On May 29, 2024, I hosted a full-day session of a virtual event on recruiting and sourcing. As the theme of the June edition of Talent Acquisition Excellence magazine is ‘Recruitment Marketing’, I’d like to share the key insights on recruitment marketing content creation from the breakout session of the event, titled ‘Leveraging AI for Recruitment Marketing Content Creation’, led by Cam Moore, Employer Brand & Recruitment Marketing Program Manager at Snapchat, Snap Inc.
 

For those, who missed the session, you can view an archived recording here.

Cam Moore came highly recommended by members of the Talent Brand Alliance (TBA) who have attended Cam’s previous speaking sessions in their community. As promised, Cam certainly delivered.

He is an engaging and fun personality and brings a unique perspective on recruitment marketing from his background as an artist in the entertainment industry. Cam focused his session specifically on the topic of leveraging AI for recruitment marketing content creation.

Before delving into the key points I gathered on recruitment marketing from the session, let me offer some context.

Cam Moore opened his session with a general introduction to the top 4 ways all types of marketers use AI and how recruitment marketing content creators can use AI:
1) generate ideas, 2) write copy, 3) create marketing images, and 4) summarize texts into key points.

Here are my top 4 takeaways from this session:

1) Generative AI can be used for job descriptions that embrace a true skills-based hiring philosophy. During the presentation, Cam discussed how AI can be used by recruitment marketers for idea generation. After giving providing some fundamental concepts on how ChatGPT prompts can be used by HR and TA marketing practitioners, Cam proceeded to use the rest of his presentation on the practical and engaging idea of using a fictional example of a Pet Dating App.

He outlined a few ways a marketer might use AI to create content, including recruitment marketing content, for this fictitious business. Cam generated a list of four skills that might be needed for this business to hire a marketing executive in the entertainment industry. This allowed the fictional employer to embrace skills-based hiring rather than experience-based hiring by requiring industry experience and writing job descriptions based on the industry of the employer.

2) Generative AI can be used by recruitment marketers, HR and TA practitioners to generate job descriptions and other types of copy such as employer and corporate branding content. After generating a list of skills for the fictional companies needed for a marketing professional, Cam proceeded to demonstrate how those marketing skill sets can be attached to generating a marketer job description consistent with employers’ needs, rules, and standards.

He later provided a compelling example tailored for employment branding professionals, showcasing an AI-generated list of the top 10 benefits of owning dogs and cats as pets.

3) Generative AI can be used for effective recruitment marketing image generation, but practitioners need to be careful. Continuing with the Pet theme throughout his presentation, Cam used an example of generating AI images to show in practical real-life ways, how simple prompts can generate great AI images for recruitment marketers.

Specifically, he prompted Adobe AI to show an image of “a black cat in the forest overlooking a castle, dark background and space for text.” Additionally, Cam used helpful real-life examples to warn marketing professionals of the risks and downsides of generative AI images. He advised practitioners that AI is programmed to mimic and copy several things.

Therefore, if certain images are too heavily influential on the final AI product, especially when specifically prompted to use a specific image as a sample, it can very easily result in theft and copyright infringement of another artist's work, even if the final image was drawn by generative AI technology.

4) Generative AI is ideal for taking the larger universe of knowledge and content and easily turning it into a summarized and digestible format. Cam used a hypothetical example of a talent brand strategist for the fictional Pet dating site to put together an entertaining list of the top 5 benefits to employers and employees of allowing pets in the workplace.

With this example, Cam demonstrated to recruitment marketing practitioners that contrary to the myth, AI in fact can be used to generate fun and entertaining content, not just bland and generic content.

Overall, it was a great experience hosting Cam Moore and introducing him to the HR.com community for the very first time. He possesses a wealth of knowledge and engages his audience with great vigor and energy. His presentation included numerous practical examples that offer actionable recruitment marketing insights applicable to practitioners in their everyday work.

As a recruiting practitioner, I primarily assess presentations based on the practical, real-life takeaways I gain rather than theoretical or aspirational knowledge. Cam Moore delivered immensely for the HR.com recruitment marketing community. This session comes highly recommended for anyone interested in leveraging generative AI for recruitment marketing or talent acquisition content generation.

Author Bio

Evan Herman is Chief Evangelist, TA Tech & Services Marketplace, at HR.com.

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