Tyner Fernando’s Vision for Recruitment and Digital Advertising in Sri Lanka

Fifteen years ago, Tyner Fernando and his co-founder, Sanjeewa Rajapaksha, launched Emerging Media, a company that many in Sri Lanka’s corporate world viewed with skepticism. Digital out-of-home (DOOH) advertising was a novel concept at the time, and companies questioned its effectiveness.

“How does this even work?”
“Who’s really watching these screens?”
“What’s the guarantee that my brand will get attention?”

These were just some of the questions that Tyner and his team had to answer, not just for advertisers, but even for recruitment campaigns. Fast forward to today, Emerging Media is at the forefront of digital advertising in Sri Lanka, not only transforming how brands market their products but also revolutionizing the way organizations attract and recruit talent.

Why Traditional Hiring No Longer Works

In today’s corporate world, finding and retaining the right talent has become increasingly difficult. “Recruitment is more challenging than ever,” Tyner explains. “With brain drain, changing workforce expectations, and a new generation that values culture over compensation, companies need to rethink how they attract employees.”

One of the biggest mistakes companies make? Relying on outdated recruitment channels that no longer capture attention.

• Print ads often go unnoticed in a digital-first world.
• Generic job descriptions fail to inspire candidates who want to know what a company truly offers.
• Traditional hiring strategies lack the ability to target specific candidate groups effectively.

“People today don’t just want a job, they want to belong to a workplace that aligns with their values and aspirations,” Tyner explains. “Companies need to market themselves as employers of choice, not just places that offer jobs.”

Digital Screens: The Unexpected Recruitment Tool HR Leaders Need

Tyner and his team recognized that companies need to market themselves not just to customers, but also to potential employees. Emerging Media’s network of strategically placed digital screens at railway stations, high-footfall areas, malls, and even inside public transport, offers a powerful way to reach job seekers in real-time.

“People ask about company culture before they even apply for a job,” Tyner says. “That’s why recruitment campaigns today need to go beyond just a job title and salary. Companies need to showcase their work environment, their values, and why someone should choose them over competitors.”

To demonstrate how effective digital screens are for recruitment, he shares an example:

A cab company needed to hire drivers in Colombo. Instead of relying on job ads or recruitment agencies, they ran targeted ads on Emerging Media’s screens in high-traffic areas like Townhall and Nugegoda, where potential drivers were likely to be. The result? A highly successful recruitment drive that connected the company with the right talent faster than traditional methods.

• Companies targeting young professionals now advertise in shopping malls, where their ideal candidates are likely to be.
• For industries that require experienced hires, ads in hospitals and salons—locations where professionals in their 40s and 50s spend time—have proven to be effective.

The key? Location-based, targeted recruitment advertising that speaks directly to the right audience.

Companies need to advertise their workplace culture the same way they promote their products,” he explains.

“If you’re not actively selling your company to potential employees, someone else is. The competition isn’t just for customers anymore, it’s for talent.”

The Power of Precision Hiring

One of the most significant shifts in recruitment is the use of data and technology to enhance hiring strategies.

• Location-based targeting—HR teams can now place recruitment ads in locations where potential candidates are most likely to see them.
• Real-time analytics—Companies can track engagement, refine their messaging, and adjust hiring campaigns dynamically.
• AI-driven recruitment—Automation allows organizations to personalize job ads and reach ideal candidates efficiently.

“Hiring today is about precision,” says Tyner. “Companies that understand where their ideal candidates are and how to engage them will always have the competitive edge.”

How HR Can Stay Ahead

Looking ahead, Emerging Media is integrating AI-driven recruitment advertising, where companies can log into the system, customize their own job ads, and target specific demographics in real-time.

To stay ahead in today’s recruitment game, HR professionals need to rethink their approach:

• Invest in employer branding by promoting workplace culture, values, and employee experiences. Candidates are drawn to companies that showcase their identity.
• Use digital channels strategically to move beyond static job postings. Leverage targeted, data-driven recruitment strategies to reach the right audience.
• Embrace visual, dynamic content for shorter, engaging job ads with videos and interactive elements. As it works better than lengthy descriptions.
• Adopt an agile recruitment mindset by monitoring engagement and adjusting hiring campaigns in real time.