The Recruitment Marketing and Sales Podcast

Denise Oyston
  • 5.0 (2)
  • Marketing
  • Updated Biweekly

This is the Official Podcast of Superfast Recruitment

  1. 1d ago

    What Recruiters Need to Know About TikTok This Year

    TikTok reaches around 24.9 million adults in the UK, roughly 136 million in the US and 10.2 million in Australia. That’s somewhere between a third and two-fifths of the adult population in each of those markets. The audience sits mainly in early- to mid-career stages, and because the For You Page hands out reach based on interest rather than follower count, a brand-new account can get in front of thousands of people. For recruitment, search and staffing businesses, the honest answer is that TikTok is a candidate channel, not a client one. There’s no sourced example of a recruitment business winning new client work through TikTok, and no verified UK, US, or Australia return-on-investment benchmark for the sector. The people who sign off recruitment spend aren’t concentrated on the platform. So if you hire at volume for entry- to mid-level roles, it’s worth testing with a small, defined budget of around 300 to 500 pounds over a fortnight, measuring your own cost per lead rather than relying on anyone else’s numbers. If you’re targeting senior or executive people, put that time into LinkedIn, your email list, and direct outreach instead. This post covers the audience data, what the algorithm rewards in 2026, what a test costs in time and money, and four questions to help you decide either way. What You Will Learn in This Post Who’s really on TikTok in the UK, the US and Australia, and what those numbers mean for the roles you fill Why the change of ownership in January 2026 removes the one objection that stopped a lot of recruiters from looking at the platform at all What the algorithm rewards now, and why a brand new account with no followers can still get real reach Why TikTok can get you candidates but there’s no evidence it will get you clients The difference between attracting candidates and winning clients, and why mixing the two up costs you money What a proper test costs in time and money, and four questions that’ll tell you whether to run one at all I know what some of you are thinking. TikTok is for dancing. It’s not for a serious recruitment business. My clients aren’t on there. Some of you will be right about that. And I want to say up front, you have my permission to walk away from this one. Not every channel is for every company, and part of my job is helping you say no with confidence rather than adding another thing to a list you’re already struggling to get through. But it’s a fair question, so let’s answer it properly. Here’s where I’ve landed after going through the research. TikTok can get you candidates. I couldn’t find any evidence that it will get you clients. That’s the short version. The rest of this post is why, and what you should do about it. What Changed in 2026 Let me start with what’s shifted, because if you looked at TikTok a year or two ago and backed away, your reason might not apply anymore. TikTok is a short-form video app owned by the Chinese technology company ByteDance. It launched internationally in September 2017. In January 2026, its US operations were sold to a new, majority American-owned entity called TikTok USDS Joint Venture LLC, led by Oracle, Silver Lake and Abu Dhabi’s MGX. They hold 80.1 per cent between them, with ByteDance keeping 19.9 per cent. The deal closed on 22 and 23 January 2026. Why does that matter to you? Because for years, the objection I heard most about TikTok had nothing to do with the audience. It was the risk that the whole thing might disappear overnight in the US. Hard to build a plan on that. That question has now been answered. I’ll be straight with you, though. Some legal commentators, including at Harvard Law School, argue the data and influence questions haven’t been fully settled. So not every concern is gone. It’s that the one that made planning impossible has. If you parked TikTok because of that, it’s worth another look. Who’s Really on TikTok in Your Market These are TikTok’s own advertising reach estimates for adults, which are the most current, source-dated data available. UK: around 24.9 million adults, roughly 36 per cent of the population US: around 136 million adults, roughly 39 per cent. Estimates vary between sources from 136 million up to 153 million, so treat it as a range Australia: around 10.2 million adults, roughly 37.5 per cent So in all three of the markets most of you work in, somewhere between a third and two-fifths of the adult population is reachable on this platform. That isn’t a niche. Which is why it’s worth making a proper decision about, rather than dismissing it because of what you assume is on there. Now, the make-up of that audience is what matters for you. In the UK, TikTok’s adult audience is around 62 per cent female, which is a big difference from the global picture. The largest UK segments are 25 