Recruitment in the US in 2026 is a shifting landscape. The proliferation of online job boards and hiring platforms makes it harder than ever for recruiters to know where to post jobs for the best results.
Alongside this has been a move from reactive hiring to proactive search. Whereas organizations used to wait until someone resigned or retired before seeking a replacement, they now favor a strategic, data-driven, and skills-first approach to secure talent for specialized, hard-to-fill positions.
Artificial intelligence (AI) plays a vital role here. Once a novel tech tool, it’s become an integral part of the recruitment process — but with that comes confusion about how best to use it, and concern that it may displace the all-important human touch.
With so much changing, and so much at stake, we asked Marissa Morrison, VP of People at ZipRecruiter, what recruiters are asking now — and the advice they need to hear.
1. How do I hire for a role that didn’t exist two years ago?
One of the biggest changes we’re seeing is that recruiters are now hiring for jobs that didn’t previously exist, like AI prompt engineers and sustainability auditors. One challenge with hiring for these new roles is that there’s no blueprint for the job description or prior job titles. This is where AI is really proving its value. Using semantic matching, AI can identify adjacent skills from established roles, such as data analysis and compliance, to find talent that is most likely to adapt to these new roles.
2. Why am I getting 500 applications but no great matches?
Recruiters know that more applications don’t necessarily yield high-quality candidates. To address that challenge, ZipRecruiter’s smart matching technology automatically notifies up to 400 pre-qualified candidates immediately upon job posting. It prompts them to apply, generating strong first-day candidate engagement for employers.
The tech works by surfacing the top 1% of talent based on specific skills, competencies, and experience, rather than searching solely with keywords. This means employers receive applications that are relevant to their role.
Another way to filter candidates is to select those who include a personal note with their application. ZipRecruiter’s Be Seen First feature lets candidates explain why they’re excited about the role or why they’re a great fit. This helps their application stand out and gives the recruiter a better sense of whether they’d be a good fit for that company.
3. Can I hire someone who isn’t even looking for a job?
Around 70% of US talent is currently employed, but if approached in the right way, they can be extremely open to new roles. ZipRecruiter’s research shows that candidates who are personally invited to apply for a job are nearly three times more likely to do so than if they’d come across the job posting themselves. ZipRecruiter’s Invite to Apply tool facilitates this, acting as a 24/7 headhunter that identifies and approaches passive candidates with strong potential on your behalf.
4. As a small business, how do I compete with big-tech salaries?
Many small companies feel they’re at a disadvantage because they can’t compete with larger brands in terms of salary and benefits. What smaller companies can focus on are the more intangible benefits they offer, such as flexible work and a transparent culture.
ZipRecruiter is the #1-rated hiring site in the US according to G2, and because we work with so many small and midsize businesses, we understand their challenges and offer data-backed insights. For example, our research shows that Gen Z and female candidates are twice as likely to accept a role for its company culture and flexibility, rather than a role with a slightly higher salary that lacks these offerings. Moreover, 46.8% of recent grads say they would trade the prestige of a large company for a smaller one with higher social impact. ZipRecruiter helps small businesses highlight the benefits they can offer to be more competitive.
5. Is AI going to take my job as a recruiter?
It’s an understandable concern, but it’s important for recruiters to remember that AI is ultimately a helpful tool that enables them to do their jobs more easily and precisely.
For example, with AI-assisted processes, recruiters can scan millions of profiles across the web to quickly find experts with specific skills for specialized roles, which is particularly useful in the tech and healthcare sectors. AI’s speed is also essential for high-volume industries such as hospitality and retail. If a company needs to hire for multiple open roles in a short period, automated screening questions can help them instantly filter candidates based on basic requirements.
The real benefit of using AI is that it frees up recruiters’ time to focus on what matters most: building trust, assessing value alignment, and closing great talent — all of which are essential human skills for recruiting.’
Connect with ZipRecruiter to learn how AI-matching tech can help you find your next hire.
This post was created by Insider Studios with ZipRecruiter.
