Marie - yes the President's Hiring Reform Memorandum of 2010 was pushing for streamlined processes - however, from what we've seen the limitations from a technology stand point have really limited many agencies from implementing some of these changes - I think the time has changed now, new tools have come in to help agencies implement some of their reform ideas.
Agree with you that the content has to be current and accurate. Those fundamentals, along with active communication through the process are important.
One of our very early customers many years ago in the Automotive sector used to say to us..."even if we don't hire them, we still want them to buy one of our cars". I think that is a nice way to think about it. Every applicant experience impacts their perception of the Federal Government as a whole.