“Everyone says they’re a ‘specialist,’ but what does that really mean? Everyone claims to have ‘loads of experience’ and a ‘reputation,’ but none of it is backed up with real, tangible results.”

More than placing candidates, today, recruitment is also about creating a brand that truly reflects who you are and what you can deliver. 

In this episode of The Recruitment Podcast, host Kate O’Neill sits down with Matt Kirk, the Annoying Recruiter, to share how he built a recruitment brand that attracts the right contacts and how being yourself can make all the difference.

Matt offers valuable insights on how to stand out in a sea of sameness. Let’s get right in!

1. Create a recruitment brand that attracts the right contacts

Matt’s advice is simple: be yourself.

“You don’t need to sugarcoat anything. Just be authentic, and the right people will be drawn to you,” Matt says.

For him, authenticity shines through in everything he does—from his job ads to his social media content. He doesn’t just post standard recruitment ads; he adds humor, controversy, and personality.

“I’ve dressed up as a woman in a leopard print dress or as Rambo. Those videos get noticed, and that’s the kind of attention I want,” Matt shares with a laugh.

2. Stand out in recruitment with creativity

When it comes to creativity, Matt doesn’t think it has to be artistic in the traditional sense.

“I ask myself, what’s happening in the world of architects? What conversations am I having with candidates? From there, I create content that’s either funny, controversial, or interesting,” Matt explains.

Humor and controversy are key ingredients in making his content stand out. 

He might post about something as bold as architects being underpaid or share a funny take on a ridiculous counteroffer. These are the kinds of posts that get people talking.

“I’ve realized that if I want my content to perform well, it has to make people feel something,” he says. “Whether it’s laughter or disagreement, that’s the kind of engagement I want.”

3. Earn trust through action, not words

Building trust as a recruiter is tough, but Matt believes it comes down to delivering on your promises.

“I don’t need to tell people I’m trustworthy—I show them,” he says. 

Matt builds trust over time by genuinely understanding his candidates’ challenges and providing real solutions.

It’s not about selling yourself or your services, it’s also about showing that you care and can deliver on your promises.

Want to hear more of his epic ideas? Listen to the full conversation with Matt Kirk on The Recruitment Podcast by Recruit CRM.