London, UK
London, UK
Recruiter Industry Media Creation


To build a global recruiting community from scratch with very little budget.

What we did

  • Website: Starting with a simple Drupal installation, we soon migrated to WordPress and its currently in its 3rd iteration. The site is designed to help users navigate our content quickly and to give visitors the option to sign up, comment and share.
  • Content: By posting only 11 articles per week, we have made a conscious decision to focus on quality before quantity. We work with our featured authors from around the world to highlight topical themes such as artificial intelligence in recruiting as well as important issues such as mental health in the workplace.
  • Email: From day 1 we have made sure to give our audience a way to subscribe to weekly updates. There are multiple ways to sign up the weekly newsletter and the weekly recap email is incredibly well-received.
  • Social media: By posting relevant time and relevant updates across the channels where our audience is, we have built up a strong organic following. We have tested a number of platforms and either dialled up or closed down according to results.
  • Community: Involving our readers, contributors and partners in content initiatives has created a strong sense of community.


Undercover Recruiter is now one of the biggest recruiting blogs in the world, with the largest social media community and email subscription base.

Best bits

  • Partnered with industry thought leaders such as Stacy Donovan Zapar, Lars Schmidt & Will Staney
  • 450k+ unique readers every month
  • 175k+ social media followers in recruiting & HR
  • 65k+ weekly email subscribers
  • Undercover Recruiter is referenced in mainstream media, including Bloomberg, The Guardian, WSJ, Wired, Mashable, FastCompany.