Launching an AI product to a people-first industry

How do you convince recruiters that AI can help them build relationships?

As director of content and communications at staffing software company Bullhorn, I wrote the corporate messaging for the launch of the first suite of AI products, Bullhorn Amplify. Bringing AI to the staffing and recruitment industry was not an easy sell; recruiters value their ability to build relationships with people and prioritize face-to-face interaction. My goal in crafting the messaging for this launch (including the homepage copy shown here) was to convince them that AI can actually help, not hurt, their efforts.

The campaign tagline emphasized the financial benefits to recruitment businesses while also suggesting the ability to empower a firm’s existing team. Throughout the copy, I avoided technical jargon, both to align with the brand voice and to emphasize the human side — what AI could help recruiters accomplish versus how it could replace them.

Not for the first time in my career, the product strategy continued to evolve as the campaign was in development, so this copy was hardly the first version. I iterated the messaging alongside the product, with feedback and buy-in from marketing, product, and executive leadership.