Q&A. A recruitment AiDE, pt 4

Greg Wyatt • November 13, 2025

‘They ask, you answer’ is a well-regarded book on content marketing written by pool entrepreneur Marcus Sheridan.


I was disappointed to learn that he wasn’t a hustler, who taught marketing while sinking the 9-balls, travelling from seedy bar to low-rent tournaments.


Instead, a swimming pool guru who saved his struggling business by becoming a thought leader.


Even more boringly he wasn’t even a thought leader guru.


Life before LinkedIn, eh?


He aspired to be, and became, the Wikipedia of swimming pools, writing content online that answered the questions he knew consumers would ask when thinking of buying or maintaining a swimming pool.


Now he mainly sells his marketing strategy, whether in book form or seminar.


A simple approach that is highly effective in any medium.


Whether writing SEO content or showing know-how in LinkedIn posts.


What if you answered your recruitment readers’ questions, without them needing to ask you?


Especially if those questions always come up – doesn’t it make sense to turn those answers into content, whatever your purpose?


By laying those answers out in writing, I can replicate them at appropriate scale.


Writing in recruitment has many forms and purposes:


  • Website copy
  • LinkedIn profiles, posts, comments and messaging
  • Vacancy advertising, whether above or below the line
  • CVs, cover letters, candidate summaries
  • Job descriptions and person specifications
  • The brief
  • Executive summary
  • Employment and vacancy value propositions
  • Application acknowledgement
  • Interview confirmations
  • In-between updates
  • Offers and rejections
  • Formal offer letter and employment pack
  • Pre-boarding, on-boarding and inductions


With this being pt 4, we’ve already covered two questions you should already have answers for, no matter the form of writing.


So what?

Why does it matter?


Two questions that help the clarity of your writing, while helping readers make better decisions from content they gain trust in.


That was Marcus Sheridan’s intent in his marketing strategy – to win more business by giving better information.


Here are a few examples of questions potential candidates either ask of a vacancy and employer, or complain about not getting an answer to:

  • What’s the salary and package?
  • Who is the company?
  • What is the location?
  • What is the role like in reality?
  • What are the working arrangements?
  • Will they consider part-time / a job share?
  • Do I really need to meet all the ‘essential’ criteria to apply?
  • When will I find time to update my CV, and can I be bothered?
  • Why should I apply or enquire further?
  • What is the organisational structure?
  • What is the culture?
  • What are the challenges?
  • What is progression like?
  • What is the budget?
  • What is their strategy around…?
  • Who are their competitors?
  • Who am I meeting at interview?
  • What is the interview process and structure?
  • How long will the whole process take?
  • How many candidates will they want to interview?
  • Will I get feedback?
  • How many agencies are they working with?
  • How will you represent my application?
  • What are they like to work for?
  • What do their people say about them?
  • What are the glassdoor and indeed reviews like?
  • Why have so many people left that job on LinkedIn?
  • Can I tell you about the accommodations I need without being discriminated against?
  • Will I ever get a reply from you?
  • Why should I leave my good job for yours?


Over time you’ll build up a library of more and more answers, which is one reason it gets easier to help our stakeholders.


Of course, you may not know the answer to the questions that will come up. An answer you should find, for this time and after.


It’s possible you might not like the answer to some of the questions. A question of integrity, in whether you should even be serving that vacancy or employer.


Some of the answers will only be relevant to certain parts of the process, and it’s a question of judgement and balance in where and how you articulate them.


I wouldn’t put an organisational structure in an advert. I would put in an executive summary / candidate information pack.

Some of the answers belong in surprising places:


What would happen if you highlight the recruitment & interview process in your advert, told them when you’d get back to them by, and made them feel safe to ask for help in their application?


What kind of experience does this leave readers with and what are the potential benefits for you?


Each answer has its place, in a virtuous recruitment process, and all work together to improve your trustworthiness and authority.


A better experience can improve quality applications, gain better commitment from candidates, and even help with retention by giving the right people the right start in their new roles.


I mentioned in the first list above CVs and candidate information.


Think about the questions your stakeholders will have about your candidates, and present them in writing beforehand.


That’s the crux of my candidate summaries, and my ratio of “CV to interview” is currently 100% this year (April 2023)


Because how I consult with the employer means I know which questions to ask of whom. And I can show these answers when presenting the right candidates.


