A staffing or recruitment agency has at least two distinct audiences: businesses needing help with recruitment or staffing, and people considering a job. They need different messages, pages and contact points.
The old article’s year and generic growth promises have been replaced with six priorities that can be assessed against the agency’s actual capacity and offer.
1. Clarify which projects you want
Describe specialisms, geography and types of delivery. A client should understand whether you fit their needs before the first conversation. A candidate should not have to navigate a sales pitch to find available jobs.
Prioritise areas you have the expertise and capacity to deliver. Do not make the website broader than the business.
2. Explain the process to the client
Show what happens from clarifying needs to delivery and follow-up. Describe who is responsible, what the customer needs to contribute and how key decisions are made. Avoid firm time promises that do not apply to every assignment.
Use case studies with permission and a clear description of your role. Any results must relate to a specific period and definition, rather than being presented as an expected standard.
3. Give candidates their own route
Job information, practical questions and the application should fit together. Keep communication about a specific application separate from general marketing emails and any candidate database.
Read the guide to content for jobseekers for a more detailed process.
4. Use content to clarify difficult choices
Clients may need help defining needs, assessing skills or planning the process. Candidates may need to understand a role and prepare an application. Answer these questions rather than publishing many generic posts about the importance of people.
Only publish expert or regulatory advice you can substantiate and maintain. Assign responsibility for reviews.
5. Choose distribution with clear boundaries
Search and professional networks can serve different purposes. LinkedIn offers, for example, targeting based on professional attributes. This does not make every targeting option appropriate for a job advertisement; check the platform’s current rules and assess the specific setup.
Give client and candidate campaigns different goals and destinations. This makes their actual value easier to evaluate.
6. Measure quality and follow-up separately
Count relevant customer enquiries and relevant candidate applications separately. Record where the process stops and who owns the next task. Protect candidate information and limit access to those who need it.
More form submissions are worth little if the right person does not get a reply. Connect marketing to a practical follow-up workflow with clear responsibility.
