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Recruitment Marketing: Reach Passive Candidates, 420+ Tools
3,036 students
Recruitment Marketing: Reach Passive Candidates, 420+ Tools
The people you want never see your job ad? Recruitment marketing, sourcing, X-ray search, outreach and funnel analytics
Last updated 10/2026
English
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What you'll learn
- Stop waiting for applicants: take 420+ ready templates, procedures, question lists, AI prompts and search strings in 43 downloadable resources
- Audit your hiring funnel and find the stage where it leaks, starting with the Job advert teardown workbook
- Write job adverts and outreach that raise the response rate with copywriting templates and ready AI prompts
- Build a career site, a referral programme and a talent community that keep bringing candidates
- Run paid advertising, remarketing and social media aimed at candidates, and measure the result
- Find people who are not applying with Boolean and X-ray search strings by company, role and country
- Automate scraping, parsing and outreach with the sourcing tools shown on screen
- Use sales methods with candidates: buyer psychology, objection handling and closing scripts
- Analyse the funnel and the candidate journey with the Employee journey map, segmentation, regression and experiment design
- Learn with Mike, the #1 HR instructor on Udemy: 1,800,000+ enrollments, 170,000 students, about 200 books on Amazon
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Course content
15 sections • 42 lectures • 20h 46m total length
Requirements
- Experience in recruitment, HR or marketing, or a hiring plan you are responsible for
- No coding required: automation is shown with ready tools and browser extensions
- Nothing to buy for the course itself: the presentations and three working files are attached to the lectures; many services shown have a free version
- English at intermediate level or above, since all lessons are in English
Description
This course contains the use of artificial intelligence.
A hiring funnel is a sales funnel where the product is a job and the buyer is someone who already has one. Most companies run it as if demand were guaranteed. Here are 422 tools to run it like marketing: 253 ready-to-use templates, procedures, question lists, AI prompts and search strings, 66 models and methods, 100 services shown on screen and 3 working files.
Open a lecture, take the template or the search string, use it on your hardest open role today.
What that looks like in practice
An advert goes up, describing the role from the company's point of view. Applications arrive from people who were already looking. The ones you actually want never see it, because nobody was marketing to them. And when the role does not fill, the conclusion is that the market is tight, not that the entire top of the funnel consisted of one job posting. The fix is not working harder on interviews. It is accepting that attracting people is a marketing problem with marketing methods.
What changes after this course
You know where your funnel leaks and what to change first. Your adverts and messages speak to the candidate and not about the company. You reach people who are not looking, through search, referrals, a talent community and paid media. Routine search and outreach run with tools. And you can show the result in numbers: conversion by stage, cost and the effect of an experiment.
A note on scope and on tools
This is marketing pointed at candidates rather than customers. Three of the blocks, advertising, selling and analytics, are method-neutral and transfer to any audience. One caution: the automation block is a tools overview, and tools in this space change fast. Treat the specific names as examples of a category and check what is current when you get there.
What is inside: 422 tools, counted lecture by lecture
You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.
- 43 downloadable resources: the lecture presentations plus 3 working files, the Job advert teardown workbook, the Employee journey map and the Employee survey results workbook
- 253 ready-to-use tools inside the presentations:
- 61 templates and sample documents: candidate journey map, FAB vacancy pitch, LinkedIn outreach, candidate outreach email sequence
- 55 step-by-step procedures and workflows: recruitment message A/B testing, recruitment event planning, employee network referral sourcing, recruitment email campaign setup
- 49 question lists and scripts: candidate persona research, candidate audience research interview, employer brand diagnosis, candidate Net Promoter Score
- 37 ready AI prompts: recruitment outreach generation, job advert headlines, personalized recruitment emails, responses to candidates not looking
- 24 checklists: job advert essentials, career website essentials, employee referral program design, Employee Value Proposition audit
- 11 search strings: Boolean candidate search, LinkedIn X-ray search, current company and tenure queries, personal email sourcing queries
- 8 formulas and metric sets: recruiting performance metrics, employee activation metrics, employee turnover and retention metrics
- 5 scorecards, rubrics and matrices: key message scoring, LinkedIn advanced search operators, key driver action matrix
- 3 other working tools: recruitment funnel analysis, two-minute rule
- 66 models and methods explained with examples: AIDA marketing model, FAB messaging model, social selling, inbound marketing
- 100 services shown on screen, including LinkedIn Sales Navigator, hireEZ, SeekOut, Hunter, Google Ads, Textio and Beamery
Where the tools are
- Start here (1 tool). The Job advert teardown workbook: rewrite one advert into five blocks.
- The funnel and the conversation (2 sections, 108 tools). Funnel audit, flywheel, copywriting, feedback through the process, hard roles and passive audiences.
- Infrastructure and media (2 sections, 59 tools). Career site, talent community, referrals, chatbots, email, content, SEO, paid and social media, measurement.
- Active search (2 sections, 71 tools). Profile and network, Boolean, X-ray by company, role and country, additional methods and extensions.
- Automation (2 sections, 44 tools). Scraping, parsing, outreach, bookmarklets, search platforms and assessment tools.
- Selling and productivity (2 sections, 88 tools). Buyer psychology, audience, objections, closing, your own pipeline and improvement.
- Analytics (4 sections, 106 tools). Segmentation, lifetime value, journey and funnel analytics, retention, surveys, regression, forecasting and experiments.
Who is teaching
I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe. I am also a founder and lead the strategy of my own academy.
I know sourcing from before the plugins: at Alfa-Bank I wrote my first Boolean and X-ray queries by hand. At Preply in 2017 I built the recruitment team, set up sourcing as a function and hired a sourcer, at a time when few people knew the word, and we used automation tools there as well. Marketing to employees works the same way: at Wargaming our coffee mugs advertised the referral programme, so people who drank coffee every day remembered that it existed.
How to use the course
Start with the first lecture and its workbook. Then take the block that matches your bottleneck: the funnel and copy if adverts do not work, active search and automation if nobody applies, analytics if you cannot show the result. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.
What is included
- 42 lectures across 15 sections, 21 hours
- 43 downloadable resources: lecture presentations and three working files
- 422 tools across the lessons, including 100 services shown on screen
- Lifetime access to all materials
- Active instructor support in the Q&A section
- A Udemy Certificate of Completion
Where to start
Take your hardest open role and work out how many of the people you actually want ever saw the advert. If the honest answer is close to none, the first two sections are where to begin. Enrol now and start your first lesson today.
Who this course is for:
- Recruiters whose job adverts bring the wrong people or nobody at all
- Sourcers who want more search methods and more automation
- Talent acquisition leads who need a funnel they can measure and improve
- HR and employer brand specialists who run campaigns, referrals and a career site
- Marketers moving into recruitment marketing
- Founders hiring for roles that nobody responds to