I’m a low-volume recruiter, though, so I have time to focus on quality.


If you need one reason to consider this approach, it’s this. What happens if your reader doesn’t have the time to ask a question of the content they’ve read?


Thanks for reading.


Regards,

Greg


By Greg Wyatt August 18, 2026
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By Greg Wyatt August 11, 2026
What follows is Chapter 49 in A Career Breakdown Kit (Summer 2026) . It's like many other chapters in that I've tried to make it stand alone, yet it's deeply connected to the rest of the book. For example, if you accept your job search is equivalent to launching a product to market - where you are the product and your next employer the buyer - then a sensible strategy is also equivalent. You execute an appropriate multichannel sales and marketing plan, where you focus on the steps in your control, with considered action and follow up. An interview process is an ongoing negotiation, with each interview equivalent to a consultative sales meeting. And like any good sales professional, you know that the steps preceding, the steps in-between, and the steps after all have a part to play. In my last three offers these have all been contributing factors: The relationship nurtured by the hiring manager led to their new employee hitting the ground running The private information withheld by the candidate that led to an offer rescinded because she could never have fulfilled the role in the first place The enthusiasm shown by a candidate in post interview communications tipped a decision in their favour Recruitment is risk, filled with bias - that doesn't mean you can't make that work for you. 49 - After the interview In a tough job search, getting to an interview can feel a real achievement. If you’ve been accountable in your applications, only going for roles where you are a strong fit, these are tangible opportunities to secure employment. The interview itself isn’t the be-all and end-all. It’s better to see them as the start of a conversation, one that’s only complete when you either have an acceptable employment contract in your hand, or if it’s an unequivocal no. Continuing this conversation in the right way, and in ways other candidates may not think to, can bring hoped for and unexpected gains. A few weeks back I filled a vacancy which had a strong shortlist. The final three were all employable, and the company would have taken all three had they been able to. The second choice candidate was disappointed and took it well, responding professionally. I worked hard to give all three a good experience with regular updates and constructive feedback. I too was genuinely disappointed for the ‘unsuccessful’ candidates. Two weeks after accepting the offer and returning the signed contract, the first-choice candidate withdrew. She’d received a significantly improved offer having been headhunted. Within two hours of passing the news on to the hiring team, the 2nd choice candidate was offered the role and accepted. How she had responded to her initial disappointment was a key element in this offer being put forward. The same was true of her experience with us in her decision to accept the offer. In many ways an interview is like a sales meeting. One party pitches their offering which might be customised against the questions asked. The other party makes a decision on whether and how to proceed. In an interview both the candidate and employer act as both seller and buyer. As a job seeker you get the final say on whether you say yes, no or something in between. Your decision is influenced by factors you may not divulge to the employer, such as an unexpected intervention (illness, accident, family), personal circumstances or other offers that may come up. It’s the same for the employer. They may have a hierarchy of decision-making, changes in the business and changes outside of the business - many things that can influence an interview decision or time frame, different from what was initially agreed. In sales we know that a deal isn’t agreed upon until the invoice is paid. Even if there is an initial ‘yes’ in a meeting we follow up suitably. Follow-up email to confirm details of the conversation and next steps. Thank you for your time Follow up at the appropriate time to check progress If it’s ‘no right now’, follow up over time to build a relationship until they are ready to buy If it’s ‘no answer’, find appropriate reasons to follow up, ending in a breakup email What this actually looks relates to what their sales (hiring) process is, playing to their rules and breaking those same rules in an appropriate way. In the UK, 61% of private sector employers are SMEs, whereas the vast majority of money is in the corporate space. The differentiator in recruitment is that the more corporate you get, the more transactional and matrix-led recruitment often becomes. Some of the rules of the game will be different. This illustrates how and why things are different depending on the context. Public sector, charities, geography, bias, habit, strategy - these all affect the rules of what appear similar processes from the outside. It’s important not to be cynical or come across as coercive. Respect the process and any rules you learn about. Thank you notes Most of the employers I partner with are interested in candidate feedback and interest post-interview - to help them reach their decision for the right reason. Were you applying directly, their interest in your view would be the same. A naturally written thank you