How to bury a body. Innovation from iteration, pt 5

Greg Wyatt • April 2, 2026

What follows is dated in some ways and never more relevant in others.


Originally published in January 2023, pretty much a month after ChatGPT was launched and E formalised.


What E? "Experience", part of EEAT in how Google prioritises quality of content for organic search rankings.


Here it means that content is written by people who have depth of experience in what they claim expertise, authoritativeness and trustworthiness.


Trustworthiness has never been more important, with what's changed in content in the past 3 years.


Something I find lost when wading through the vast amount of quiet signals in LinkedIn AI content.


Something increasingly hard to find in the rising wave of Candidate Resentment, as job seekers wade through conflicting advice and seek succour in beating the ATS bots.


And ironically, in that last point, advice from people who often don't have Experience in any recruitment.


EEAT is a mechanism for improving how the words of your recruitment process rank with the candidates you want to employ, when they compare you to others on the market.


Such as the 12th generic advert of 37, a sloppier communication process than your competitor, or neglecting to show why someone should entertain a conversation with you.


It may not be a ranking factor outside of google, yet they've formed it based on their understanding of what consumers should need from content. The same question we must pose of our recruitment.


I find we are in a time of low trust, and this has to be the priority, flowing from Experience, Expertise and Authority.


The solution for trustworthiness for me, is to place trust in the people we want to bring forwards. Through finding the right balance of radical candour and appropriate transparency, and through simple steps like clearly describing your recruitment process, responding to candidates and listing the salary.


As with previous articles, I leave this intact for posterity, warts and all.


January 2023


I’m sure we all have Google searches we’d prefer didn’t show up in our browsing history.


And while you may not think of researching how to hide a body, no doubt when you have run searches you’ve played around with keywords to get the best results.


Maybe you’ve even surfed job boards looking for a (“HR Manager” or “Head of Personnel” or “People Partner”) or some such Boolean string / semantic search, knowing full well there can be ambiguity in nomenclature.


I don’t know about you, but when I see a page of search results, I’ll typically ignore the paid ads, and dodgy-looking links, then skim down to find headlines that most closely match my intent.


Take my research for this article – “what are the pillars of SEO”?


Crikey the results are confusing, with anything from 3 to 900 key pillars on which you must build your SEO, before requiring me to buy their stuff.


And ChatGPT is unavailable for comment.


Yet each has the common pillars which search engines prioritise to boost those sites’ rankings:


1/ user experience

2/ EAT – expertise, authority and trustworthiness


Interesting isn’t it that a company (Google; YMMV) that spends a huge amount of money on their internet technology and makes £billions from securing users into their ecosystem place emphasis on what is written, how it’s written and how it’s experienced by the reader.


While companies who trade on the internet build their websites around the rules set by those same search engines.


Do they do this because expertise, authority, trustworthiness and experience are nice to have, or do they do it because of the commercial benefit?


Yes, yes, there are technical elements to SEO from web page optimisation, to backlinks, to tools and processes like Ahrefs and SEMrush, to meta tags and so on.


But think about your own internet searches. Which websites do you trust and why?


I’ve no doubt these four content elements have an impact, and with good experience you’ll come back for more.


You can boost the search rankings of a website solely by writing good landing pages, informative blogs with the right content, becoming an expert others ask for content from (driving more people to your own content).


All for the consequence of shifting product.


What happens if we apply those content pillars to recruitment?


Let’s consider that people may come across you because they are interested in a <job title> which you either have now, have had or will have in future. They’ve become aware of you because of the potential of you being a viable employer at some point.


The point of applying these SEO principles is that, when you are ready to hire, and they are open to considering such a vacancy, you’ve done the leg work so that your content sets them in the right direction.


I’d start by asking these questions of any content you may have:


  • Does it show expertise? Do you know your stuff?
  • Does it show authority? Or are you hoping for a bite?
  • Does it build trust? Or is it promises promises with no substance?
  • What does the reader experience of these words?


What content you ask?


  • Your job adverts
  • Job descriptions
  • Career page
  • ATS
  • LinkedIn posts, comments and connection requests
  • Videos and webinars
  • Interview confirmations
  • Communications, written, verbal and in person
  • Employment contract


These latter points may be ‘in process’ yet why wouldn’t you show trustworthiness and authority, or improve their journey and experience?


Any piece of content someone you may wish to employ, or otherwise work with, comes across is an opportunity.


Of course, I’ve written about similar topics before while discussing the commercial benefit of good candidate experience, conversion rate optimisation (CRO - fundamentally linked to SEO) and last week on branding.


