The Power of Lead Generation in Recruiting: Make Candidates Ask, "What's That?"

In the world of recruitment, lead generation is your gateway to finding top talent. Just as sales professionals spark curiosity to get potential customers interested, recruiters need to do the same to catch the attention of quality candidates. In recruitment, it’s not about giving all the information upfront—it’s about getting potential candidates to pause, think, and ask, “What’s that?”

If you want to engage both active and passive candidates, the goal is to generate enough interest for them to take the next step. Whether it’s through a job post, social media, or direct outreach, your messaging should be designed to ignite curiosity. The moment someone pauses and asks, “What’s different here?” or “Could this be the opportunity I’ve been waiting for?” you’ve already won half the battle.

Let’s dive into how lead generation can work in recruitment, why it matters, and how you can apply proven sales techniques to stand out in today’s competitive talent market.

Creating Curiosity: The First Step in Recruitment Lead Generation

Lead generation in recruiting isn’t about overwhelming candidates with information right away. It’s about creating that moment of intrigue. Whether through social media posts, job ads, or employee testimonials, your goal is to plant the seed of curiosity—enough for them to want to know more. Think of it like planting breadcrumbs, leading them toward further engagement.

Example: Instead of a generic job posting that says, “We offer competitive pay and benefits,” try:

• “Discover the perks our team raves about—flexible schedules, growth opportunities, and an unbeatable culture. Curious? Let’s talk.”

That small shift in language creates a question in the candidate’s mind: “What makes this different?” It sparks the “What’s that?” reaction that gets them to engage further.

Targeted Messaging to Hook Passive Candidates

A lot of great candidates aren’t actively looking for a job, which makes lead generation even more crucial. By using targeted messaging, you can attract passive candidates who might not be job hunting but would consider a new role if the right opportunity arises. Much like sales, the goal is to catch their eye and make them consider something they hadn’t before.

For instance:

• “Ever wondered what it’s like to work for a company that values innovation and flexibility? Take a peek behind the scenes and see what sets us apart.”

This subtle, enticing approach gets candidates who may not be actively searching to say, “What’s that?” and click through for more.

Multi-Touch Lead Generation: Meeting Candidates Where They Are

Lead generation is not a one-time effort. Just like in sales, where multiple touchpoints often lead to a conversion, you should be casting a wide net across various platforms—whether it's LinkedIn, Instagram, job boards, or even industry groups. The goal is to be present wherever your potential candidates spend their time, so they’re constantly exposed to messages that make them curious.

For example:

• LinkedIn: A video post showcasing your team’s collaborative approach with the caption: “Curious how our teams stay innovative while working remotely? We think you’ll love it here.”
• Instagram: A behind-the-scenes story highlighting team-building events or company culture, with a call to learn more about open roles.

Every touchpoint serves as another chance for a candidate to ask, “What’s that?” and follow through.

Crafting Messages That Address Candidate Curiosity

Using proven sales techniques in recruitment means being strategic about how you present information. You’re not just selling a product—you’re selling a workplace, a culture, and a career. That’s why your messaging should be framed around creating curiosity and answering the unspoken questions candidates have about their next move.

When candidates see a generic post about “competitive pay” or “comprehensive benefits,” they won’t feel compelled to dig deeper. But if you mention something that directly addresses their pain points or taps into their curiosity, they’re more likely to engage.

For example:

• “Think you’ve seen it all when it comes to work-life balance? Think again. Discover how our team finds flexibility in ways you’ve never considered.”

The Sales Funnel Connection: Building a Recruitment Lead Generation Strategy

Much like in sales, the recruitment funnel follows a similar structure. At the top, you’re generating leads—potential candidates who have just become aware of your company or opportunity. Your job is to guide them down the funnel by piquing their interest enough that they ask questions, engage with your content, and ultimately apply for a role.

Here’s how the recruitment funnel connects with lead generation:

1. Top of the Funnel (Awareness and Attraction): This is where the spark happens. Your goal is to get the “What’s that?” reaction through job posts, social media ads, and passive outreach.
2. Middle of the Funnel (Consideration and Intent): Once a candidate engages, provide deeper information—details about your culture, growth opportunities, and how you can solve their career pain points.
3. Bottom of the Funnel (Conversion): After creating curiosity and addressing concerns, it’s time to move into the offer and negotiation stages, where the candidate becomes an employee.

Make Them Ask “What’s That?”

The key to successful recruiting is getting potential candidates to ask questions—to make them curious enough to want to know more about your company, your roles, and your culture. Using proven sales techniques to create interest and lead generation is how you build an active pipeline of top talent. Whether you’re targeting passive candidates or those actively looking, your messaging should always aim to create that moment of intrigue where they say, “What’s that?” and take the next step.

By focusing on curiosity, strategic messaging, and multi-touchpoints, you can create a recruiting process that draws in top talent and fills your hiring funnel effectively.