(Editor’s note: The information from this article by Top Echelon Recruiting Software has been taken from an Expert Recruiter Coaching Series webinar by Brad Bialy of Haley Marketing titled, “Rock Star Marketing for Recruiters” Click HERE to watch the video of that training webinar for free.)

Recruiters are no longer just talent matchmakers—they’re brands. And in the crowded, noisy digital space, those who market themselves with authenticity, creativity, and consistency are the ones who stand out. During his dynamic webinar, “Rockstar Marketing,” Brad Bialy, Director of Digital Marketing at Haley Marketing, delivered a compelling roadmap to help recruiters build memorable brands by adopting strategies from professional sports, entertainment, and even online juggernauts like Amazon.

Drawing from his experience as a marketer, musician, and sports professional, Brad’s advice was rooted in real-world stories, tactical ideas, and powerful lessons that recruiters can apply immediately. Here are his 12 “setlist” strategies for building a magnetic brand that draws candidates and clients like screaming fans to the front row.

1. Build an Audience: You Never Know Who’s in the Crowd

Brad opened the webinar with a personal story about playing local music gigs in Buffalo. At one show, only one person showed up—the barista working the coffee counter. Frustrated, he vented to his mom, who replied, “You never know who’s in the audience.”

“That line has stuck with me ever since,” Brad shared. “Because whether it’s a coffee shop or a LinkedIn post, you never know who you’re reaching.”

Recruiters often get discouraged by low post engagement, but Brad reminds us that even silent lurkers may be hiring managers, passive job seekers, or someone ready to refer a friend. Every post has a purpose, and the key is consistency and intention.

“Social media isn’t a megaphone,” Brad said. “You’re having a one-to-one conversation, replicated thousands of times.”

To start building an audience:

• Know your “why” before you post.
• Run paid like/follow campaigns to get discovered.
• Integrate your print materials with social handles.
• Partner with local organizations to grow your visibility.

One client even set up a table at a farmers market just to build brand familiarity. “People weren’t necessarily applying on the spot, but they were meeting real recruiters face-to-face. That kind of grassroots brand-building adds up.”

2. Be Yourself: Authenticity Wins

Brad shared a touching story about gifting his father tickets to his first-ever White Sox game. They captured his dad’s reaction on video and posted it to social media. The post went viral, gaining 70,000+ views. Soon after, the White Sox reached out. Brad’s father got field access and even delivered the game ball to the mound.

“We didn’t do it for the likes. It was just something we wanted to do for my dad,” Brad said. “But because it was real, people connected with it.”

His point? You don’t need to fabricate emotion. You just need to show up honestly. “People crave that human side of your brand. They want to know who you are.”

3. Think Like a Fan: Provide Backstage Access

Borrowing a phrase from digital futurist Brian Fanzo, Brad encouraged recruiters to “think like a fan.”

“Fans crave access. They want behind-the-scenes. They want to feel part of the journey,” Brad said.

For recruiters, that could mean:

• Going live weekly to share local hiring trends.
• Showing what it’s like to walk into your office.
• Interviewing internal team members so clients and candidates feel like they already know them.
• Asking your audience what content they want.

“Ask your audience what they want to see. Then deliver. It’s that simple.”

4. Personalize Your Imagery: Create Thumb-Stopping Content

Brad highlighted the importance of custom visuals, borrowing design ideas from sports teams who share stylized photos of their athletes.

“A headshot is fine. But a personalized graphic—with color, context, and brand flair—will stop the scroll.”

Examples included:

• Employee highlights with testimonials.
• Fun Fact Friday visuals.
• Podcast guest cards with stylized headshots.

“Your images should make someone pause. That’s what I call ‘thumb-stopping imagery.'”

5. Remarketing Like Amazon: Bring People Back

Remarketing is what happens when you browse a product on Amazon and then see ads for it everywhere you go. Recruiters can do the same.

“We found that repeat visitors to a job board are twice as likely to apply than first-time visitors,” Brad explained.