Yet while they are similar topics, with overlap, they are different parts of the same conversation.


Brand raises awareness, SEO helps you look in the ‘right’ place when you need something, CRO converts, while the overall experience informs your final decision and your advocacy.


If you’d like a reminder, click on my email archive.


It’s no wonder there are marketing agencies that specialise in each field, while some offer a one-stop full-service mix, all with the purpose of helping clients sell more.


From a consumer perspective, if you were aware of Nike as a reputable shoe company, love their marketing, needed a specific type of lightweight trainer, searched on google for shoes that meet these criteria, Nike crops up and the click-through leads to an informative enjoyable optimised experience?


Well, you may just end up buying cheap knockoffs at the market, and your feet won’t thank you later.


Or you may see that all these elements can come together to improve how you recruit, and the likelihood of filling your vacancies.


The next email is on the misleading nature of active and passive candidates.


Thanks for reading.

Regards,

Greg


By Greg Wyatt August 18, 2026
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By Greg Wyatt August 11, 2026
What follows is Chapter 49 in A Career Breakdown Kit (Summer 2026) . It's like many other chapters in that I've tried to make it stand alone, yet it's deeply connected to the rest of the book. For example, if you accept your job search is equivalent to launching a product to market - where you are the product and your next employer the buyer - then a sensible strategy is also equivalent. You execute an appropriate multichannel sales and marketing plan, where you focus on the steps in your control, with considered action and follow up. An interview process is an ongoing negotiation, with each interview equivalent to a consultative sales meeting. And like any good sales professional, you know that the steps preceding, the steps in-between, and the steps after all have a part to play. In my last three offers these have all been contributing factors: The relationship nurtured by the hiring manager led to their new employee hitting the ground running The private information withheld by the candidate that led to an offer rescinded because she could never have fulfilled the role in the first place The enthusiasm shown by a candidate in post interview communications tipped a decision in their favour Recruitment is risk, filled with bias - that doesn't mean you can't make that work for you. 49 - After the interview In a tough job search, getting to an interview can feel a real achievement. If you’ve been accountable in your applications, only going for roles where you are a strong fit, these are tangible opportunities to secure employment. The interview itself isn’t the be-all and end-all. It’s better to see them as the start of a conversation, one that’s only complete when you either have an acceptable employment contract in your hand, or if it’s an unequivocal no. Continuing this conversation in the right way, and in ways other candidates may not think to, can bring hoped for and unexpected gains. A few weeks back I filled a vacancy which had a strong shortlist. The final three were all employable, and the company would have taken all three had they been able to. The second choice candidate was disappointed and took it well, responding professionally. I worked hard to give all three a good experience with regular updates and constructive feedback. I too was genuinely disappointed for the ‘unsuccessful’ candidates. Two weeks after accepting the offer and returning the signed contract, the first-choice candidate withdrew. She’d received a significantly improved offer having been headhunted. Within two hours of passing the news on to the hiring team, the 2nd choice candidate was offered the role and accepted. How she had responded to her initial disappointment was a key element in this offer being put forward. The same was true of her experience with us in her decision to accept the offer. In many ways an interview is like a sales meeting. One party pitches their offering which might be customised against the questions asked. The other party makes a decision on whether and how to proceed. In an interview both the candidate and employer act as both seller and buyer. As a job seeker you get the final say on whether you say yes, no or something in between. Your decision is influenced by factors you may not divulge to the employer, such as an unexpected intervention (illness, accident, family), personal circumstances or other offers that may come up. It’s the same for the employer. They may have a hierarchy of decision-making, changes in the business and changes outside of the business - many things that can influence an interview decision or time frame, different from what was initially agreed. In sales we know that a deal isn’t agreed upon until the invoice is paid. Even if there is an initial ‘yes’ in a meeting we follow up suitably. Follow-up email to confirm details of the conversation and next steps. Thank you for your time Follow up at the appropriate time to check progress If it’s ‘no right now’, follow up over time to build a relationship until they are ready to buy If it’s ‘no answer’, find appropriate reasons to follow up, ending in a breakup email What this actually looks relates to what their sales (hiring) process is, playing to their rules and breaking those same rules in an appropriate way. In the UK, 61% of private sector employers are SMEs, whereas the vast majority of money is in the corporate space. The differentiator in recruitment is that the more corporate you get, the more transactional and matrix-led recruitment often becomes. Some of the rules of the game will be different. This illustrates how and why things are different depending on the context. Public sector, charities, geography, bias, habit, strategy - these all affect the