to 34, at around 29 per cent, and 35 to 44, at around 23 per cent. In Australia, the gender split is close to even, and the 25 to 34 group is the biggest single segment at around 48 per cent. Globally, around two thirds of adult users sit in the 18 to 34 bracket, with about 8 per cent aged 55 and over. What does that mean in practice? TikTok’s built-in audience sits mainly in early to mid-career stages. It’s not where you’ll find a concentration of senior hiring decision-makers, board-level people or business owners. They’re on LinkedIn, and we covered that channel in a previous episode. One more thing if you work in the Australian market. The under-16 social media ban came in during December 2025 and applies to TikTok, which has pushed the active base further towards adults. For reaching early career professionals in Australia, that makes it slightly more relevant, not less. How the Algorithm Works, and Why It Matters to a Small Business TikTok doesn’t work like LinkedIn or Facebook, and this is where people get caught out. On most platforms, your content goes to your followers first. If you’ve got fifty followers, you reach fifty people. TikTok hands out reach through the For You Page, which works on interest rather than your follower list. That means a brand-new account with nobody following it can get in front of thousands of people if the content works. Please sit with that for a second, because it’s rare. On almost every other platform, you have to build an audience before you get reach. Here you don’t. For a small recruitment or search business starting from nothing, that’s the strongest argument for testing this channel. In 2026, the algorithm has moved further towards rewarding completion rate, rewatches and total watch time. Not likes. Not follower count. Whether people watch your video to the end, and whether they go back and watch it again. TikTok tests each video on a small sample first, then decides whether to push it wider. There’s a second shift worth knowing about. People increasingly use TikTok as a search engine, typing questions into it the way they’d type them into Google. For a recruiter, that’s useful, because content answering real questions- what a role pays, what the interview process looks like, how to move into a sector- keeps working long after a trend has died. On frequency, general guidance is one to four organic posts a week, with newer accounts sometimes benefiting from a few more while they build momentum. On engagement, the estimates vary depending on who you read. One 2025 study puts TikTok at 4.86 per cent, another gives a median of 1.73 per cent, and a third gives 3.7 per cent. Different methodologies so that I wouldn’t build a business case on any single one. What they all agree on is that TikTok beats Instagram, Facebook and X on average engagement. Why TikTok Won’t Get You, Clients Now for the part I really want you to take away, and I’d rather you heard it from me than found out three months into a content plan. When I went through the research for this episode, I was looking for one specific thing. A recruitment or search business that had won client work through TikTok. A PSL, a retained brief, an exclusive assignment. Something that started because a hiring manager saw them on the platform. I couldn’t find one. Not in the UK, not in the US, not in Australia. There is documented recruitment activity on TikTok, and some of it has real numbers attached. But it’s all candidate attraction and employer branding, and none of it is UK-based, so I’m not going to wave it in front of you as though it tells you something reliable about your market. Does the absence prove it’s never happened? No. But it tells you something, and the audience data explains why. The people who sign off recruitment spend aren’t concentrated on this platform. There’s a second gap worth naming while we’re being honest. There’s no reliable UK, US or Australia benchmark for return on investment on TikTok advertising specific to our sector. So if you go in, go in as a test with a defined budget and measure it yourself. Attracting Candidates and Winning Clients Are Two Different Jobs This is the bit that sits underneath everything else, and it costs recruitment business owners real money. We talk about recruitment marketing as though it’s one thing. It isn’t. It’s two jobs. One is attracting candidates. Getting people to apply, building an employer brand, filling your talent pool. The other is winning clients. Getting in front of hiring companies, starting conversations with decision-makers, landing briefs and retainers. Different people. Different messages. Different channels. And a channel can be brilliant at one and useless at the other. Why does this matter so much? Because you can spend six months posting away, watching the views come in, feeling like your marketing is finally working, and then wonder why your client pipeline hasn’t moved an inch. It hasn’t moved because you were doing the other job. I see this a lot. Someone

