Recruitment Websites in the Age of AI: SEO, ChatGPT & Proving ROI with Will Astbury of SourceFlow
In this episode of RecTalk, Nitin Sharma sits down with Will Astbury, Global Head of Marketing at SourceFlow, to break down what a modern recruitment website really needs to do in 2026 and beyond. This is not a conversation about “pretty websites”. Will goes deep on how recruitment websites should act as growth engines – driving inbound candidates, client leads, SEO visibility, AI discoverability, and ultimately measurable revenue. They explore how Google, ChatGPT, and AI search engines are fundamentally changing how candidates and clients find recruiters, why most agencies are already falling behind, and what recruitment leaders need to fix now if they want to stay competitive. From AI-powered job matching and analytics, to SEO strategies built around real consultants (not generic AI blogs), to proving exactly how much revenue your website generates – this episode is packed with insights for founders, marketers, and recruiters alike. 🧠 Topics Covered in This Episode * What actually makes a great recruitment website (beyond design) * Why recruitment websites must be built for Google Jobs and AI search * How ChatGPT and AI “answer engines” are reshaping inbound recruitment leads * Why SEO is becoming harder – and more important – than ever * How recruitment agencies can appear in AI-generated search summaries * The danger of AI-generated content without real expertise * Building thought leadership through recruiters, not just marketing teams * Why salary surveys still work (and how to turn them into lead engines) * Using your website as the hub for inbound marketing campaigns * Tracking candidates, clients, and leads directly into your ATS * AI-powered CV matching and uncovering “hidden” high-quality candidates * Measuring website ROI: tracking placements and revenue back to your site * Why data-led decision making beats recruiter “gut feel” * The future of recruitment marketing analytics * Accessibility on recruitment websites – and why it’s a massive missed opportunity * Common marketing mistakes recruitment agencies keep repeating * Why tokenistic employer branding hurts more than it helps 🔗 Connect with the guest Will Astbury: https://www.linkedin.com/in/willastbury/ Check out SourceFlow: https://www.rectools.io/product/sourceflow/ 🔗 Connect with the host Nitin Sharma: https://www.linkedin.com/in/nitin-rectools/ Discover recruitment tools and services: https://www.rectools.io/ New episodes of RecTalk, including Founder Diaries and Talking Talent, drop every Monday, Wednesday and Friday. Look out for new episodes of The Mixed Grill — the official podcast of the Recruitment Curry Club — dropping on Thursdays. https://www.linkedin.com/company/the-recruitment-curry-club/ Listen on another platform: https://rectalk.co.uk/
