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AI is changing recruitment marketing – your next move

AI recruitment marketing is the application of artificial intelligence in the recruiting process to attract and engage potential candidates. It involves using AI technologies to analyze job market trends, create targeted job advertisements, improve candidate sourcing, and enhance the overall recruitment strategy.

Alexandros Pantelakis
Alexandros Pantelakis

HR content specialist at Workable, delivering in-depth, data-driven articles to offer insights into industry and tech trends.

AI Marketing for recruitment

Many recruiters are eager to adopt new technologies that can improve their workflow and streamline time-consuming and tedious procedures.

AI marketing for recruitment is evolving rapidly, and it is essential to stay up-to-date with these changes.

Recently, we had the opportunity to watch a very insightful interview organized by Hung Lee, the Curator at Recruiting Brainfood, with guests such as Steven Rothberg, the Founder of College Recruiter among others. They discussed how Google’s AI search is transforming recruitment marketing.

Recruitment marketing has gone through some major changes lately, which means that there are some new challenges and opportunities for all you HR professionals and small business owners out there.

We decided to elaborate more on this and help you out with the most recent updates.

Recruitment marketing hits a new level

There has been a lot happening in recruitment marketing lately, wouldn’t you agree?

The significant increase in the use of artificial intelligence and machine learning, the central role of employer branding, the automation of communication processes, the emphasis on sharing candidate experiences, the implementation of personalization techniques, and the growing utilization of video for engaging and interactive content are some of the trends that we can see happening now. You may know all these features if you use an HRIS.

While all of these things are grabbing our attention, we are constantly being in front of new developments that take recruiting marketing to new levels. This is what makes working in HR so exciting today.

Actually, these trends indicate a shift towards more efficient and targeted approaches in attracting and retaining top talent, as well as adapting to the changing dynamics of the job market.

But, how google AI is changing the way we work? Let’s find out.

Related: 11 recruitment time-saving tips for the overburdened recruiter

Google AI search for recruitment marketing

The rise and development of numerous LLM tools in the market is forcing companies to be aware of their next steps as it will have a significant impact on their way of working.

ChatGPT is changing the way we search online by introducing a conversational way of gaining information just by asking.

Google AI may have arrived late, but it will attempt to expand this conversational type of searching to new levels.

That being said, in terms of recruiting, this may mean that Google AI promises to assist you with more visibility if you optimize your job ads with relevant keywords and attract talents for your pool.

Google’s generative experience aims to enhance the user experience by providing comprehensive information directly in search results, eliminating the need for navigation across multiple websites.

If we want our company and job briefs to be displayed in Google AI search results, we must redefine our recruitment marketing strategy.

And it all begins with your employer branding. Let’s see why.

Employer branding & AI Marketing

In order to achieve better results, we must redefine our recruitment marketing strategy. And it all begins with your employer branding. Let’s see why. Employer branding.

Imagine a potential candidate searching for your role and company.

Conversational AI tools may gather information about the company, reviews, and publications available online, and provide outcomes.

We need to produce content and build an identity that showcases what we want to display about ourselves to the world when these search engines gather critical information about us.

By saying that, we don’t mean to manipulate the procedure, just to pay attention to your work and your brand’s value.

“It’s a tremendous way of getting your brand known to people who might be in your future talent pipeline, but they’re not actively looking for jobs right now”, states Steven Rothberg, College Recruiter in the aforementioned interview.

“It’s a tremendous way of getting your brand known to people who might be in your future talent pipeline, but they’re not actively looking for jobs right now”, states Steven Rothberg.

“If people don’t know the industry sector, they’re just gonna pick out the top brands and they’re gonna say this is the best ones” adds Hung Lee, Curator at Recruiting Brainfood, to the discussion.

From a different perspective, Neil Patel, SEO expert, comments about the Google AI Search: “You can and probably will lose some traffic from this. But at the same time, it will create a better experience for people using Google, which will cause Google’s overall traffic and usage to go up, which should help you continue to get a lot of traffic from Google and potentially even more”.

It becomes clear that keeping up with the latest developments in marketing during the era of generative AI will effectively aid your recruitment efforts.

Adapting recruitment marketing strategies

As the landscape continues to evolve, marketers and recruiters need to adjust their strategies accordingly. It’s essential to optimize content, such as job postings, career pages, and employer value propositions (EVPs), to make sure they’re visible and engaging in search results.

Using images and videos can also help grab users’ attention in the era of generative AI.

The introduction of Google’s generative search experience creates uncertainty for companies in terms of how to adapt their recruitment marketing strategies.

To differentiate themselves and provide a unique user experience, companies may need to

  • Invest in interactive content on their career pages. This could include calculators, career mappers, psychometric tests, or other engaging tools that can only be consumed on the website
  • Create career pages that will play a crucial role in the validation process for candidates. Instead of being a primary discovery platform, career pages will serve as a place for candidates to verify information about a company and assess whether it aligns with their needs and preferences
  • Incorporate conversational elements, such as chatbots, on their career pages to facilitate interactions with candidates. This will allow candidates to ask questions and receive personalized responses, enhancing their engagement with the company’s brand

In order to provide relevant information to both candidates and search engines, companies should focus on creating rich content, including:

  • videos
  • audios
  • blog posts
  • employer value propositions (EVPs)

This content will be crucial in shaping the conversational experience and ensuring accurate information is presented by generative AI systems.

The more value you invest in your brand, your copies, and your user or candidate experience, the more AI search tools will extract information from your company to the audience.

But it’s time for a disclaimer now.

The blur line of AI search profit

It appears that there is another game-changing development on the horizon, and this time it’s all about profit. The new era of search engines is keeping their income generation methods under wraps for the time being.

Once we gain a clear understanding of how they will generate revenue, it will mark a new chapter in the world of recruitment marketing.

The balance between organic search and paid search in the AI era will play a significant role in shaping people’s perceptions of the information.

Additionally, the budget of an AI ad campaign will decisively determine how recruitment marketing and digital marketing, in general, will take place.

The importance of human expertise

While AI-driven recruitment strategies offer numerous benefits, human expertise and recruitment agencies would continue to play a crucial role in the recruitment process.
These entities possess valuable information and intuition that AI cannot replicate. Smaller companies may need to leverage networking, offline marketing, and specialized service providers to compete for candidates, while larger companies with more resources can invest in AI-driven recruitment strategies.

Remember that all of these AI tools are making our workflow more efficient by providing automations that save time for us to focus on more important tasks.

Perhaps now we can concentrate more on our efforts to produce more value for our clients and our company, and view all these changes as an opportunity to do so in a more digitized way.

Hopefully, all these efforts will pay off in the long run of AI search.

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