Stop Recruiting. Start Marketing.: Build a Candidate-Attraction System with Funnels, Channels, and the True Cost of a Hire (Paperback) (ISBN-13: 9798184809861)

I've reviewed hundreds of career sites and job ads from my students' companies - across twenty years inHR and more than 150,000 professionals I've trained. The same failure shows up almost every time.

The recruiter writes a job ad that reads like a court summons: a wall of requirements, nothing about pay, nothing about the team, no reason to apply. They paste it to five job boards. They wait a week. Then they startcold-messaging strangers on LinkedIn and call that a strategy. Meanwhile a strong candidate clicks theposting, scans it for four seconds, finds nothing worth staying for, and closes the tab. You never see them.They don't appear in your ATS as a rejection - they were never there.

It keeps happening because recruiting still treats hiring as a sourcing chore instead of a marketing problem.Marketing solved this decades ago: describe your audience, build surfaces that convert, measure everychannel from first impression to final hire, and spend the next dollar where the last one worked. Recruiting hasall of those tools and uses almost none of them.

What works:

• The Hiring Funnel - every channel measured from impression to hire, the way marketing measuresrevenue
• The Career Site Conversion Audit - turns your careers page from a brochure into a landing page
• The Referral Engine - a system employees actually use, not a forgotten bonus policy
• The Channel Scorecard - kills the boards that burn budget, feeds the ones that deliver

What doesn't:

• Posting and praying
• Raising the referral bonus instead of fixing the process
• Buying more LinkedIn seats to out-message your competitors

The system in this book is what I've watched work across companies from Alfa-Bank to Wargaming and Preply.Sixty ready-to-use templates inside - no downloads, just turn the page.

A recruiting agency charges 15-25% of one year's salary to fill a single role. The other titles on this shelf arestrong on employer-brand philosophy and thin on what to do Monday morning. This is the build manual.

Stop recruiting. Start marketing. The funnel is in the book.