Most firms see recruiting as an HR function. Post the job, review resumes, schedule interviews, hire. But in reality, the most effective recruiting looks a lot more like marketing.
Attracting the right talent is no different than attracting the right clients: you need clear positioning, a compelling value proposition, and consistent messaging across every touchpoint. If you’re only listing job duties, you’re missing the chance to tell your story in a way that draws in ambitious, growth-minded candidates.
That’s where my recent work with The Mogharebi Group (TMG) has been focused. Their career materials weren’t fully capturing what makes the firm different — the culture of collaboration, the growth pathways for advisors, and the impact employees can make from day one. We set out to fix that by treating recruiting like a go-to-market campaign.
We started with the basics: a value proposition for candidates that answered “Why TMG?” From there, we built a clear and compelling narrative that focused on growth, not just tasks. We developed recruiting brochures, redesigned career page content, and produced video stories for career fairs to give candidates a more authentic view of the company. And we created a repeatable system, from publishing roles to promoting them, so the message stays consistent.
The results? Stronger alignment between brand and candidate experience, more engaged applicants, and a system that builds a long-term talent pipeline rather than scrambling to fill roles.
Because at the end of the day, recruiting isn’t just about filling an open seat. It’s about marketing your culture, amplifying your story, and building the future team that will drive growth.
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