"Fax in your resume" - Are you kidding me???

Employer and company branding is a hot topic on many blogs and recruiting web sites.  With as competitive as the marketplace is for the top tier talent, you must make every effort to create an image of a great place to work for today’s highly technical folks.This morning while driving into the office, a commercial caught my attention.  There was a great 30 second bite about a local technology firm explaining about their great benefits, great training and their cutting edge projects.  After this great lead in, the closed the commercial with, "Please fax your resume to HR at xxx-xxx-xxxx."  FAX MY RESUME??? WHAT TECHNICAL CANDIDATE EVEN HAS A FAX MACHINE?  In my opinion there is no valid reason for a company to even own a fax machine.  I must admit that we still deal with one, because of the government security paperwork requiring the signature, but I see even that on the way out.  Most printers do have the scanning feature that techs own, but even that doesn't make sense.   The scans can't be translated into most ATS, efficiently.  WORD is the way to go.My point here is, if you are spending a lot of money on building a brand and image with potential candidates, don't blow it with an out dated recruiting process!