Artificial intelligence is transforming talent acquisition. In fact, 51% of organizations report using AI in recruiting, making it the top HR function where AI is applied, according to SHRM’s 2025 Talent Trends report.
HR professionals at smaller or under-resourced organizations may not feel the full impact of AI yet, but they still face the same recruiting challenges as their larger counterparts, such as labor shortages and return-to-office mandates. Only 56% of HR professionals rated their organization’s recruiting efforts as effective or very effective in 2024, according to SHRM’s 2025 State of the Workplace report. This is a clear signal that recruiting needs a new approach.
“Traditional recruiting was about posting jobs. It was centered on sourcing candidates and scheduling interviews, but that is not enough anymore,” explained Jeremy Eskenazi, SHRM-SCP, managing principal of HR consulting firm Riviera Advisors, at SHRM25 in San Diego.
Eskenazi said HR’s administrative phase is over, and recruiters now need to provide strategic insights, possess market intelligence, and provide proactive guidance. To Eskenazi, we’re in a new era of recruiting.
Build Relationships and Provide Value
What does this new version of recruiting look like for talent acquisition, with and without AI tools? It’s a shift from order taker to strategic advisor, Eskenazi said. A strategic advisor is building relationships to “connect the stakeholders — the candidates, hiring managers, and the C-suite.” Many tools can assist, but nothing replaces human connection. Strategy sometimes starts with a simple phone call.
Relationships are a key component of becoming a strategic advisor, but they can’t stand on their own. Talent acquisition also needs to dive deeper into the strategy of workforce planning and look for opportunities to deliver value, Eskenazi explains.
3 Steps to Delivering Strategic Value as a Talent Advisor
Strategic recruiting isn’t just about filling positions; it’s about understanding the “why” behind every hire and offering thoughtful insights that guide smarter hiring decisions. To expand your understanding, it’s important to start — and stop — key behaviors to connect more closely with the strategy.
1. Say No Without Saying No
Saying no as a recruitment specialist may not seem like the most strategic move, for your company or for your career, but Eskenazi explained that you don’t necessarily need to actually say the word “No” to get your point across. For example, when a request came in to advertise an open position on the Goodyear Blimp, Eskenazi didn’t say “No.” Instead, he obtained an estimate for the cost, and the high price was enough to change the hiring manager’s mind, leading to a more cost-effective call for candidates. Sometimes, as the strategic partner, it’s better to help stakeholders learn through experience rather than a vocal “No.”
2. Make Time for Strategic Work
“Strategic work does not happen by a magical accident,” Eskenazi said. “You have to make time for it.” One area to better understand is how your organization makes or loses money. Building your knowledge of business strategy can help you identify where more people are needed to support organizational goals. “You might not be able to access the financial plans, but don’t assume. Ask and make friends,” Eskenazi said.
Building strategic work into your processes can also mean asking key questions when fielding hiring requests:
- What business challenge does this hire address?
- Are there other solutions aside from hiring?
- How does this role contribute to broader organizational goals?
Making time for strategic work doesn’t need to take away from critical processes and maintaining a well-run department. A few revisions to your approach to work can yield fruitful results and build your reputation as a consultant, not simply a service provider.
3. Offer More Than Customer Service
Customer service is often synonymous with the HR function, but Eskenazi stressed that strategic advisors are more than a help line — they are consultants.
For example, if aiming solely for customer service, an HR professional might accept a hiring manager’s request to hold out for a candidate who meets seemingly impossible standards, extending the process by three to five months. However, a consultant would determine a strategic tradeoff by delivering candidates who meet 80% of the criteria and have demonstrated capabilities to pick up the last 20% on the job. This avoids costly delays while delivering a pathway to a capable candidate who can meet the hiring manager’s needs.
Balancing customer service with consulting can help you go from talent acquisition to trusted advisor, but you have to take the lead. “Only you can really learn how to curate this. No one is going to teach you how,” Eskenazi said.
The Future of HR Is Strategic
The world of talent acquisition is changing, and with change comes opportunity. By adopting a strategic mindset, building relationships with stakeholders, and determining opportunities for business alignment, you’re not just filling roles; you’re shaping the future of your organization.
AI and other tools can help, but Eskenazi stressed that “you are the killer app.” As the specialist, you are the most valuable product, supporting the overall strategic aims of the organization. He emphasized that you don’t need permission to lead with a strategic mindset, and you already have the expertise and tools to transform your career. Own your role as a talent advisor and position yourself as a critical force for your organization’s success.
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