Episode 313: Growing A Geofencing & AI Recruitment Technology Company (For Easier Hiring) – crooton

In this episode of the HR business marketing podcast, A Better HR Business, Ben and his guests, Stephen Anderson (CEO) and Marc Harrison (Account Director) discuss how crooton is transforming recruitment marketing with hyper-targeted, data-driven strategies.

crooton is a recruitment marketing business specialising in location-based recruitment marketing powered by its proprietary, highly targeted technology. The company helps employers promote job vacancies directly to the right people in the right locations at the right time, rather than relying on candidates actively searching for roles. This approach enables organisations to reach both active and passive candidates, improving the quality of applications while often reducing cost compared with traditional recruitment agencies.

By combining AI-driven insights with human expertise (“AI + HI”), crooton uses data to inform targeting while its recruitment specialists refine campaigns for maximum effectiveness. The team—made up of recruiters, data experts, developers, and digital marketers—designs and delivers tailored campaigns that improve ROI, strengthen employer brand visibility, and attract candidates who are more likely to stay longer and perform well.

Founded in 2019 by Stephen Anderson, crooton was created to challenge traditional recruitment models and deliver better outcomes for employers in terms of cost and candidate quality. During the Covid-19 pandemic, the business supported large-scale NHS recruitment campaigns, which helped establish its reputation for high-impact, location-based hiring solutions across healthcare and other high-volume sectors.

Today, crooton works with SMEs, global brands, and non-profit organisations to deliver strategic recruitment and digital marketing campaigns worldwide. Its technology and approach have also expanded into broader marketing services, enabling clients to run highly targeted, location-driven campaigns that connect them with the right audiences at scale.

You’ll hear practical strategies for finding consulting clients, marketing for HR & workplace consultants, and using AI in consulting. Whether you identify as HR, workplace, L&D, OD, recruitment, or people & culture, you’ll discover real stories and actionable advice to attract clients, win contracts, and grow sustainably.

What You’ll Learn in This Episode:

• How hyper-targeted geofencing campaigns help win large recruitment projects
• The emerging challenges (and solutions) with AI-driven application volumes in recruitment
• Why crooton’s real-time tools and bespoke approach drive better ROI for recruitment clients

Episode highlights:

• What crooton is and how it helps employers attract talent using geofencing and hyper-targeted campaigns.
• Why targeted local advertising is more effective than mass-market strategies for specific hiring needs.
• Sectors and role types where crooton’s approach is most impactful (healthcare, logistics, retail, hospitality).
• The shift towards hyper-targeting and how it reduces wasted ad spend.
• How advances in AI have created new challenges with high application volumes—and how crooton’s Crucial tool addresses this.
• Ways to identify and focus on quality applicants rather than just volume, and the importance of real-time campaign optimisation.
• The development and benefits of Atlas, a tool for visualising and planning recruitment campaigns collaboratively with clients.
• The role of face-to-face events, partnerships, and content marketing in crooton’s growth strategy.
• Why effective recruitment increasingly relies on a balance of AI technology and human judgement.

How Crooton Markets and Grows Their Business

• Using their own geofencing technology to target decision-makers at trade shows and industry events.
• Running digital billboard campaigns around key event venues to ensure visibility to relevant audiences.
• Attending and networking at recruitment events, conferences, and think tanks to directly engage potential clients.
• Building partnerships with complementary tech providers and RPOs to reach larger clients and co-market services.
• Publishing an online and print industry magazine, Untapped, to share stories and insights and extend brand reach.

Resources & Links Mentioned:

• Company’s website: www.crooton.com
• Stephen’s LinkedIn: www.linkedin.com/in/stephen-anderson-993427a
• Marc’s LinkedIn: www.linkedin.com/in/marcharrison1

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About The A Better HR Business Podcast

The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies, and how to get more clients.

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