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Haha yes, recruiters are trying to be coachs / influencers / gurus now.
I like to think that they realised they had to pivot because the reputation for recruiters is generally that they hire people with minimal awareness of the industry who mostly throw shit at the wall hoping something sticks. So, presenting themselves as ad gurus via podcasts and thinkpieces makes sense to standout.
Trouble is (from what I’ve experienced / heard on here and beyond) they’ve kept the other negative recruiter reputation of ruthlessly ignoring candidates the moment someone shinier is around.