The Sourcing Role is not Dead. Its evolving… again.

Just like Hollywood loves to reboot classic franchises—think Spider-Man, Batman Begins, and Star Trek—so too has the sourcing profession been repeatedly pronounced dead, only to return in a new form. The truth is, sourcing has never actually disappeared. Instead, it keeps reinventing itself, taking on fresh tactics, tools, and technologies. Over the centuries, from the harsh “Press Gangs” of 17th-century Britain to the generative AI of the 2020s, we’ve seen the same pattern repeat: whenever shifting market conditions force change, new methods emerge. Ultimately, what started as a standalone role often gets absorbed back into broader recruitment strategies. Yet time and again, the core purpose of sourcing remains consistent: find and secure great talent.

A (Very) Brief History: From Press Gangs to Modern-Day Recruiting

The 17th and 18th Centuries: Press Gangs

It’s difficult to pinpoint the exact moment sourcing first emerged as a profession, but one fascinating example dates back to 17th-century Britain. “Press Gangs” were small groups authorized by the British Navy to forcibly conscript men into service. They’d snatch people off the streets or from taverns, often resorting to intimidation. Though brutal by today’s standards, these “gangs” played a clear sourcing function: ensure a steady pipeline of sailors.

Why did Press Gangs fade away?

Public Backlash & Legal Reforms: People objected to the coercive tactics, prompting Parliament to impose restrictions.
Improved Naval Recruitment: Voluntary enlistment with bounty incentives, along with recruitment fairs, became more appealing than force.
Technological Evolution: As the Navy modernized, they needed skilled sailors, prompting a shift toward specialized and voluntary recruitment methods.

By the mid-19th century, Press Gangs were virtually gone. What replaced them wasn’t the death of recruiting but a more structured, official system. The underlying need—manpower—never vanished; the methods evolved.

A Pattern Repeats: Sourcing Through the Decades

Over and over, sourcing has followed the same cycle:

A Tactic Becomes Dominant – From Press Gangs to job boards or social media platforms, there’s always a “go-to” method.
Shifting Conditions Force Adaptation – Whether it’s public outrage, technological breakthroughs, or labor market changes, something shakes up the status quo.
Old Methods Are Replaced – New tools, processes, or platforms emerge to meet the evolving needs of recruiters and candidates alike.
Absorption into Broader Recruitment – Once novel, these methods eventually become standard practice and fold into larger, integrated talent acquisition strategies.

Below are modern examples of this repeating pattern:

Early 2000s: The Rise of Digital Job Boards

Dominant Tactic: Posting on big job boards (Monster, CareerBuilder) replaced newspaper ads.
Market Change: The tech boom and internet ubiquity led to massive candidate pools (and unqualified-applicant overload).
New Processes: Recruiters introduced Applicant Tracking Systems (ATS) and parsing tools to handle volume.
Absorption: “Job board management” became just another staple of broader talent acquisition.

Mid-2000s: Social Media & Professional Networks

Dominant Tactic: LinkedIn offered access to passive candidates via Boolean searches and direct messaging.
Market Change: LinkedIn’s explosive growth fueled fierce competition for skilled talent.
New Processes: Complex filters, analytics, and employer-branding campaigns emerged to stand out.
Absorption: Social media sourcing became a basic skill for nearly all recruiters, embedded in a wider TA strategy.

Late 2000s – Early 2010s: ATS & Data-Driven Recruiting

Dominant Tactic: Managing digital applicants via ATS systems replaced mountains of spreadsheets.
Market Change: Regulatory requirements, the need for automation, and the surge of digital résumés demanded new solutions.
New Processes: ATS platforms offered standardized workflows, automated communication, and in-depth analytics.
Absorption: ATS management evolved into a widespread function; everyone from recruiters to hiring managers used the same systems.

Mid-2010s: AI & Automation

Dominant Tactic: Early AI-driven tools (Entelo, HiringSolved, SeekOut) identified passive talent at scale.
Market Change: Competition for tech-savvy talent pushed recruiters to automate high-volume tasks and reduce cost-per-hire.
New Processes: Chatbots, predictive analytics, and automated outreach began handling repetitive activities.
Absorption: AI sourcing is now expected in modern recruiting platforms; recruiters rely on machine-assisted shortlists as standard practice.

2020–2021: Pandemic-Era Virtual Hiring

Dominant Tactic: The lockdowns forced remote recruiting—video interviews and digital onboarding—nearly overnight.
Market Change: Health concerns and social distancing made virtual processes essential.
New Processes: Zoom, MS Teams, and virtual-event platforms replaced face-to-face interactions.
Absorption: Remote recruiting is now fully integrated; many organizations never fully returned to exclusively in-person processes.

Mid-2020s and Beyond: Generative AI & Hyper-Personalization

Dominant Tactic: Tools like ChatGPT enable highly customized job descriptions, candidate research, and automated outreach.
Market Change: Global labor competition and rising costs of hire make “personalization at scale” essential.
New Processes: Data-driven insights tailor each message for culture fit and role specificity.
Absorption: AI is no longer a novelty—recruiters expect it to be part of their daily workflow, helping create more efficient and targeted pipelines.

This Trend Isn’t Unique to Sourcing

Plenty of roles once considered standalone have similarly been reshaped or blended into broader functions:

Webmasters once did everything from coding to content. Now we have specialized developers, DevOps, content managers, and digital marketers.
Office Managers used to handle facilities, equipment, admin processes, and logistics. These days, some organizations split those duties across operations, HR, or administrative assistants.
Social Media Managers were once dedicated roles; many small to midsize companies now bundle social responsibilities into a larger marketing or communications function.

Sourcing follows the same trajectory. Over time, it gets redefined, merged, or split as technology and organizational needs shift.

Restating the Bottom Line: Sourcing Is Not Disappearing

All these changes may seem like evidence that specialized sourcing roles are dying out, but in reality, they’re evolving. Organizations may blend sourcing into broader “full-cycle” recruiting roles or elevate it to strategic “Talent Advisor” positions responsible for the entire candidate journey—attraction, engagement, and experience. AI takes on much of the tedious, repetitive work, freeing sourcers to become consultative and relationship-focused, collaborating with HR, hiring managers, and executives on workforce planning, DEI initiatives, and targeted talent campaigns.

Sourcing isn’t dead—it’s just the latest Hollywood reboot. Every time you think the lights have gone out on the profession, it re-emerges with a fresh backstory and a new set of tools, ready to tackle the next generation of hiring challenges. To quote a famous movie quote, “Just when I thought I was out, they bring me back in.”