Just a quick Question and then an observation

Question when you bring a shift caracter into play during the build phase is that considered a recruitment?

Observation if it is yes wouldn't 2 drop paladin kill Exiles rush paladin texts says

active> each opponent can't rectuit characters this turn with the same cost as another character he recruited this turn Use only if you control another wild pack character

No, it isn't

If it did then paladin would be great against exiles but as it doesn't paladin does nothing against them.

Actually Shifting a character into play is not considered to be a recruitment, even though it does check for uniqueness much like Substitute. An example of this is Nocturne's ability to ready a character cost 4 or less when recruited. If she happens to be Shifted into play hr ability does nothing thus confirming that Shifting =/= as recruiting. As such Paladin does nothing to Shifting characters into play.