note sent appropriately should not work against you. It might work for you and it’s a situation where someone’s bias can be a benefit. ‘Dear Greg, I wanted to thank you for your time today and the opportunity to interview at ABC Corp. It was a pleasure to meet you and Gary and helpful to understand more about your role and environment. I remain keen and would be delighted to return for the next stage. You mentioned you’ll make a decision by the end of next week and I look forward to hearing from you. Do let me know if I can help with anything - my number is …. Kind regards,’ It’s an opportunity to build on or mitigate inconclusive points in an interview if there’s an example you neglected to share or if you didn’t convey information in the right way. Maybe they let slip they’d be concerned if the role would keep your interest in the long term - why not own this? ‘During the interview you asked if I could see myself in this role long-term. It’s a role I’d enjoy - taking on a hands-on role I can get stuck into is an exciting challenge, while my experience in xxx would be beneficial for yyy.’ Keep it more succinct than my email though. Write it in your own words in a similar tone to how you came across in the interview. Will it make a difference? Only marginally, in some situations. Is it worth doing as a natural way to continue the conversation? I think so. Don’t be disheartened if you don’t get a reply - they may have a policy to follow. And to that coercive point above don’t say ‘I’m the best candidate. You’d be a fool to miss out,’ or something more subtle that might suggest the same. Additional interviews In an ideal world you’d get a full view of the interview process before the interview. Unfortunately some employers enjoy playing a game of interview chicken, revealing more and more interview stages as you go through them. Most are somewhere in between. Try to establish the full process as early as possible in case there is anything that is non-negotiable for you. For example, I know some people categorically do not want to do technical tests or ‘business plan’ style presentations, having had their fingers burnt in the past. It’s your choice what might be a non-negotiable - for any reasonable employer these are typically used as a means for fair assessment. Treat any interview in the same way as the first interview: prepare as fully as possible and assume nothing. Unless you know their hierarchy of decision-making, that new person you meet at fourth stage for an informal chat might well be the person with the final say. Even a social get-together after an offer is put forward might be seen as an assessment. Appropriate follow-ups It’s a careful balance. You want to show you are interested, not desperate. You need an answer, not to be inappropriately intrusive - even if that’s not your intent perception holds weight. Following up in the right way is a good tactic. If you can gain an understanding of their time frames or process work to that. Anything and everything can happen behind the scenes, including unexpected absences. Things can slip in a way employers may not see as notable. A few work days after you were expecting to hear, drop them a polite line. ‘Hi Greg, I wondered if you had any news on how you want to proceed with this role. Is there any update you can share? Kind regards,’ You can play a bit of keeping up with the Joneses if it’s true - ‘I remain interested - I do have two interviews this week with other employers. Would you like me to keep you updated?’ Sometimes no news is no news and you might need to be patient. Eventually you may come to a point where you need a decision from them - such as if your 2nd choice company gives you a job offer. A breakup email can be a good thing. Even if this doesn’t prompt an update or decision from them, you give yourself agency to walk away with no ‘what ifs?’ And if they do come back later, you can make a separate decision on whether to revisit them. One such email might be: ‘Hi Greg, I enjoyed our interview on May 21st. You mentioned you’d reach a decision the following week. Can I assume you have moved forward with another candidate? I’ll draw a line through my application for now and will be happy to pick up our conversations at a later date, if appropriate. Kind regards,’ Written appropriately, there are three outcomes: You get a reply confirming they have appointed You get no reply and can move on You get a reply with more information That last point may be ‘no news’ or something actionable. Sometimes it might even prompt good news. Whatever the outcome, you can move forward. Keeping in touch long-term Sometimes a no might be a ‘no for now’, especially when you are later on in the process, such as being pipped to the post at final interview. If yours is a business as usual role where there are a number of employees fulfilling similar duties in the same company, you may well be suitable for other roles that come up in future. How can you keep in touch appropriately so that you help their decision making when another vacancy comes up? Find reasons to occasionally keep in touch (maybe once every couple of months). If they are active on LinkedIn you could follow their content and add constructive comments. It may come to nothing but it may give you early sight of a new vacancy. If you see another vacancy advertised check it out. Drop them a line directly rather than just apply given you are continuing a conversation rather than coming in cold. And if they reply to say ‘don’t bother’, at least you know.