality customer service.

Make no mistake - recruiting is selling. It is also time-consuming and sometimes slow to show ROI. In order to extrapolate maximum benefit with minimum loss, consider these guidelines:

Identify your needs. List not only the number of people you want to hire but the qualifications they need to promote your business. Communicate your culture to your candidates. Paint a clear picture of what your business is all about. Compare business models. Make sure the people you hire have similar philosophies and motivation. Look to hire action figures, not stick figures. Smile, you're on candid camera - be honest about your financials, both present and future. Rose-colored glasses cloud this competitive market. Details, details, details - find out as much as you can about the candidate. Ask for references. Contact all referrals you're given. Ask the unexpected and be ready to answer as well. Run-of-the-mill questions will get run-of-the-mill responses. Seek versatility. In today's downsized workforce, successful candidates are front- as well as back-office savvy. A small but multifaceted staff can equal big service. Offer serious opportunity. Lose the smoke-and-mirrors sales pitch. Gimmicks are for those get-rich-quick candidates who are rarely dependable. Long-term employees look for solid commitment. Quality of life is paramount. Telecommuting, flexible schedules, family benefits, state-of-the-art equipment - all are essential sales tools necessary to attract today's ISO professional.

Remember, keeping staff is as important as signing staff. You need to wear multiple hats to coach, mentor, care for and feed your team. Be sure to check for weak links and regularly re-oil the chain - those not carrying their weight will bring the others down.

Above all, keep the faith. Show your staff you believe in your company and they will, too.