In the fast-paced world of B2B sales recruitment, authenticity has always been our currency. At Flourish, where we specialise in finding and developing early-career sales talent, we’re witnessing a concerning trend that threatens the very foundation of trust in hiring: deepfake technology in job interviews.

The new reality of virtual sales interviews

Picture this: You’re interviewing a promising sales candidate via video. They’re articulate, confident, and give all the right answers. But what if that polished performance isn’t actually them?

Recent data reveals that 17% of US hiring managers have encountered candidates using deepfake technology, with some employers discovering hundreds of fake identities among applications. As Tracy St.Dic, global head of talent at Zapier, recently reported, she had “caught” her company’s first deepfake candidate during a recruiter screen.

Why sales recruitment is particularly vulnerable

Sales roles face unique challenges when it comes to deepfake infiltration:

1. High-volume hiring

With one employer reporting around 100 fake identities among 827 applications for a software role, the sheer volume of sales applications makes thorough vetting challenging.

2. Remote-first culture

Many sales positions now operate remotely, making in-person verification difficult and creating opportunities for deception.

3. Performance pressure

The emphasis on presentation skills in sales can inadvertently encourage candidates to seek artificial enhancement.

The expert warning: 12 months to prepare

David Morel, Founder and CEO of Tiger Recruitment, delivers a stark warning: “At the moment it’s just about possible to detect a deepfake video interview with the naked eye, but I give it less than a year before it will be hard to spot the difference.”

This gives sales leaders and recruitment teams a critical window to adapt their hiring processes before deepfakes become indistinguishable from reality.

Building authentic sales teams: the Flourish approach

At Flourish, our immersive Discovery Days offer a solution that deepfakes can’t replicate: genuine human interaction and assessment. Here’s how forward-thinking companies can protect their recruitment process while building stronger teams:

1. Multi-touch assessment

Rather than relying solely on video interviews, implement multiple touchpoints:

  • In-person or hybrid assessment centres
  • Role-play scenarios that test real-time thinking
  • Team-based activities that reveal authentic personality

2. Focus on potential over polish

Our philosophy of hiring for attitude over experience becomes even more relevant. Deepfakes might perfect a presentation, but they can’t fake:

  • Genuine passion for sales
  • Authentic interpersonal skills
  • Real-time problem-solving ability

3. Leverage technology wisely

While avoiding over-reliance on video interviews, consider:

  • Identity verification tools from companies like Onfido or Jumio
  • Reference checking platforms that verify employment history
  • Skills-based assessments that test actual capabilities

4. Create psychological safety

When candidates feel they can be themselves, they’re less likely to resort to deception. Our HumanOS app partnership supports wellbeing throughout the recruitment journey, reducing the pressure that might drive someone to use deepfakes.

The hidden costs of fake candidates

Beyond the obvious risks, deepfake candidates pose serious threats to sales organisations:

  • Cultural misalignment: A person who starts with deception won’t build the trust essential for B2B sales success
  • Performance issues: Skills demonstrated via deepfake won’t translate to real customer interactions
  • Team morale: Discovering a teammate used deception can damage team cohesion
  • Legal liability: Hiring someone under false pretenses can create significant legal risks

Red flags to watch for

According to research from the FBI, common indicators of deepfake interviews include:

  • Audio and visual elements that don’t sync perfectly
  • Unnatural eye movements or facial expressions
  • Backgrounds that seem artificially inserted
  • Reluctance to engage in spontaneous conversation

Futureproofing your sales recruitment

As Simon Fabb, CEO of chiefjobs.com notes, deepfakes are “increasing, especially in tech and customer service roles where identity verification may be more relaxed or fully virtual.” Sales leaders must act now to protect their recruitment processes.

Practical steps for 2025 and beyond:

  1. Invest in training: Educate your recruitment team on deepfake detection
  2. Update policies: Create clear guidelines about authenticity in applications
  3. Strengthen verification: Implement robust identity verification processes
  4. Build relationships: Partner with specialist recruiters who prioritise authentic assessment
  5. Focus on development: Invest in ongoing training and support that brings out genuine potential

The competitive advantage of authenticity

While deepfakes present challenges, they also create opportunity. Companies that excel at identifying and nurturing genuine talent will build stronger, more cohesive sales teams. As we’ve seen with our partners like Echion Technologies, focusing on authentic potential and providing comprehensive support leads to:

  • Higher retention rates
  • Better team performance
  • Stronger customer relationships
  • Sustainable revenue growth

Partner with experts who understand

The rise of deepfakes in recruitment isn’t just a technological challenge; it’s a human one. At Flourish, we combine:

  • 360° capability: From recruitment to long-term enablement
  • DEI pedigree: Inclusive hiring that accesses untapped potential
  • Ongoing support: 12-month programmes ensuring sustained success
  • Proven ROI: Cost-effective solutions that deliver results

Take action today

With experts predicting deepfakes will become undetectable within 12 months, now is the time to strengthen your sales recruitment process. Don’t wait until you’ve been deceived to take action.

Contact our team to learn how our proven approach to finding and developing sales talent can protect your organisation while building a high-performing team.

Ready to build an authentic, high-performing sales team? Discover how Flourish can transform your sales recruitment with our unique blend of talent acquisition, training and ongoing support. Because in sales, authenticity isn’t just best practice – it’s your competitive edge.

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