  2. Aug 11

    Marketing Channels for Recruiters: What Recruiters Need to Know About LinkedIn This Year

    LinkedIn is the one platform almost every recruiter already uses. That is a good instinct. The catch is that most recruitment and search business owners lean on it for one job, sourcing candidates, and leave the more valuable job, winning clients and building a brand, largely untouched. So let me give you an honest breakdown of what LinkedIn does well, what it does not, and how to make it work for both winning clients and finding candidates. LinkedIn Does Two Jobs, Using Two Different Parts of the Platform One idea runs through everything below. Instagram and Facebook, which we covered in the previous two episodes, are candidate attraction and employer brand channels. LinkedIn is different. Most recruiters already use it every day, and for the most part they use it as a sourcing tool, finding candidates by role, skill and sector. That is a fair way to see it, because it is a brilliant sourcing tool. But sourcing is only half of what LinkedIn can do for your business. The other half, and the one many recruiters underuse, is the client side. LinkedIn is also your strongest channel for winning clients and for building a personal brand that brings clients to you. It is where the people who hire you spend their working lives. So for most owners, the opportunity is not to source more; it is to start using the client, business development and personal branding half they have been leaving untouched. Two jobs, one platform, and they do not happen in the same place. The client and brand side lives in the feed, in what you post and how consistently you show up. The sourcing side lives in outbound search and messaging. Treat LinkedIn as one undifferentiated thing, and you dilute both. Understand the split, and you get far more from it. How Big It Is, and Who Is On There LinkedIn passed 1.3 billion members worldwide this year, with around 310 million active every month. More useful than the global figure is how far it reaches into the working population of the markets most of you serve. In the UK, LinkedIn reaches around 71% of the population. In the US, around 83%. In Australia, around 61%. Those are high figures, drawn from LinkedIn’s own advertising reach data, so they include some duplicate and inactive accounts. Treat them as a sign of very high penetration rather than a literal count of individuals. Either way, the conclusion is the same. Almost every hiring decision-maker you would want as a client is reachable here. LinkedIn reports more than 65 million decision-makers and 10 million people at C-level among its members. That is your ideal client list, gathered on a single channel. The Lurker Economy, and Why It Matters So Much Now the single most important thing to understand about LinkedIn. Only around one percent of active users post content. Everyone else reads. They scroll, they notice, they form a view, and they rarely like, comment or share. These are the lurkers, and they make up the vast majority of the platform. Think about who they are. Your clients. Hiring managers, business owners and department heads do not spend their working day reacting to posts. But they see them. And when a vacancy appears, they contact the recruiter who has been showing up in their feed. Brand Building and Client Acquisition Are the Same Activity This is why, on LinkedIn, building your brand and winning clients are not two separate tasks. They are the same task. Here is a real example from one of our members. She had been posting consistently on LinkedIn for some time. Nothing elaborate, just useful content in her specialist area, published week after week. Then a client she had not worked with in over a year came to her out of the blue with a senior technical role, a CTO position, and handed it to her exclusively. When she asked what had prompted the call, the answer was revealing. He told her he could not miss her, she was all over LinkedIn, and when the role came up hers was the first name that came to mind. He had never once liked or commented on a single thing she posted. That is the whole point. You are not posting to collect reactions. You are posting to stay in the mind of a buyer who will never engage in public, but who will call you the moment they have a need. Every useful post is a small deposit into that future phone call. Same anonymised member story as the script, the real Rachel / Ice Recruitment example. Say the word and I will name her, since it is already published with permission. What the 2026 Algorithm Now Rewards LinkedIn changed