It started with a book.

In January 2026, I released Becoming Choosable, the trojan horse designed to trick talent acquisition leaders, recruiters, and business executives into seeing how being more choosable by talent helps the company grow.

It was meant to make employer brand's value crystal clear by never mentioning the term "employer branding" or "EVP."

It was a way of looking at the world of recruiting and hiring in a brand new, more modern world.

But I barely mentioned AI.
And that was a missed opportunity.

So I launched Choosable.ai, an offshoot of Employer Brand Labs (where I help companies become choosable), to help bring the book's thinking into an AI-enabled reality.

Most recruiters think of AI as "the thing that keeps me from having to wrote job postings" or "the thing that makes myapplication pile somewhat more managable (until the lawsuits started flying). They assume AI is something that i bought by the company

Think of recruiting and hiring as a race.
Everyone else showed up in barefeet or loafers.
And you've got great fitting running shoes.

You become more effective.
More nimble.
More creative and more strategic.
All to increase your value at work.

That's the kind of AI I want you to embrace.

-James Ellis, Choosable.ai
[LinkedIn]