For years, recruitment has followed the same formula.
A vacancy opens.
A job description gets written.
The role is posted on LinkedIn and a few job boards.
Applications arrive.
Interviews begin.
That process still works.
But some of the fastest-growing consumer brands are showing there might be a better way.
Brands like Odd Muse and SULT aren't just advertising jobs anymore.
They're turning recruitment into content.
And the results suggest we're witnessing a significant shift in how people discover opportunities.
Hiring Is Becoming Marketing
One of the biggest misconceptions in recruitment is that hiring only starts when a vacancy appears.
In reality, the best companies are recruiting long before they need someone.
They're building audiences.
They're documenting their culture.
They're introducing the people behind the business.
They're showing what it's actually like to work there.
So when a role does become available, people already want it.
SULT Turned Recruitment Into Viral Content
When challenger drinks brand SULT announced they were hiring, they didn't simply upload a polished job advert.
Instead, they shared the opportunity through the same authentic, behind-the-scenes content that had already built an engaged audience.
The response was remarkable.
Hundreds of thousands of views.
Thousands of interactions.
Video applications arriving publicly through social media.
The founder summed it up perfectly:
"Every part of your business has a story, go tell it."
That's the difference.
The job wasn't the content.
The story was.
Odd Muse Removed the CV
Fashion brand Odd Muse took a similarly unconventional approach.
Instead of asking candidates to submit CVs, applicants were encouraged to create short videos explaining who they were and why they wanted the role.
It wasn't about perfect formatting.
It wasn't about keyword optimisation.
It was about personality.
Confidence.
Communication.
Creativity.
For roles in content creation and social media, those qualities often matter just as much as technical experience.
And perhaps more importantly, candidates immediately understood the type of company they were applying to.
The recruitment process itself became part of the employer brand.
Candidates Want More Than a Job Description
Traditional job adverts answer questions like:
- What are the responsibilities?
- What experience is required?
- What salary is offered?
Today's candidates are asking something completely different.
- Who will I work with?
- What's the culture actually like?
- Do I fit here?
- Will I enjoy coming to work?
- What does a normal day look like?
A PDF job description can't answer those questions.
Content can.
Your Careers Website Should Tell the Story
This shift isn't really about social media.
It's about expectations.
Consumers are used to researching everything before they buy.
Restaurants.
Hotels.
Products.
Employers are no different.
Before applying, candidates are watching TikToks, browsing Instagram, reading LinkedIn posts and searching Google.
When they eventually visit your careers website, they expect to find proof that the culture you've talked about online actually exists.
That's why modern careers websites need far more than vacancies.
They need:
- Employee stories
- Team videos
- Office life
- Benefits explained properly
- Department pages
- Behind-the-scenes content
- Career progression examples
- Social content integrated into the experience
The careers website becomes the destination.
Social media becomes the discovery channel.
Employer Branding Is No Longer a Campaign
Many businesses still think employer branding is something they focus on once or twice a year.
International Women's Day.
Pride Month.
Graduate recruitment.
Then nothing for another six months.
The brands winning talent don't switch employer branding on and off.
They document their business every week.
Every employee story.
Every event.
Every milestone.
Every new starter.
Every promotion.
Every success becomes another reason for someone to imagine working there.
Recruitment Is Becoming Content-Led
The biggest lesson from brands like SULT and Odd Muse isn't that every company should ask for video applications.
It's that recruitment is becoming a marketing function.
The companies attracting the best people aren't simply advertising vacancies.
They're creating demand before vacancies even exist.
The strongest employer brands are building communities, not candidate pipelines.
And as social platforms, AI search and careers websites become increasingly connected, the businesses that tell the best stories will have a significant advantage over those that simply post jobs.
What This Means for Employers
The future of recruitment won't belong to the companies with the longest job descriptions.
It will belong to the companies that make people think:
"I'd love to work there."
That feeling starts long before someone clicks Apply.
It starts with a story.
Frequently Asked Questions
Why are brands moving away from traditional job adverts?
Candidates increasingly want to understand a company's culture, values and people before applying. Storytelling and social content provide far more context than a standard job description.
Are CVs becoming obsolete?
Not entirely. Many roles will still require CVs, particularly in regulated or highly technical industries. However, some brands are experimenting with video applications and portfolio-led hiring where communication, creativity and personality are central to the role.
What role does social media play in recruitment?
Social media has become a discovery platform for careers. It allows employers to showcase their culture, employees and day-to-day work, helping candidates build trust before they visit a careers website or apply.
Why is employer branding important?
A strong employer brand helps businesses attract better-fit candidates, reduce recruitment costs and improve application quality by giving people a clear understanding of what it's like to work there.
How can businesses adapt to this new approach?
Businesses should treat recruitment as an ongoing marketing activity. Regular employee stories, behind-the-scenes content, team videos and a careers website that reflects the real workplace experience all help build interest before vacancies arise.
How can Venn help?
Venn helps organisations build careers websites that go beyond listing jobs. By combining employer branding, careers content, SEO and integrated social storytelling, businesses can create hiring experiences that attract people before they even start looking for their next role.