The New First Impression: Recruitment Marketing for an AI-Assisted Job Search
Candidates are forming opinions about your organization long before they apply. They search online, scan job posts, read reviews, check social media, and increasingly use AI tools to decide which employers are worth their time.
Too often, companies focus on filling the role without checking what candidates see first. The result? Vague messaging, generic job postings, outdated online presence, and trust gaps that quietly push good-fit candidates away.
In this practical session, Terra L. Fletcher will show HR professionals how to evaluate recruitment marketing through a candidate’s eyes. Attendees will learn how AI is changing the job search, what today’s candidates need to find and trust an employer, and how to make their organization easier to understand, believe, and choose.
Participants will complete a simple recruitment marketing audit and leave with a one-page guide to improve job posts, employer brand messaging, digital presence, and candidate communication.
Key Takeaways & Learning Objectives
- Understand how AI, search, and online reputation shape candidate decisions before they apply.
- Identify trust gaps in job posts, employer brand messaging, reviews, social media, and website content.
- Use a simple audit to make your organization easier for candidates to find, trust, and choose.
Featured Speakers
Terra L. Fletcher
Founder and Fractional CMO of Fletcher Consulting
Terra L. Fletcher is a fractional CMO, author, and professional speaker who helps organizations become easier to find, trust, and choose. With 19 years of marketing and communication experience, she works with leadership and HR teams to clarify messaging, strengthen employer brand, and improve how candidates, customers, and communities experience an organization before the first conversation.
Founder of Fletcher Consulting, Terra works with B2B, manufacturing, and service organizations on visibility, reputation, recruitment marketing, rebrands, and growth strategy. She is the author of Flex Your Communication, Flex the Freelance, and Flex Your Marketing, and has delivered more than 300 presentations for business, association, nonprofit, workforce, and industry audiences.
Terra’s sessions are energetic, interactive, and practical. She makes complex branding, recruitment, and communication concepts clear, relevant, and actionable, equipping attendees with tangible tools they can use immediately.
This program has been approved for 1 HR (General) recertification credit hour toward aPHR®, aPHRi™, PHR®, PHRca®, SPHR®, GPHR®, PHRi™, and SPHRi™ recertification through the HR Certification Institute.
Additionally, this program has been pre-approved for 1.0 Professional Development Credits (PDCs) by the Society of Human Resource Management.