how its feed works this year, and the change favours exactly the kind of person reading this. The platform has moved towards relevance-based distribution. In plain terms, it now works to put each post in front of the people most likely to find it genuinely useful, weighing the author’s demonstrated expertise and topic consistency rather than raw reactions. It pushes down engagement bait, the “comment YES if you agree” style of post, along with generic content that reads as machine-made and posted without thought, and posts where the video has nothing to do with the words. What it rewards is teaching something useful, in a clear niche, from someone who obviously knows their field. Read that again. It describes you. You are a real expert in your sector, which means you do not need to chase viral reach. You need to be consistently useful to a specific group of people, which is what the platform now favours. On format, documents, carousels and native video currently outperform plain text and link posts, so if you are unsure what to create, start there. Using LinkedIn to Source Candidates So far we have talked about the feed, which is where clients and brand live. The other job, sourcing, happens through LinkedIn’s paid tools, and it is worth knowing LinkedIn splits the two jobs across two different products. Sales Navigator is the business development tool, built to find companies that are hiring and reach the decision-makers behind them, which is what most recruitment owners use it for. A Recruiter licence is the sourcing tool, and that is the one that matters here. A Recruiter licence, whether full Recruiter or the lighter Recruiter Lite, lets you search and reach candidates by job title, seniority, industry, skills and experience with a precision no other platform offers. You can organise candidates into talent pools and use InMail to reach passive people who are not in your network. And the outbound approach delivers. Industry data this year shows a candidate you source and approach directly is around five times more likely to be hired than one who applies to a job advert. It is little wonder many recruiters use LinkedIn every day for sourcing. Where LinkedIn Is Not the Answer An honest series means honest limits. LinkedIn is outstanding for sourcing professional, technical and executive candidates. For high-volume, hourly, trades it is a weaker candidate channel, and that is where Facebook and the other platforms we have covered earn their place. So match the channel to the roles you fill. If you place specialists and professionals, LinkedIn is close to essential on both sides. If you place high volumes of hourly workers, use LinkedIn for the client relationship and source your candidates where they gather. The Mistakes That Hold Recruiters Back A handful of habits hold recruiters back on LinkedIn. Posting only jobs, which turns your profile into a job board and builds no authority. Posting rarely and in bursts, when consistency is the entire game. Chasing engagement tricks that the algorithm now works against and that clients see straight through. Publishing generic, machine-made content with none of your own thinking in it. What aspect of LinkedIn is Right for Your Business? No channel suits everyone, so decide deliberately. Ask three questions. Is my priority winning clients or sourcing candidates? If clients, LinkedIn is close to essential whatever your sector. If candidates, what kind of roles do I fill: professional and technical, and LinkedIn is your best tool; high-volume and hourly, and you should source elsewhere while still using LinkedIn for clients. And can I commit to showing up consistently with useful, niche content rather than the occasional job advert? That consistency is what turns a dormant profile into a channel that brings in business. Answer those honestly and you will know how much of your time LinkedIn deserves. How We Can Help You This Year Knowing what to do is one thing. Doing it consistently, while running a business, is another. That is what we help with inside Superfast Circle. Members get a personalised marketing plan, done-for-you content and campaigns, monthly coaching and a clear system that makes showing up on LinkedIn and the other channels straightforward rather than one more job on the list. If you have been meaning to get LinkedIn working properly for your business, book a call and we will show you how it works. www.superfastrecruitment.co.uk/call Thanks Denise The post Marketing Channels for Recruiters: What Recruiters Need to Know About LinkedIn This Year appeared first on Superfast Recruitment.

