Jason McDowell, an HR manager with Prime Banking and Consultancy, switched from the traditional recruitment methods he had used successfully for over a decade to using the internet as a platform to advertise job openings. He feels that this change enables him to portray his company's culture in a way that appeals to the younger generation who are avid users of these sites. Additionally, it helps him target the younger generation of potential candidates who are required to fill the positions that are becoming vacant as employees of the baby boomer generation are set to retire. It also helps him minimize costsa crucial benefit in the uncertain economic conditions that are prevailing. His ability to alter his methods to suit the external factors affecting the organization reflects the area of HR function that Ulrich referred to as the