When Speed Meets Soul in Recruitment Advertising

In the fast-paced world of recruitment advertising, efficiency is crucial. Artificial Intelligence (AI) has undoubtedly transformed the way we approach certain tasks, making it easier than ever to generate job ad copy with just a few clicks. Many platforms, such as Indeed, now offer AI tools that promise to handle the heavy lifting, delivering job descriptions in no time. But is AI really the ultimate solution when it comes to crafting effective recruitment copy?

The Power of AI: Speed and Convenience

There’s no denying it—AI is fantastic for completing quick tasks. Need a basic job description drafted in seconds? No problem. AI can rapidly pull together the essential information, so you’re not stuck starting from scratch every time. It’s a lifesaver for those repetitive tasks where speed is more important than creativity.

Indeed, for example, has integrated AI tools designed to streamline the process even further. At first glance, these tools seem like the perfect solution for busy hiring managers juggling multiple roles. And for those without access to a dedicated copywriter, it may feel like a quick fix for getting the job done.

But There's a Downside...

Here’s the catch: AI-generated copy often lacks the personal touch needed to connect with your audience in a meaningful way. Indeed’s AI, for example, tends to have a distinctly American tone and is often loaded with buzzwords that might not sit well with UK candidates—or worse, might even put them off. Phrases like “rockstar employees” or “hit the ground running” might sound impressive, but are they aligned with your brand’s language? More often than not, these automated tools struggle to capture the unique voice and tone that makes your business stand out.

Moreover, AI doesn’t fully understand your Employee Value Proposition (EVP). It can’t truly grasp your company culture or how you want to position your business to prospective candidates. That’s where real copywriters come into play.

The Human Touch: Adding Personality and Brand Voice

While AI excels at handling the basics, it’s people who bring advertising copy to life. A skilled copywriter understands not just the technical details of a job but also how to craft messages that are clear, engaging, and specifically tailored to your audience. Human writers can add humour, personality, and the quirky details that stick in candidates’ minds—without straying from your EVP or brand guidelines.

Copywriters can adapt tone and language depending on the platform or role, whether you need a formal approach for a corporate role or a more playful tone for a customer-facing position. They strike the right balance, ensuring that your message resonates with the right people.

AI Isn't Going Anywhere (But That's Okay!)

AI certainly has its place. For quick turnarounds, AI-generated copy can be a massive time-saver, and it’s clear that all major media platforms are integrating AI in some form. Whether through predictive algorithms or content generation, AI is here to stay. And, in some cases, it can be a great starting point, especially when staring at a blank page.

However, as the world becomes more automated, human creativity becomes even more important. Your brand is more than just a collection of words; it’s a voice, a personality, and an identity that resonates with potential candidates. While AI can help you quickly get words on the page, only a human can make those words truly connect.

Striking the Right Balance

So, what’s the solution? As with most things, it’s all about balance. AI can handle the basics, but when it comes to crafting job ads that reflect your EVP, attract the right talent, and stand out in a crowded market, you still need skilled copywriters to get the job done well. The key is knowing when to use AI and when to bring in a human expert.

After all, even the best tools need someone who knows how to use them effectively.

At Further Media, we champion the value of human creativity in recruitment advertising. While technology continues to evolve and offer new tools, there's nothing that can replace the power of a well-crafted message tailored to your audience.

We believe in striking the right balance: using technology where it helps but relying on real people to bring your brand to life. It’s this human touch that ensures your recruitment advertising truly connects with the right candidates and makes your business stand out.