For years, recruitment marketing strategies have been built around a familiar set of rules: optimize your career site, rank well in search results, and ensure candidates can find you. But those rules were written for a world where Google was the gateway.

That world is changing. Candidates are increasingly turning to LLMs like ChatGPT and Claude to research potential employers, asking detailed, conversational questions about culture, benefits, and working environment. And the way those tools surface information is fundamentally different from traditional search. The content that performs well in Google often doesn't translate, and organizations that have invested heavily in their employer brand discovery may be largely invisible in this new landscape.

So what does it take to show up when candidates are searching in LLMs?

My guest this week is Graham Thornton, President of Consulting and Growth at Talivity. In our conversation, he explains how candidate discovery is changing, why existing SEO thinking doesn't apply, and what organizations need to do differently.

In the interview, we discuss:

How AI is disrupting recruitment marketing
The new uneven playing field
Content and context
The importance of structure and specificity
How third-party content is influencing discovery
How are job seekers now searching?
New ways of measuring ROI
What will the future look like?

Follow this podcast on Apple Podcasts.

Follow this podcast on Spotify.