  3. Aug 4

    What Recruiters Need to Know About Facebook This Year

    Let me start with a question I get asked more than almost any other when it comes to marketing channels. Should I be using Facebook for my recruitment business? It usually comes with a follow-up. Is it not just for personal stuff now? Has everyone not moved on to LinkedIn or Instagram? Is it worth my time? Here is the honest answer. Facebook can be genuinely useful for recruitment, but only for a particular kind of hiring, and only if you use it in a particular way. A lot of the owners I work with get this wrong on both counts. Some write it off completely and miss a real opportunity. Others pour hours into it expecting it to bring them clients, then feel let down when it does not, because winning clients was never what Facebook was for. So let me clear it up. Here is what Facebook is good for, what it is not, and how to decide whether it deserves a place in your marketing for the rest of the year. Facebook is bigger than you think First, let us deal with the myth that everyone has left. Globally, Facebook has more than three billion people using it every month. It is still the biggest social network in the world. Closer to home, in the markets most of you work in: Around 56% of the UK population have a Facebook account, roughly 55 to 56 million people. In the US, around seven in ten adults use Facebook. In Australia, around 65% of the population are on it. In our markets, the audience is broadly stable rather than growing fast, but it is enormous, and it is not going anywhere. So no, Facebook is not dead. Not even close. But scale is not the same as relevance Here is the thing to hold onto. A huge audience only matters if the right people are on it and you can reach them. So the real question is not how big Facebook is. It is who is on there for you, and whether you can get in front of them. What Facebook is really for in recruitment When it comes to recruitment, Facebook has one clear job. Candidate attraction, and specifically for volume and local hiring. It is not a client channel, at least not organically. It is not where you win business development or reach senior hiring managers. And this is not just my opinion, it is built into how the platform works. On LinkedIn, people show up as professionals. They tell the platform their job title, their company, their seniority. That is why you can target a hiring manager or a head of talent so precisely. On Facebook, people are not there as professionals. They are there as people, catching up with friends, sitting in local groups, watching video. So the targeting recruiters rely on, by job title, by seniority, by company, either is not available or is not reliable. That single difference tells you almost everything. Facebook is brilliant at reaching a broad, local, personal-life audience. It is weak at reaching a specific professional one. One exception, and it is paid There is one important caveat. Everything above is about organic Facebook, the free posting side. Paid is a different lever. When you put budget behind Meta ads, you can build brand awareness with a far wider audience than your own followers, and that can include potential clients, not only candidates. It will not replace LinkedIn for winning business, but it can keep your name in front of the right people. There is a fair bit to running Meta ads well, and we will cover that properly in a dedicated episode later in this series. The reach problem nobody tells you about Now for the single most useful thing I can tell you about Facebook. If your Facebook strategy is a company Page that you post to now and again, I am sorry to say, almost nobody is seeing it. Organic reach on a Facebook Page, the number of your followers who see a post without you paying, has collapsed. The benchmarks now sit at around 2% of your followers per post. So a thousand followers might mean twenty people see a post. Ten years ago that figure was closer to 16%. It has fallen off a cliff, and it is not coming back, because Meta makes its money selling reach through ads. So where is the life on Facebook? Groups. Facebook Groups reach 15 to 40% of their members per post, five to fifteen times more than a Page. The algorithm favours Groups because people opt in and engage there. A niche local jobseeker group, or a sector-specific community, will do far more for you organically than your company Page ever will. That flips the usual advice on its head. The instinct is to build your Page and post your jobs. The reality is that your Page is the weakest tool Facebook gives you, and Groups are the strongest. If you take one thing from this, let it be that. Where it works, and where it does not Let us make it practical. Facebook works well when your hiring depends on candidate volume in a specific area. Retail, trades, hospitality, industrial, warehouse, driving, admin. Roles where you need a steady flow of local applicants, and where those candidates are living their everyday lives on the platform and in local groups. For that kind of hiring, Facebook’s local reach and low cost are hard to beat. Where does it fall down? Executive search. Specialist technology roles. Professional services placements. Anything where the candidates and clients are senior, specific and few. Those people are far easier to reach on LinkedIn or through niche channels, and Facebook’s lack of professional targeting works against you. So the question is not whether Facebook is good or bad. It is whether the hiring you do matches what Facebook is good at. For some of you that is a strong yes. For others it is a clear no. Both are fine, as long as you are honest about which one you are. A real example Here is what this looks like done well. A technical staffing company wanted more applications for the roles it was filling. Rather than relying on its Page, it ran a tightly targeted local campaign, focused on people of working age within about a fifty-mile radius, using job-related search terms, backed by consistent content. Over the year, job applications rose by 82%. They nearly doubled. Follower numbers climbed sharply, and website traffic rose too. Notice the pattern. Local. Targeted. Consistent. A little paid spend to earn reach, rather than hoping the Page would deliver it. That is the Facebook playbook for recruitment in a nutshell. If you use it, here is what works If you have decided the hiring you do fits, here is what works, based on the data rather than guesswork. Lead with Groups, not your Page. Get active in niche and local groups where your candidates already are, or build one if the right group does not exist. That is where your organic reach lives now. Use video, and caption it. Native and live video get the highest reach by a distance, and most people watch with the sound off on their phone. Captions are the difference between being watched and being scrolled past. Do not treat Facebook as free. Pair organic activity with a small, consistent paid budget. Even ten to twenty pounds or dollars a day, run properly and given time to settle, will do more than occasional bigger bursts. Go hyper-local for volume roles. Target by area and by interest, exactly as in the example above. And the mistakes to avoid: relying on your Page as your main channel, posting rarely and expecting reach, using Facebook to chase senior decision-makers it was never built to target, and running paid campaigns on too small a budget for the platform to learn anything. How to decide if Facebook is right for you Three questions to consider Does my hiring depend more on candidate volume in a specific area than on reaching senior client decision-makers? If yes, Facebook is worth a proper look. Do I have even a small budget, say ten to fifty a day, and a few hours a week for content and a group presence? If not, organic-only effort at today’s reach levels probably will not repay the time. Is my priority reaching hiring managers or senior clients in professional services or technology? If so, Facebook is a secondary channel at best, and LinkedIn is where your energy should go. Answer those honestly and you will know. That is the whole point of this series. Not to be on everything, but to choose the channels that fit how you win, and give those your full attention. How we can help you this year Working out which channels are right for your business, and then producing the content consistently, is exactly what we help recruitment and search companies with inside Superfast Circle. Our members get done-for-you content, monthly coaching and a clear plan, so marketing stops being the thing that slips when you get busy. If that is the kind of support you have been looking for, book a call and let us show you how it works. www.superfastrecruitment.co.uk/call Thanks Denise The post What Recruiters Need to Know About Facebook This Year appeared first on Superfast Recruitment.

