Course HR marketing hiring as a system, not a job ad.

• A career page works like a sales page, not a line on a job board
• A selling job page is built from five blocks: offer, role, team, hiring process, call to action
• How ChatGPT, Perplexity and Gemini find your vacancy and describe it to a candidate
• A clear description structure (headings, key facts, markup) raises the chance of appearing in an AI answer
• A pool of passive candidates keeps people between openings — no starting from scratch
• The page can be built on a website builder without a developer

Result a career page for your vacancy that people and AI can find.

• A candidate persona describes not demographics but the channels, motivations and objections of the right person
• Passive candidates (most of the market) and active ones need different channels and messages
• A channel map: job boards, social media, niche communities (Slack, Discord, Telegram) — for a specific role, not "everywhere"
• The message changes by stage of the journey: awareness, interest, decision
• An open salary raises response and the vacancy's visibility
• AI speeds up audience research: where the persona hangs out and what hooks them

Result a candidate persona and a map of priority channels for the vacancy.

• A job ad is sales copy, not a job description
• A clear prompt of four parts (role, context, task, format) gives stable AI copy instead of random output
• Short vertical video is the leading attraction format in 2026
• AI tools assemble a vacancy video without a film crew
• Employer stories work within an already approved brand, they don't replace it
• A content calendar turns one-off posts into a constant presence

Result a set of AI content for your vacancy across channels.

• Programmatic places your vacancy automatically across many sites — unlike manual buying
• Always-on distribution runs all the time, not in a one-off burst for a single vacancy
• Budget is allocated by candidate quality — by cost per qualified applicant, not by clicks
• Link tags and response tracking show which channel actually brought the person
• Platforms and targeting are chosen for volume and budget, not for fashion
• A test campaign launches with a preset target cost per applicant

Result a launched test campaign with a target cost per applicant.

• Employees are the channel audiences trust most
• A new-generation referral program relies on ready-made content, not "tell your friends"
• Ready posts and templates remove the "I don't know what to write" barrier
• Organic and paid reach on social media solve different tasks and are measured separately
• Ambassadors extend reach beyond their own network
• Advocacy requires employee consent and clear rules

Result a plan to promote your vacancy through employees.

• The recruitment marketing funnel: impression, click, application, qualified candidate, hire
• Key metrics: cost per hire, time to fill, candidate quality, source quality
• Attribution shows which channel truly brought the hire, not the last click
• A dashboard translates data into business language for a report to leadership
• The EU AI Act classifies AI in sourcing and ranking as "high risk" — human oversight is required
• A 90-day plan turns a one-off launch into a system

Result a metrics dashboard and a development plan for the quarter.