Recruitment and staffing · agencies, staffing platforms Two audiences, one plan

Recruiters have to sell to candidates and clients at the same time, and most marketing serves neither. The plan we would propose splits the content by audience, keeps the brand consistent across both and uses the CRM to make sure a candidate who registers on Friday hears back before Monday.

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PlanThe approach we would propose, with honest expectations set in the free audit

The approach

Candidate side: filmed content about the roles, the sectors and the process, on the platforms candidates use, with a registration journey that takes a minute. Client side: case studies, founder led LinkedIn content and a website that explains the service in outcomes. One brand across both, so the agency looks like one business. A CRM that acknowledges and routes every registration and every client enquiry instantly.

Two audiences, one brand

A recruitment agency markets to candidates and to clients at once, and the two want opposite things. Candidates want opportunity, honesty and speed. Clients want reliability, sector knowledge and a shortlist that saves them time.

Most agency websites are built for one and confuse the other. The fix is not two websites. It is a clear split at the top of the site and one consistent brand across both, so the agency reads as one business rather than two.

Candidate attraction is a content problem

Job boards are a commodity and every agency has the same ones. What separates an agency is whether candidates come directly, and that comes from being visible and useful before anybody is looking.

Content about the sector, realistic salary ranges, what a good CV looks like for these roles, what the interviews actually involve. Filmed, short, and on the platforms candidates use rather than the ones the agency prefers.

Client side, and why founders outperform companies

On the client side LinkedIn does most of the work, and personal accounts outperform company pages by a wide margin. A director posting once a week about the market they recruit in generates more enquiries than the company page ever will.

Case studies matter here too, written as outcomes: the role, the difficulty, the time to hire, the retention afterwards. Most agency case studies describe the process and skip the result.

Speed, again

Both audiences judge on response time. A candidate registering on a Sunday evening and a client enquiring on a Friday afternoon both expect an acknowledgement immediately and a human inside the working day.

Automating the first and guaranteeing the second is the cheapest competitive advantage available in this sector.

What we would do first

The audit: how candidates and clients find you now, how fast each is answered, what your LinkedIn and Google presence say. Then the two content plans, the CRM response and a rebuilt homepage that speaks to both audiences without confusing either.

Questions

How do recruitment agencies win new clients?

The same way any professional service does now: by being visible and credible before the call, not by making more calls. Consultants posting specifically about their sector, filmed content that shows you understand the roles you fill, case studies with real numbers, and a Google profile that stands up to a search. Business development still involves picking up the phone; the difference is whether the person on the other end has heard of you.

How do we attract candidates when nobody applies?

Show the workplace. A job advert competes with forty identical adverts; a two minute film of the team, the site and what the work is actually like does not. We film roles on location so candidates see the place before they apply, which cuts the time wasted on people who withdraw at interview because it was not what they pictured.

Do you write job adverts?

We can, and more usefully we make them worth reading: what the job actually involves, what the team is like, what the progression is, and a salary rather than a coy bracket. Adverts written to attract rather than to filter get more applicants and better ones.

Does LinkedIn advertising work for recruitment?

For client side campaigns to a narrow audience, sometimes, and it is expensive. For candidate attraction, organic content from consultants usually beats paid, because candidates follow people rather than agencies. We would test a small paid budget alongside a consistent organic programme rather than the other way round.

Will this connect to our recruitment CRM?

Usually, through the CRM or a middleware connection, so enquiries and applications land where your consultants already work rather than in a separate inbox. We map it in the audit, because recruitment systems vary more than most and we would rather check than promise.

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Tell us what you need

Four details and a line about your business. A director reads it and replies within one working day. If you want us to review your marketing first, the free audit and 30 day plan is the place to start.

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