  4. Jul 28

    Marketing Channels for Recruiters : What Recruiters Need to Know About Instagram This Year

    This is the first in a new series where I take you through the main marketing channels one at a time, from Instagram and LinkedIn to YouTube, TikTok, email and paid ads, and give you the honest picture on each one. Here’s why I’m doing it. One of the questions we get asked more than almost any other is simple. Should I be on this platform? Is that one worth my time? Where do I put my effort? It’s a fair question, because there are more channels than ever, and none of us has the time to be on all of them. If you listened to the last podcast, we went through the marketing tasks worth doing over the summer- those slower weeks where you finally get a bit of headspace to work on the business instead of just in it. A lot of you will be doing exactly that right now, looking at the rest of the year and wondering where to focus. So it feels like the right moment to go through the channels properly, one by one. We’re starting with Instagram, because it’s the one recruiters are most unsure about. It feels very consumer, very lifestyle, and a lot of owners wonder whether it has any place at all in a serious, B2B business. Here’s the honest answer. And it starts with the data. The Numbers Might Surprise You In the UK, Instagram has around 37.7 million users, according to the most recent figures from NapoleonCat in March. In plain terms, that’s more than half the entire UK population. Not half of social media users, half of everyone, every age group. The US is much the same. The latest data from Pew Research shows about half of all American adults are on Instagram. And Australia is higher still, with almost seven in ten adults using it at the end of last year. So let’s put one myth to bed. Instagram is not a niche teenage app any more. It’s properly mainstream, across all three of the markets most of you work in. But here’s the part that matters most for us as recruiters. The age profile, and it’s worth looking at properly. In the US, eight in ten of the 18 to 29 age group are on it, dropping to fewer than one in five of the over-sixties. In the UK, the biggest single group is 25 to 34. Hold that thought, because it’s the key to everything that follows. Instagram Is a Candidate Channel, Not a Client One Here’s what that age profile is telling us. For most recruiters, Instagram is a place to attract candidates and build your brand, not a place to win new clients. Think about it. The people doing the hiring, the ones who sign off your fees, tend to be more senior, and they’re far more likely to be on LinkedIn. That’s where they go with their work hat on. The people scrolling Instagram are much more likely to be your candidates, and they’re sizing up what it’s like to work somewhere long before they ever apply. So if your goal is winning new clients, hand on heart, Instagram probably isn’t where I’d start. LinkedIn is still your channel for that, and we’ll cover it properly later in the series. But if you want to attract candidates and build a brand that makes people think they really know this market, I want to work with them, then Instagram can genuinely earn its place. I’d rather be straight with you about that than have you chase a channel because everyone says you should. Which Sectors It Suits A lot of it comes down to your sector. Instagram tends to work best where the work is visual and where the people you want to reach are already spending their time. Think hospitality, retail, the trades, creative and marketing recruitment, or early careers and graduate recruitment. Anywhere you can show people, places, a bit of culture and energy. It works less well for executive search, senior finance, legal, and high-level tech and engineering, where both the candidates and the clients tend to be more senior and established in their careers, and far more likely to be found on LinkedIn. So before you put a single hour in, ask yourself honestly whether your candidate pool is really the kind of audience that’s on Instagram. If it is, read on. If it isn’t, this might be one you note and move past, and that’s a perfectly good outcome. Half the value of this series is helping you rule channels out. What Works on Instagram Let’s say Instagram does fit your market. Here’s what works, and none of it needs you to be a professional content creator. Lead with video. Reels, the short ones, get far more reach than a plain photo post right now, and they don’t need to be polished. A quick chat to camera about a role, a bit of advice for candidates, a behind-the-scenes moment. That’s plenty. Use carousels for teaching. Swipe-along posts like five CV (resume) mistakes costing you interviews, or what it’s really like working with us. People save that kind of content, and saves are one of the strongest signals you can send Instagram that your content is worth showing to more people. Use Stories to stay front of mind. Polls, questions and quick updates keep you visible with the people already following you, with barely any effort. Use your DMs properly. So many good recruitment conversations start in the messages, so make it easy for people to reach you there and reply like a human, not a job board. The golden thread through all of it is to be real. Real people, real placements, real culture. On Instagram, authentic beats polished every time. Time, and the Reset Tax A quick word on time, because I know that’s what you’re really thinking. To make Instagram work, you’re looking at posting a few times a week and sticking at it for a couple of months before you see much back. It’s not instant. But then nothing good in marketing ever is. And this brings me to something I feel strongly about. Please don’t try to do all of this at once, across every platform. I see recruiters get excited, throw themselves at four channels for three weeks, run out of steam, and stop. Then they start again in a panic when the pipeline dries up. All that stopping and starting costs you. Every time you disappear for a while, you lose the momentum you’d built, the algorithm stops favouring you, and the warm audience you’d gathered goes cold again. I call it the reset tax, and it’s one of the most expensive mistakes in marketing. You’re far better off picking one or two channels that genuinely fit and showing up on them consistently than spreading yourself thin across the lot and burning out. That’s the whole point of this series. Choose well, then commit. Does It Work? Yes, when it fits. A recruitment agency in Germany ran a simple campaign on Instagram Stories and brought their cost per hire down from around four and a half thousand euros to about thirteen hundred. That’s a serious result, and it came from genuine, culture-led content rather than anything fancy. Real people, real workplace. How to Decide If It’s Right for You Four quick questions. Is my main goal candidates and brand, or clients? If it’s clients, start with LinkedIn. Is my candidate pool genuinely on Instagram? Visual, consumer-facing sectors, yes. Senior and niche, probably not. Have I got visual content, or can I create it? Culture, people, placements, advice. If there’s nothing to show and no time to make it, your effort is better spent elsewhere. Can I commit to being consistent for a couple of months? If not, don’t start, because a burst followed by silence is worse than not showing up at all. Answer yes to those and Instagram is worth a proper go. Answer no, and you’ve saved yourself a lot of wasted time, which is a win too. In Short Instagram is a mainstream channel now. It’s excellent for attracting candidates and building your brand in the right sectors, weaker for winning new clients, and the trick is being honest about whether your market is really there before you commit. Next in the series, we’re staying in the Meta family and turning to Facebook, Instagram’s older sibling with a very different crowd, and one a lot of recruiters write off too fast. How We Can Help You This Year Knowing what to do is one thing. Doing it consistently is another. If you’d like a hand putting your channel plan together and having the content resources ready so you can stay consistent without it swallowing your whole week, that’s exactly what we do inside Superfast Circle. Book a call and we’ll show you how it works: www.superfastrecruitment.co.uk/call Thanks Denise The post Marketing Channels for Recruiters : What Recruiters Need to Know About Instagram This Year appeared first on Superfast Recruitment.

