Are all the new AI tools signaling the end of Sourcers?

Sourcers
Recruiters
Talent Acquisition Managers
And everyone else...

To all of you, I say…

Yo.

I've been to multiple conferences this year and one topic keeps coming up in conversation and speaker presentations - Is the proliferation of artificial intelligence tools signaling the demise of Sourcing as a career? I've heard opposing viewpoints from several OGs and HR influencers. On one side, there is the steadfast grip of nostalgia that says Sourcing will never die because AI tools can only find information that is publicly available. For all the other information, and that is a lot of information, you need to do some good old fashion research and that will never go out of style. Others see things shaking out differently. Sourcing as we know it today goes away as recruiters do it all themselves, using AI tools to find candidates, perform personalized outreach, and get them scheduled for interviews. So much so, the majority of a recruiter's time will be interviewing with the vast minority being devoted to search. Sigh. I think the most likely scenario is something in-between the two. 

What does this mean for Sourcers? I think it means their future role will include elements of  primary research (which cannot be automated), data analysis and talent attraction (because pipelining candidates insures future reqs get filled more quickly; at least in theory). All of these aspects, I predict, work together to help the Sourcer deliver a qualified, interested, and available candidate. Towards that end I've been quietly (and not so quietly) lobbying my fellow influencers that talent attraction is the new sourcing. I think I have a few converts but time will tell for sure. If I can count you among them (today or tomorrow) then I want you to pay close attention to one component of talent attraction that is often overlooked - storytelling. 

In a nutshell, storytelling is all about shaping candidate perceptions. It's the movie trailer that gets you excited about the new John Wick movie or the appetizer you get when strolling past a mall restaurant or a 30-second music clip on YouTube that inspires you to sing. In other words, it's a preview that gets you excited for what will likely come next.  People perform marathons of speech when employer branding comes up, yet I don't hear much about the art of storytelling when it comes to recruitment. And even less so, in the context of sourcing. 

Imagine that you have spent hours upon hours seeking out that purple squirrel, only for them to leave you on read. (That's GenZ speak for ignoring your outreach. I'm so hip!) Do you really want to start over with your search? Of course not! So give yourself the best possible chance by incorporating a compelling story in your outreach messaging. Before I share some examples, let me layout some principles. 

• Storytelling Humanizes Your Company - Rather than relying solely on polished corporate statements or generic job descriptions (yawn), weaving stories about employees’ journeys, real-world successes, and the organization's impact in its industry or community creates a deeper emotional connection. It allows candidates to imagine their own stories within the organization, transforming an abstract opportunity into a tangible vision. 

• Unique Stories Appeal to Passive Candidates - Passive candidates, who aren’t actively searching for jobs, are more likely to be intrigued by a company’s story rather than a standard job listing. Sharing narratives about how employees grow, adapt, and thrive—especially in unique ways—can capture attention in a way traditional job posts cannot.

• Vulnerability Builds Trust - A story that showcases not just triumphs but also challenges and how the company overcame them demonstrates authenticity. Candidates appreciate transparency, and sharing lessons learned or initiatives to improve, demonstrates the company’s commitment to growth and its people.

Now, with those principles in mind, here are some examples to inspire you. 

...

Email 1: Story of Growth and Impact

Subject Line: From Bug Hunter to Defender of Fortune 500 Giants

Hi [Candidate Name],

A few years ago, Sam joined [Company Name] as a junior penetration tester. His first day? He spent it trying to breach a simulated environment so secure it was nicknamed “Fort Knox.” He failed. But that challenge sparked something in him.

Fast forward three years, and Sam is now leading engagements with Fortune 500 companies, identifying vulnerabilities they never knew existed. He’s part of a team that doesn’t just find problems—they craft solutions, and clients leave more secure than ever.

We’re looking for someone like you to write the next chapter in this story. If the idea of uncovering hidden vulnerabilities and making a real-world impact excites you, let’s connect.

How about a quick chat next week?

Best regards,

[Your Name]
[Your Title]
[Your Company]

...

