22 years experience in digital recruitment. Founded 4 job boards. Enjoy discovering talent attraction strategies to grow audiences organically. I managed the growth of Nurses.co.uk from launch to market leader in its vertical. Imagined and implemented a unique marketing strategy that would win traffic, engage an audience and differentiate us from Indeed to earn strong search rank. Reduced paid-for traffic and apps to zero.I have proven experience, expertise and passion for using content (around L&D and EVP) to build passive and active candidate audiences.I'm currently investing in AI to massively improve CX. I am working on ways AI can help increase candidate awareness of our employer branding. Then, on our own site creating an assistant to help candidates find jobs without needing to search; ensure they access EVP easily; be matched to jobs and locations; register and apply quickly and easily without endless form filling (reducing abandonment).Retention related project workI was also engaged by the NHS to understand and report on its workforce; and have been contracted to build programmes for the NHS and Bupa Insurance to help staff discover career pathways and increase retention.Skills and experience:Business development & growthDriving profitability through revenue and efficienciesLeadership & managementTalent attractionGrowing passive and active candidate audiencesJob and employer brand marketing to raise awareness, attract candidates, and drive applicationsEngagement tactics, including CTAs, touchpointsFrictionless UXThe role of AI in attraction and acquisitionLearning & development and employee value proposition (EVP) initiativesSEO and generative (AI) search optimization to capture audience interestEmail marketingSocial media marketingProcess improvement & workflowGoogle Analytics GA4 and metricsSEM, Google Adwords, CPC job aggregators and programmaticPatience and perseveranceLearned to windsurf in 1989 and still get out on the sea as much as I can. More than any other experience in my life, it's helped me learn that if you fall off, you get back up again and eventually the fun starts!