rules of what appear similar processes from the outside. It’s important not to be cynical or come across as coercive. Respect the process and any rules you learn about. Thank you notes Most of the employers I partner with are interested in candidate feedback and interest post-interview - to help them reach their decision for the right reason. Were you applying directly, their interest in your view would be the same. A naturally written thank you note sent appropriately should not work against you. It might work for you and it’s a situation where someone’s bias can be a benefit. ‘Dear Greg, I wanted to thank you for your time today and the opportunity to interview at ABC Corp. It was a pleasure to meet you and Gary and helpful to understand more about your role and environment. I remain keen and would be delighted to return for the next stage. You mentioned you’ll make a decision by the end of next week and I look forward to hearing from you. Do let me know if I can help with anything - my number is …. Kind regards,’ It’s an opportunity to build on or mitigate inconclusive points in an interview if there’s an example you neglected to share or if you didn’t convey information in the right way. Maybe they let slip they’d be concerned if the role would keep your interest in the long term - why not own this? ‘During the interview you asked if I could see myself in this role long-term. It’s a role I’d enjoy - taking on a hands-on role I can get stuck into is an exciting challenge, while my experience in xxx would be beneficial for yyy.’ Keep it more succinct than my email though. Write it in your own words in a similar tone to how you came across in the interview. Will it make a difference? Only marginally, in some situations. Is it worth doing as a natural way to continue the conversation? I think so. Don’t be disheartened if you don’t get a reply - they may have a policy to follow. And to that coercive point above don’t say ‘I’m the best candidate. You’d be a fool to miss out,’ or something more subtle that might suggest the same. Additional interviews In an ideal world you’d get a full view of the interview process before the interview. Unfortunately some employers enjoy playing a game of interview chicken, revealing more and more interview stages as you go through them. Most are somewhere in between. Try to establish the full process as early as possible in case there is anything that is non-negotiable for you. For example, I know some people categorically do not want to do technical tests or ‘business plan’ style presentations, having had their fingers burnt in the past. It’s your choice what might be a non-negotiable - for any reasonable employer these are typically used as a means for fair assessment. Treat any interview in the same way as the first interview: prepare as fully as possible and assume nothing. Unless you know their hierarchy of decision-making, that new person you meet at fourth stage for an informal chat might well be the person with the final say. Even a social get-together after an offer is put forward might be seen as an assessment. Appropriate follow-ups It’s a careful balance. You want to show you are interested, not desperate. You need an answer, not to be inappropriately intrusive - even if that’s not your intent perception holds weight. Following up in the right way is a good tactic. If you can gain an understanding of their time frames or process work to that. Anything and everything can happen behind the scenes, including unexpected absences. Things can slip in a way employers may not see as notable. A few work days after you were expecting to hear, drop them a polite line. ‘Hi Greg, I wondered if you had any news on how you want to proceed with this role. Is there any update you can share? Kind regards,’ You can play a bit of keeping up with the Joneses if it’s true - ‘I remain interested - I do have two interviews this week with other employers. Would you like me to keep you updated?’ Sometimes no news is no news and you might need to be patient. Eventually you may come to a point where you need a decision from them - such as if your 2nd choice company gives you a job offer. A breakup email can be a good thing. Even if this doesn’t prompt an update or decision from them, you give yourself agency to walk away with no ‘what ifs?’ And if they do come back later, you can make a separate decision on whether to revisit them. One such email might be: ‘Hi Greg, I enjoyed our interview on May 21st. You mentioned you’d reach a decision the following week. Can I assume you have moved forward with another candidate? I’ll draw a line through my application for now and will be happy to pick up our conversations at a later date, if appropriate. Kind regards,’ Written appropriately, there are three outcomes: You get a reply confirming they have appointed You get no reply and can move on You get a reply with more information That last point may be ‘no news’ or something actionable. Sometimes it might even prompt good news. Whatever the outcome, you can move forward. Keeping in touch long-term Sometimes a no might be a ‘no for now’, especially when you are later on in the process, such as being pipped to the post at final interview. If yours is a business as usual role where there are a number of employees fulfilling similar duties in the same company, you may well be suitable for other roles that come up in future. How can you keep in touch appropriately so that you help their decision making when another vacancy comes up? Find reasons to occasionally keep in touch (maybe once every couple of months). If they are active on LinkedIn you could follow their content and add constructive comments. It may come to nothing but it may give you early sight of a new vacancy. If you see another vacancy advertised check it out. Drop them a line directly rather than just apply given you are continuing a conversation rather than coming in cold. And if they reply to say ‘don’t bother’, at least you know.