Email 2: Embracing Challenges and Thriving

Subject Line: What Happens When the Team Misses a Breach?

Hi [Candidate Name],

Two years ago, we almost missed a critical vulnerability in a client’s infrastructure. It was one of those moments where we realized even the best teams can get blindsided.

But instead of excuses, we took action. We revamped our tools, trained rigorously, and started a practice of “offensive retrospectives”—looking at every pen test as if we were the adversary. Today, our team’s detection and remediation capabilities have become industry benchmarks.

This culture of owning challenges and growing stronger through them is why people love working here. Sound like something you’d want to be part of?

Let’s chat about how you can help us stay a step ahead of the bad guys.

Best,

[Your Name]
[Your Title]
[Your Company]

...

Email 3: Turning Curiosity into Innovation

Subject Line: What If Curiosity Was Your Job?

Hi [Candidate Name],

When Priya joined [Company Name] last year, she didn’t come from a traditional cybersecurity background. But her insatiable curiosity and knack for “breaking things” made her an instant fit.

Within months, she developed a tool that identified a vulnerability most scanners miss. That tool is now part of every engagement we run, and Priya? She’s the go-to expert for new hires.

We’re looking for curious minds like hers—people who love to explore the unknown and build something better along the way. Does this sound like you?

I’d love to discuss how your curiosity could thrive with us. Let me know when you’re free.

Warm regards,

[Your Name]
[Your Title]
[Your Company]

...

Science backs up this approach.

• The phenomenon known as neural coupling helps the listener connect to the story as if they were experiencing it themselves. Zowie!

• Research by Antonio Damasio, a neuroscientist, revealed that emotions are critical in decision-making. Stories evoke emotions that can influence a customer’s perception of a product or brand, making them more likely to trust and buy from the company. (Now you know why political ads are so polarizing.)

• People are more likely to be persuaded when they identify with the characters or situations in a story. Stories reduce skepticism and lower the "persuasion defense" that people often have against direct advertising.

• Coca-Cola frequently uses storytelling in its advertising, focusing on themes of happiness and togetherness. This emotional appeal strengthens customer loyalty. (Have you ever seen a commercial featuring a sad Coca-Cola drinker?)

Oh, one more thing that I should have mentioned earlier but I am too lazy to rewrite this. (How’s that for transparency?) Another way to use storytelling for recruitment advantage is to create a micro-story. Micro-stories are for specific roles or teams—such as how a particular engineering team innovated a groundbreaking solution—can make roles more relatable and compelling. Here is a sample outreach email for that. 

Email 4: Team promotion

Subject line: How We Found the Hacker Hiding in Plain Sight​

Hi [Candidate Name],

Last year, our red team faced an unusual challenge: a client’s network had been infiltrated by an adversary using an advanced persistence mechanism hidden in plain sight. Despite weeks of analysis, no one could crack how the system stayed compromised even after multiple clean-ups.

That’s when one of our penetration testers had a breakthrough. They identified a cleverly disguised piece of malware embedded in a forgotten IoT device—something no one had thought to check. Their quick thinking not only secured the client’s network but also led to a proprietary detection protocol we now use in similar engagements.

This kind of ingenuity is what defines our team at [Company Name]. We’re looking for problem-solvers like you who thrive on puzzles, think outside the box, and want to make a real-world impact.

Does this sound like your kind of challenge? Let’s connect for a quick chat about how your expertise could help us tackle the next big problem.

Best,

[Your Name]
[Your Title]
[Your Company]

...

Sooo... whaddaya think? Makes sense? Yes? No? Maybe so? Hit reply and send me your thoughts or better yet, post your comments on social media and tag SourceCon. If you do, I may quote in an upcoming newsletter. Try your luck and see. Operators are standing by. 

Upcoming Conferences

SourceCon
Las Vegas | Digital
April 29-30, 2025

Learn from and connect with sourcing leaders and professionals. This isn't your typical conference — it's an immersive experience that goes beyond the surface, delving deep into the innovative strategies and cutting-edge technologies that are reshaping the sourcing landscape. (SourceCon)

Recruiter Meme of the Week