By adding tracking pixels to their sites, firms can:

• Remind job seekers about roles they viewed.
• Promote job alerts.
• Invite previous applicants to like a Facebook page or return to the site.

Brad’s favorite example? An ad that simply read, “Tired of your job? We’ve got great positions that won’t leave you miserable.” It was bold, honest—and effective.

6. Message That Fits: Find Your Voice

Brad contrasted two brand examples: Disney (warm and wholesome) and Liquid Death (aggressively irreverent). The point? Own your voice.

“You might not be Mickey Mouse, but you’re probably not a Thirst Executioner either. Find your lane.”

One of Brad’s earliest lessons in brand voice came from his internship with the Buffalo Sabres. He suggested they emulate the bold tone of the L.A. Kings. The reply? “Brad, we’re not the Kings. That’s not our voice.”

Recruiters should find their authentic tone—whether empathetic, playful, technical, or bold—and stick with it.

7. Database Management: Mine the Gold You Already Have

Recruiters sit on mountains of untapped potential: their CRM.

“You’ve worked hard to build that database. Use it,” Brad said.

Examples:

• Email former candidates: “We placed you two years ago—how’s it going?”
• Message past clients: “Hiring again this quarter?”
• Segment candidates by role and skill set.

Brad shared how Instacart emails him weekly to repopulate his previous shopping cart.

“It’s smart. I’m a creature of habit. Your candidates and clients are too.”

8. Personalized Automation: Make People Feel Seen

After using Uber for the first time post-pandemic, Brad got a simple email: “We’ve missed you, Brad.”

“That felt good. Not because it was fancy, but because it used my name. It felt human.”

Recruiters can use the same tactic:

• “It’s been a while since we worked together. Here’s what’s new.”
• “We placed you in 2019—ready for a change?”

Automation doesn’t have to be robotic. Done right, it feels like a conversation.

9. Listen First, Talk Second: Social Is a Dialogue

Brad recalled a conversation with a musician who ignored fans online. “They’re complimenting your work and you’re ghosting them,” Brad said. “Would you do that in real life?”

Recruiters must:

• Monitor mentions and messages.
• Comment and interact.
• Thank people who engage.

“You can’t just post and ghost. This is a conversation.”

10. Solve the Problem: Be the Answer People Are Searching For

When a faucet leaks, and one plumber doesn’t answer, you call another. The problem doesn’t go away—it just moves.

“It’s the same in recruiting. If you don’t respond to a candidate, your competitor will.”

Your content should:

• Answer common questions.
• Guide job seekers through next steps.
• Help employers think through hiring decisions.

Blogs, videos, and podcasts aren’t just marketing fluff—they’re tools for solving problems at scale.

11. Content Sprints: Don’t Wait for Perfection

Brad drew parallels to musicians like Lil Wayne (280 songs, 11 #1 hits) and The Beatles (213 songs, 20 hits).

“You won’t know what content is your biggest hit until you release it.”

Post consistently. Some blogs will flop. Some will soar. The only way to find out is to publish.

“Don’t worry about perfection. Just ship it.”

12. Do More Than Sell Tickets: Sell the Experience

Sports teams don’t market by shouting, “Buy tickets!” They sell the experience: tailgating, family memories, behind-the-scenes access.

Recruiters, take note.

“It’s not about the job. It’s about the journey. The trust. The growth. The human connection.”

Instead of endless job posts, share:

• What it’s like to work with you.
• Candidate success stories.
• Your mission, vision, and values.

Encore: Start With One Song

Don’t try to implement all 12 tactics overnight. Pick one. Then another. Build your “setlist” over time.

“You wouldn’t run a marathon without walking the block first,” Brad said. “Pick one song and play it well.”

Whether you’re a rookie recruiter or a seasoned pro, rockstar marketing isn’t about fame. It’s about showing up, being real, and earning the trust of your audience.

And who knows? Your next post might be the one that sells out the show.