  5. Jul 14

    Don’t Pay The Reset Tax With These 7 Marketing Tasks for Your Summer

    Summary Most recruitment business owners stop marketing over the summer and restart in September. That restart carries a hidden cost: lower reach, a colder audience and a first month back spent recovering ground you already owned. Marketers and BD professionals call it the reset tax. This post sets out seven marketing tasks for the summer. They are not designed to fill your quiet weeks with busywork. They are designed to build a marketing system that keeps running when you are heads down billing, so your autumn pipeline is not left to chance. Key Takeaways The reset tax is the cost of stopping and restarting your marketing. Most owners pay it twice a year, over the summer and at Christmas. Review the first half and identify what compounded, rather than what gave you a one off hit. Work your database while clients and candidates have the headspace to think. Build your pipeline sixty days ahead. October fees are earned in July and August. Get twelve weeks of content written and scheduled before your busy quarter arrives. Fix the shop front. People check your website and LinkedIn profile long before they contact you. Be honest about whether you are doing no marketing, too little marketing, or the wrong marketing. The fix is different for each. Choose the system over the sprint. Small consistent levers beat bursts of effort every time. What happened to your marketing last August? Not what you meant to do. What actually got sent, posted, written and published. For a lot of recruitment business owners, the honest answer is not very much. Clients go quiet. Candidates are away. The inbox slows. And the marketing, which was already the first thing to get dropped when you were busy, gets dropped again. Then September arrives, everyone comes back, and you look at a thin pipeline and think, right, time to get back out there. So you start again. And starting again is the expensive bit. The Reset Tax Nobody Budgets For There is a cost to stopping and restarting your marketing, and it never appears on a spreadsheet. Marketers and BD professionals call it the reset tax. You stop posting for six weeks. Your reach drops, so when you return you are seen by fewer people than before you left. The warm audience you built has cooled. The people who were starting to recognise your name have forgotten it. You spend your first month back buying your way to where you already were. Most recruitment business owners pay this tax twice a year. Once over the summer. Once at Christmas. This is not an argument for working through August. It is an argument for using the summer differently. The quiet weeks are not the time to do more marketing. They are the time to build the thing that means your marketing does not stop when you do. Why a To Do List Is Not Enough A list of tasks reinforces the behaviour that keeps recruitment companies stuck. It suggests marketing is a pile of jobs you get to when there is a gap. After eighteen years working with recruitment and search business owners, I can tell you this is rarely a knowledge problem. You know you should be visible. You know you should be talking to your database. It is an implementation problem. The gap between knowing and doing is where growth disappears. So here are seven tasks, and every one of them is chosen because it closes that gap rather than adding to your September workload. 1.Review the First Half Honestly We are past the halfway point, so look back at January to June and work out what genuinely moved the needle. Use Stop, Start, Continue if it helps. What will you stop, what will you start, what is working that you should keep doing? Then add the question that matters most: what compounded? Some marketing gives you a hit and then nothing. A one off campaign. A burst of posts. Other marketing builds on itself: the content that keeps getting found, the relationships that keep returning, the list that grows whether you are watching it or not. Separate the two, then be ruthless about where your time goes in the second half. 2.Work Your Database While People Have Headspace There is gold at your feet. In your CRM are clients you have not spoken to in eighteen months, candidates you placed three years ago who are now hiring managers, and enquiries that never got a follow up. Summer is one of the few points in the year when those people have room to think. They are reflecting on the year. They are wondering whether they want another one like it. That is the moment to land in their inbox with something useful. A market update. A career conversation. A question about autumn hiring plans. The recruiters with the strongest Septembers are the ones who had those conversations in July. 3.Build Your Sixty Day Pipeline Now The work you do today does not pay you today. It pays you in around sixty days. The conversation you have this week becomes next month’s brief and the placement after that. The fees you bank in October were not earned in October. They were earned in July and August by someone who kept going. So a thin pipeline in September is not a September problem. It is a summer problem you are only finding out about late. Work backwards. Decide what you want to be billing in the final quarter, count back sixty days, and ask what has to be happening now for that to be true. 4.Get Ahead on Your Content This is the task that buys back your autumn. Reach the end of August with twelve weeks of content written and scheduled, and your busiest quarter no longer knocks your marketing over. It simply continues without you. Do not invent topics from scratch. Go and look at what has already worked. Your website analytics will show you which pages people read. LinkedIn will show you which posts landed. Your client calls will tell you which questions keep coming up. The market tells you what it wants. Your job is to listen, then say more about it. 5.Sort Out the Shop Front A beauty salon dresses the window before the season, not during it. Your website and LinkedIn profile are your shop front, and for most recruitment companies they are costing money. People check you out long before they contact you. Look at yours the way a stranger would. Does your website say who you help, or only what you do? Is there a case study or testimonial visible within ten seconds? Is there any reason for a visitor to give you their email address? Does your LinkedIn profile read like a CV, or like a page written for the people you want to attract? None of these are big jobs. All of them are the sort of thing that never gets done because it is not urgent. 6.Be Honest About What You Are Really Doing When I talk to recruitment business owners about their marketing, I hear three answers. The first, and it is more common than people admit, is that they are not doing any marketing at all. None. Too busy, or referrals have always been enough. It simply is not happening. The second is that they are doing some, but nowhere near enough of it, and never for long enough to work. A few posts. An email that went out once. It stops before it has a chance to build. The third is that they are busy doing the wrong things. Activity that feels like marketing and produces nothing. Posting jobs and calling it content. Setting up a channel their market never looks at. Before you add anything to your list, be honest about which of the three you are. The fix is different for each. If you are doing nothing, start, and start small enough that you will keep going. If you are doing too little, commit to something you can sustain when the busy weeks arrive. And if you are doing the wrong things, stop them. Stopping is allowed. Consistency in one or two things that work will always beat scattered effort across six that do not. 7. Choose the System First, Not the Sprint Every task above fails if you treat it as a burst of effort. Review the year, blast the database, write some content, tidy the website, feel productive, then run out of road in week three when a big brief lands. What works instead is small, consistent levers pulled repeatedly, whether you feel like it or not. It is deeply unglamorous and it is the whole game. The owners who grow are not the ones with the best ideas. They are the ones with something in place that keeps the marketing moving while they are heads down billing. That is a system. Building one is the best possible use of your summer. How We Can Help If you are reading this thinking, I know all of this and I still do not do it, that is the most normal thing in the world. It is the Implementation Gap, and it is not a character flaw. It is what we have spent this year designing for. Sharon and I have created The Catalyst System, and it sits at the heart of Superfast Circle. It is there for exactly the problem described in this post: marketing that runs as a system rather than something you get to when you remember. If you would like a look at how it works inside Superfast Circle, book a call and we will walk you through it. www.superfastrecruitment.co.uk/call Thanks Denise The post Don’t Pay The Reset Tax With These 7 Marketing Tasks for Your Summer appeared first on Superfast Recruitment.

