It’s the specific psychological and behavioral quality that makes a role genuinely compelling to the right candidate — something that goes well beyond the job title, responsibilities, or compensation. Most organizations never identify it. We make it the centerpiece of every recruitment message we create.

Most agencies write about the job and the organization as a whole. We write about the person. Think of how a consumer products company markets a product — they communicate why the customer would want that specific product, and they use the brand name to validate it, not lead with it. Most recruitment marketing does the opposite: it leads with the company and treats the role as secondary. We flip that. Every recruitment message and job posting is built around why the right candidate would want this particular job, not just this particular employer. That requires a fundamentally different process — one rooted in behavioral science and IO psychology, not a standard creative brief. We also handle media strategy and placement, so you’re not managing multiple vendors to get a complete campaign.

No. That’s our primary focus right now — organizations that want a fully managed, deeply personalized recruitment marketing effort. But we regularly take on specific projects for larger companies: career site creation and development, targeted campaigns, difficult-to-fill roles. If the scope is right, we’ll have the conversation regardless of company size.

It means we do the work. Discovery, messaging, media planning, placement, timing, and reporting. You’re not handed a platform and told to figure it out. Everything is executed by our team, including specialized services we manage through our established partner network.

Yes. We work around your existing systems and workflow, not the other way around. Our approach improves what goes into your ATS — the quality of the message and the quality of the response — without requiring you to change the tools you already use.

We research it. We analyze where your ideal candidates are — online, offline, and everywhere in between — and more importantly, when they’re most receptive. People don’t only consider new opportunities when they’re actively job hunting. We look for the moments when passive candidates are most open to being reached and plan our media accordingly.

No. But you should know what you’re getting. We will tell you what we think, clearly and with reasons. If you see it differently and want to go another direction, we’ll execute it with the same commitment we’d give our own recommendation. What we won’t do is stay quiet when we think you’re making a mistake. Most clients find that valuable. Some don’t. Both are fine.

You’ll walk away knowing things about your own roles you didn’t know going in. That’s not a sales pitch — it’s just what happens when you apply this methodology to a real position. You can take that and run with it yourself. It’s just harder without us.

McFrank is a fully managed service — we don’t sell software. We use the most current AI tools available, applied with the expertise to get results that generic platforms can’t. What we don’t develop ourselves, we subcontract to specialists who are current, cutting-edge, and not beholden to legacy technology. That means you always get the best available solution, not whatever we built five years ago. The methodology behind everything we do is the same regardless of the tools: identify the right person, build a message that moves them, put it in front of them at the right moment. If you’re an enterprise organization interested in a self-service platform built on the same behavioral science principles, visit jobwriter.io.

One conversation. That’s all we ask. Contact us at info@mcfrank.com or call 212-531-5713.