Now more than ever, hiring managers are checking references. Why? Because they just don't trust all the digital personal branding and subjectivity that goes into it. First, there's the fact that you can make up stuff about yourself. People lie all the time about their experience, their degrees, etc. Second, a lot of job seekers think they are more talented than they really are. Hiring managers want to validate what they are seeing and hearing in interviews to make sure it's not hype.
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