Embracing AI in Recruitment Marketing: Training ChatGPT with Your Brand’s Voice

Ask anyone and they’ll agree: 2023 was the year of Generative AI. We know it’s been around for a while but for most people, this year was when it started to impact their day-to-day working lives. So if 2023 was the year we all played around with Chat GPT or an equivalent, then 2024 should be the year that we master it.

As experts in this field, (all Marmalade Marketing employees have undertaken Prompt Engineering training!), we are the best placed to guide you through this shift in marketing technology. 

Let’s start with Tone of Voice. If you use ChatGPT without working on your tone of voice then you’re going to end up sounding the same as every other recruitment business out there. So it’s time to be smart and explore how ChatGPT can be trained to echo your brand’s unique tone of voice because your unique voice is your power.

The power of Brand Archetypes

We’ve been doing Market Positioning workshops for many years and are firm adopters of Carl Jung’s Brand Archetypes. In the 1940s, Swiss psychologist Carl Jung developed a set of common personality archetypes. Jung believed these were innate and hereditary, representing a model image of a person that transcends language, culture, and time.  They are a cornerstone in understanding brand personality. There are 12 archetypes, ranging from the Hero to the Sage, which represent universal roles that brands can adopt to connect with their audience on a deeper, more emotional level. Identifying your brand's archetype is the first step in crafting a voice that resonates with your audience, whether they're potential candidates or clients in different sectors.

Training ChatGPT: A Tailored Approach 

Step 1: Set Customer Instructions

The very first thing you need to do when you start using ChatGPT or any AI tool is to set the custom instructions in your profile. These provide ChatGPT with guidelines to follow no matter what the prompt is. Here are just a few examples:  

What does your brand stand for? Are you a Caregiver, providing support and nurturing, or an Outlaw, challenging the status quo? Defining your brand’s voice based on your archetype is essential. To bring this to life you should document specific language styles, tones, and phrases that align with your archetype.

• Localisation: provide all answers using British English.
• Accuracy & Honesty: Never fabricate or "hallucinate" information. 
• Utilise Plugins: If there's uncertainty in your response or if you believe a plugin can enhance the accuracy of your answer, make use of it. 
• Feedback Loop: If the user provides feedback on an answer, take it into account for future interactions. This helps in tailoring responses more closely to the user's preferences.

Finally, a really important one - Every time I ask a question, suggest a better way to phrase that question for precision and clarity.

Step 2: Define Your Brand’s Voice

What does your brand stand for? Are you a Caregiver, providing support and nurturing, or an Outlaw, challenging the status quo? Defining your brand’s voice based on your archetype is essential. To bring this to life you should document specific language styles, tones, and phrases that align with your archetype.

Step 3: Feed Examples to ChatGPT

ChatGPT learns from examples. Supply it with content that highlights your brand’s voice – blog posts, social media snippets, and even ad copy. The more diverse and aligned these examples are with your archetype, the better ChatGPT will understand and replicate your brand’s voice.

A good way to do this is to copy and paste the information and add the following prompt: Please read the following information and reply yes and only yes when you have understood it. 

Once it replies ‘yes’, continue with your next prompt.

Step 4: Create the prompt 

You can ask ChatGPT to take on a certain persona when you write for your business, for example, if you believe your company is the ruler brand archetype you could ask ChatGPT to ‘act as ruler brand archetype’ when undertaking a certain task. You can give more detail such as ‘please provide a structured response that is authoritative and confident’.

Step 5: Refine and Iterate

After completing the steps above, produce some content using ChatGPT and compare it against your brand guidelines. 

Before you start, always think about what it is you are trying to achieve - what is the goal of the communication and has what ChatGPT produced met that goal. If not, refine its learning by pointing out discrepancies and reinforcing examples that hit the mark.

Step 6: Expand Across Industries

Apply this trained model not just in recruitment but across various sectors. Your brand's voice should be consistent, whether you're addressing potential candidates, clients, or tech enthusiasts.

Practical Applications 

Craft engaging job descriptions or social media posts to attract the right talent. If your brand is a Hero, emphasise overcoming challenges and achieving success in your recruitment messaging. Or use it to showcase your client's employer brand by telling ChatGPT what kind of brand archetype they are. 

Email and Social Media Marketing

Maintain your brand’s voice in all communications. Use ChatGPT to draft emails and social media posts that are true to your archetype, whether that’s providing care and reassurance as a Caregiver or inspiring innovation as a Creator.

ChatGPT is a powerful tool and when used in the right way it can provide decent content and save you time. However, there will always be a level of human interaction needed. Please do not copy and paste anything straight into LinkedIn or to a client without reviewing it carefully to ensure it sounds like your company. Once you’ve been doing this a while you can spot unedited Chat GPT content a mile off and soon so will everyone else. 

So the questions you are all waiting to ask - did we use ChatGPT to write this blog? 

Of course we did, but we had a very detailed prompt that contained our Tone of Voice and then we added to it and changed it, so in the end, it’s  50% AI generated and 50% human creation. If you want to know more, please get in touch.