Ask Shaker Anything: What talent leaders are asking right now (and what to do about it)

Talent leaders are asking how AI is changing the way candidates find them, where their talent has gone, which tools to invest in, and how to prove what’s working. In our Ask Shaker Anything live stream from the Shaker Neighborhood at RecFest USA in Nashville, Shaker’s experts answered all of these. One idea came up again and again: stay curious, start with your goals, and get your foundation right before chasing the next shiny thing.

How are AI and LLMs changing employer branding?

Candidates now research employers on ChatGPT, Gemini, Perplexity, and similar tools, the same way they research products. Sr. Director of Strategic Content, Shavon Banket, advises looking at how your brand shows up on these platforms. Treat what you find as a map of the gaps in your story and build an action plan from it, rather than getting overwhelmed. Her advice for the year ahead: always be learning, and don’t feel you have to be first. “Sometimes it’s nice to learn from other people’s mistakes.”

Where’s my talent?

Everywhere, says Joe Nassar, Director of Client Services. Relying on one channel no longer works. You need to reach active job seekers and passive candidates, measure what’s working, and follow the return. Today’s candidates research an employer the way a shopper researches shoes, so they need a clear reason to choose you. His advice: be curious, be patient, and don’t be afraid to fail fast and learn from it.

What tool(s) should you invest in?

The top question Sara Hartmann, VP of Digital, hears is about pipelining for future talent instead of just for today’s roles. Her answer starts somewhere other than the tools: “Tech is not your strategy.” Define your goals and must-haves first, then find the technology that gets you there. Make sure your platforms are connected so they work together.

How do you prove what’s working?

Attribution is the big one, says Chris Cicmanec, VP of Analytics. Candidates rarely click one ad and apply. They might see a Google search, then a social post, then a programmatic ad, and only the last click gets credit. As privacy changes make tracking harder, statistical approaches like marketing mix modeling will matter more. His advice: build a clean, accurate data foundation first. AI and your team will both get far more out of it.

How do you choose the right partner?

Leaders are asking about AI, application volume, fraud and running a global employer brand. Megan Tracy, VP of Global Partnerships, vets Shaker’s partners so clients can choose from the best fit for their challenges, budget and working style. “Relationships matter,” and they always have at Shaker. Her advice: be circumspect, lean on data and trusted advisors, and weigh all your options.

What can a new TA leader do today?

Go to your career site and apply for one of your own hard-to-fill jobs. Sara and Joe see the same pattern often. Ads drive clicks, but missing content, poor search results, or a 20-minute application stops candidates from converting. You can find many of these barriers by walking your own candidate journey.

Key takeaways

• Audit how your employer brand shows up in AI search, and use the gaps to plan.
• Diversify your channels, measure them, and follow the data.
• Start with goals and objectives. Tech is not a strategy.
• Clean up your data before adding more of it.
• Choose partners for fit, not just features.
• Walk your own candidate journey, starting today.

Have a question we didn’t get to? Reach out to any of our experts at shaker.com.