AI-generated cover letters may be all the rage, but one hiring veteran says the best way to get noticed is a much more traditional approach.
James Reid, CEO of Reid Recruitment, said generative AI is inundating employers with nearly identical applications, making it harder for candidates to stand out. His advice is to build relationships.
“Some things that are very old-fashioned are still working,” Reid told the BBC’s Big Boss Interview podcast this week. “If you write a letter to someone, put a stamp on it, and drop it in the mailbox, if it lands on their desk, they’ll see it.”
His comments come as generative AI is rapidly reshaping talent recruitment. Candidates can customize their resumes and cover letters in seconds using tools like ChatGPT, but employers are increasingly relying on AI to review growing numbers of applications.
While the technology has sped up both aspects of the hiring process, Reid suggested it has also transformed the hiring process. “At the moment, we are very often in a situation where some kind of AI is talking to an AI and there is no smarter human being,” he said.
AI is creating application overload
Reed said his staffing agency receives so many applications that they all “look pretty much the same, because people go on ChatGPT and say, ‘Help me with my resume,’ and it produces something similar for everyone.”
According to LinkedIn’s Talent Research 2026 study, the number of applicants for each open role in the U.S. has doubled since spring 2022.
This high volume of applications makes it difficult for recruiters to review them all, reducing the value of carefully tailoring applications, Reed said.
“Businesses are so overwhelmed with applications that people just don’t realize the benefits of their investment in time for personalization,” he said.
According to a LinkedIn study, 65% of the 19,113 workers surveyed said it had become more difficult to find a job in the past year. Meanwhile, 93% of the 6,554 recruiters surveyed said they plan to increase the use of AI in recruiting by 2026.
Daniel Chait, CEO of recruiting software company Greenhouse, previously described this dynamic to Business Insider as the “AI doom loop.” While job seekers can apply to more jobs faster, recruiters face an ever-growing pool of applications and struggle to find the right talent amidst the noise.
Humanity can be a differentiating factor
Reid encouraged applicants to look for ways to establish face-to-face contact rather than relying solely on online portals.
“Ultimately, it’s about connecting with people,” he said, adding that technology has “automated things very effectively, but too effectively.”
Mr Reid’s advice reflects broader changes in employment.
Recruiters and hiring managers have previously told Business Insider that they are placing less emphasis on AI-enhanced resumes, with some companies replacing traditional applications with practical exams, skill-based assessments, or in-person assistance.