What is PR, and how can it aid inhouse talent acquisition teams?

The value of PR for inhouse talent acquisition teams

There’s a distinct mindset difference between agency recruitment and internal talent acquisition, while the former group lives and dies by visibility and knows that PR keeps their brand front of mind and separate from the crowd, inhouse teams are often more reactive and driven by shorter-term targets.

But the truth is, talent teams that understand the power of visibility gain a significant competitive edge. They attract passive candidates more easily, reduce their dependency on external partners, and build a reputation that acts as a magnet for the best talent in their industry.

Having worked in both worlds, I’ve seen how PR can shift the perception of an internal TA function from being a transactional back-office unit to a strategic force within the business. When a company’s hiring team starts telling its story; why it hires the way it does, how it invests in people, what values guide it, the entire talent narrative changes. It moves from “come and work here” to “here’s what we stand for, and why you should want to work here.”

This is especially powerful when it’s authentic. The most effective TA-led PR isn’t about boasting or corporate gloss. It’s about real voices, real stories, and real values being shared in meaningful ways.

How inhouse talent acquisition teams can successfully engage with journalists

Working with journalists 
is both an art and a relationship. It’s not about sending out mass emails or hoping for the best, it’s about offering valuable, timely, and human content that aligns with what journalists are already writing about. This is particularly key in talent acquisition, where news cycles touch on employment trends, diversity, workplace culture, hybrid work, and leadership, your insight and stories can be gold dust, if positioned the right way.

The first step is to do your homework. Who writes about workplace trends in your industry? Who covers employer awards or career development in national or trade media? Get to know the bylines and the people behind them. Follow them, engage with their content, and understand what their readers care about. Then, and only then, reach out with something tailored.

Pitching is about relevance, not volume. It’s about saying, “Here’s a story that adds value to your readers, and here’s why it’s timely now.” Avoid overly corporate language. Journalists are looking for real stories, people-first narratives, and sharp insight and don’t want to speak in business marketing terms. Offer them access to spokespeople who can speak plainly and passionately. Share compelling data, if you have it. And be respectful — if a journalist doesn’t pick it up, don’t take it personally. Learn and improve your approach.

Over time, you’ll find that consistent, helpful, relevant outreach builds trust. And trust turns into collaboration. Soon enough, they’ll come to you for comment when the next workplace issue breaks and your employer brand will be all the stronger for it.

Creating a roster of effective inhouse talent acquisition spokespeople

Selecting the voice of your organisation’s talent strategy in the media is a key responsibility. When this individual speaks externally, they don’t just represent HR or TA; but, the entire organisation and its culture. That’s why great spokespeople prepare, practise, and show up with authenticity.

It’s not charisma or polish that defines whether an individual is an effective media spokesperson in this space, instead it’s about clarity, credibility, and consistency. They must be able to explain complex ideas in simple terms, offer opinions grounded in experience, and connect business goals with real human outcomes.

Before speaking with media, the spokesperson should know their key messages, and keep them tight. They should think about what your business wants to be known for in the talent space. Then learn to bridge any question back to those messages, naturally and conversationally. Avoid jargon. Share stories and examples. And always be honest; the best spokespeople don’t need to pretend the company is perfect. Vulnerability, when used wisely, builds more trust than slickness.

Equally, they should also be coached to not overlook preparation.
Whether it’s a podcast interview or a quote for an article, think about the audience. What are they hoping to learn or understand? And be consistent. The more often the spokesperson’s voice is seen in the public domain with clarity and credibility, the more the employer brand becomes part of the conversation.

Top misconceptions of inhouse talent acquisition PR

PR is often misunderstood, especially within the context of talent acquisition. And these misunderstandings hold teams back from using it effectively.

One common myth is that PR is just about press releases or “getting in the news.” In truth, it’s about strategic storytelling across many platforms, owned, earned, and shared, and it includes everything from internal comms to industry awards through to LinkedIn thought leadership.

Another misconception is that PR is only needed in a crisis. While it certainly plays a critical role when things go wrong, the best PR is proactive, not reactive. It's about building a bank of goodwill, visibility, and credibility long before you need it.

Some critics believe PR is too “fluffy” to matter to hard-nosed hiring metrics. But in reality, strong PR boosts brand recall and awareness, improves candidate conversion, and reduces reliance on paid channels, all of which directly impact cost-per-hire and quality-of-hire.

Finally, there’s the idea that PR needs to be “corporate” to be professional. In truth, the best talent acquisition PR is personal, story-driven, and unafraid of emotion. After all, candidates don’t connect with slogans, they connect with people.

Crisis communications for inhouse talent teams

PR is also highly valuable for when something goes wrong, and every organisation will face moments where the spotlight is less than flattering. Perhaps there’s been a round of layoffs, a Glassdoor review gone viral, or a public controversy involving the leadership team. How you respond in those moments defines your reputation far more than the crisis itself.

For TA teams, PR crises are particularly delicate. You’re dealing not just with public perception, but candidate trust. If a crisis breaks, it’s key to act quickly, but not defensively. Acknowledge the issue, share what you know, and explain what’s being done to address it. Avoid stonewalling, as silence breeds speculation.

It’s also important to humanise your response. Generic corporate statements rarely cut through. Speak, take responsibility where appropriate, and share your path forward. If the employee experience is affected, address that directly. Candidates want to see that your company takes people seriously, especially in hard times.

And don’t let the learning go to waste. After the dust settles, reflect. What signals were missed? How can you strengthen your internal and external messaging moving forward? In a strange way, crises offer a chance to show your values in action — and can even deepen long-term trust if handled with care and integrity.

How to measure the efficacy of PR activity

One of the oldest critiques of PR is that it’s hard to measure. But modern TA teams know that with the right tools and mindset, the impact of employer PR can be tracked and optimised just like any other recruitment channel.

It’s a good idea to start with visibility metrics. Track media coverage, impressions, and social engagement. Who’s sharing your content? Where is it appearing? Are your spokespeople being quoted in the right places?

Then move to engagement. Are your stories leading to more LinkedIn followers, newsletter or event registrations? Are you seeing more direct traffic to your careers site? Do candidates reference your press coverage in interviews?

Finally, look at conversion. Is there a link between media campaigns and upticks in applications or candidate quality? Are you seeing faster time-to-hire in high-competition roles where your PR efforts have been most visible? Use both qualitative and quantitative data to gain these insights, and look to gather feedback from new hires about how they heard about you. Conduct perception audits. Track employer brand sentiment over time. PR may not always deliver immediate wins, but over the long term, it compounds like few other investments.

Why inhouse talent acquisition teams should invest in PR

The case for PR in talent acquisition is simple: the market is noisy, and modern candidates are highly discerning. You’re not just competing on salary; you’re competing on story, culture, trust, and belief. PR is what brings these intangibles to life in a credible and consistent way and resonates with target candidates.

Equally, investing in recruitment PR isn’t about vanity, it’s about visibility and helps you reach passive talent. It builds a sustainable pipeline while reducing reliance on paid media. It also supports improved retention by aligning internal and external narratives. And it elevates TA leaders into strategic partners who influence perception, not just fill roles.

In short, PR is not a cost, it’s an investment and a catalyst, and a way to ensure the great things happening inside your organisation don’t stay hidden, but become a beacon that draws others in.

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