  6. Jun 8

    Imposter Syndrome Is Keeping Your Recruitment Business Small

    Key Takeaways From This Post In this episode of The Recruitment Marketing and Sales Podcast, Sharon Newey explores why imposter syndrome disproportionately affects the most capable recruitment business owners, what it actually costs commercially, and three practical actions you can take this week to start showing up with the authority you have already earned. You are on a call with a client you have worked with for a while. Good relationship. The conversation is going well. And then, almost as an aside, they say: “We had a really useful piece come through this week from another agency. A benchmarking report on salaries in our sector. Really timely.” They are not threatening to leave. They are not complaining. It is a throwaway comment. But something shifts. Because you know that topic. You have lived it. You have had the exact same conversation about salary expectations with four clients this month. You know what is happening in that market, why it is happening, and what businesses should be doing about it. You could have written that report. You should have written that report. But you did not. And someone else did. And now your client is talking about them on a call with you. That feeling is not a content problem. It is not a time problem. It is imposter syndrome. And it is costing your business more than you realise. The Statistic That Changes how you see This Research suggests that up to 85% of high-achieving professionals experience imposter syndrome at some point in their careers. Eighty-five per cent. That is not a niche phenomenon. That is not something that happens to people who lack confidence or ability. That is a pattern that affects the majority of people who are genuinely very good at what they do. Imposter syndrome is not evidence that you are not ready. It is frequently a signal that you are more capable than you give yourself credit for. The doubt is not a warning sign. It is a side effect of expertise. What Imposter Syndrome Actually Looks Like in Recruitment In a recruitment business, imposter syndrome rarely announces itself as imposter syndrome. It disguises itself as something far more practical. It looks like waiting until the website is ready. You know the marketing needs to happen. But the website is not quite right, so you will start once that is sorted. The website gets sorted. Then it is something else. It looks like not posting because it is not good enough. You draft something, read it back, and think: this is obvious. Everyone in my sector already knows this. So you delete it, and nothing goes out. It looks like avoiding video, permanently. You know video works. You have seen the data. But something about pressing record feels impossible, so the video conversation gets shelved for another quarter. It looks like undercharging and struggling to defend your fees. When you do not fully believe in your own authority, you drop your rate before the client has even pushed back. You discount as a reflex, not as a strategy. And it looks like watching competitors win work you know you could do better. They are not better than you. They are simply louder. They are showing up. They are saying the things you are thinking. Recognise any of that? Most recruitment directors and founders will recognise at least three of those patterns immediately. And they will have filed them under time, or priorities, or just not my thing. But that is not really what they are. Why High-Achievers are Most at Risk The people most susceptible to imposter syndrome are not the least competent. It is the opposite. The more expert you become, the more likely you are to experience it. And there is a name for this: the paradox of competence. When you are a junior recruiter, you know what you do not know. The gaps are visible and that feels appropriate. But as you become genuinely expert, your awareness of the field’s complexity increases at the same rate as your knowledge. You can see further. Which means you can also see further ahead of where you currently are. You know more, and so you are more aware of the things you do not yet know. And that awareness can feel, incorrectly, like inadequacy. There is a specific version of this that we see consistently. Many of our clients built their career inside a corporate agency. They were brilliant at what they did, and the brand gave them a platform. Candidates and clients trusted them, but some of that trust was borrowed from the institution. And then they went out on their own. Courageous, commercially smart. But it came with a hidden tax. Because now the brand is them. The credibility is theirs to build, not to borrow. And a voice surfaces that says: was it ever really me? The answer is yes. Thirty years of sector expertise does not evaporate when you hand back a corporate email address. But the voice does not always believe that, and the voice is loud. The Commercial Cost you are not Counting Imposter syndrome is not just an internal discomfort. It has a real, measurable commercial cost. And most recruitment business owners have not fully calculated it. The first cost is visibility. When you are not showing up consistently, not posting, not putting your expertise into the public domain, you are invisible to people who are actively looking for someone exactly like you. Your ideal client is on LinkedIn right now, forming opinions about who they trust. If you are not there, you are not in the conversation. Visible competitors win the work you should be winning. Not because they are better. Because they are present, and you are not. The second cost is fee pressure. Authority and pricing power are directly linked. When a client already knows who you are, has read your posts, has seen that you understand their market in a way that other recruiters do not, the fee conversation starts from a completely different position. They have already bought your expertise before you pick up the phone. When you are invisible, you are just another recruiter. And just another recruiter competes on price. We saw this play out clearly with a client who had close to thirty years in her sector. Before she started showing up consistently, she was competing on contingency terms like everyone else. Within months of building a visible presence, she was having completely different conversations. Fee negotiations became almost secondary, because clients had already bought into her expertise before terms were discussed. She went on to secure her first ever retained projects after decades of contingency work. The third cost is referrals. Referrals are generated not just by the quality of your work but by how front of mind you are. If your network has not heard from you in six months, they will refer someone else. Not because your work was not good. Because the other person was more visible at the moment the referral conversation happened. Three Things You Can do This Week These are low-risk, practical actions that genuinely move the needle. Post one piece of content about what you know, not who you are. The best content from a recruitment leader is about the market. What are you seeing in your sector right now? What are clients getting wrong? What do candidates need to understand about the current hiring picture? That is expertise sharing, not self-promotion. Start there. One post. This week. Share a client or candidate outcome. Not a polished case study. Just a moment. “We helped a client hire a head of finance last month, and here is what made the difference in the search.” Two paragraphs. It demonstrates your expertise and is built entirely from something that already happened. You are not inventing content. You are making your existing work visible. Say the thing you think is too obvious to say. Your market hears these things all the time and still makes the same mistakes. Obvious to you is not obvious to them. The insight that feels like basic knowledge inside your industry is exactly what your ideal client is waiting to read. Say it. None of these require a content strategy, a copywriter, or a professional photoshoot. They require you to decide that your knowledge is worth sharing. That is the only prerequisite. Something to Sit With Before you move on, one question worth sitting with honestly. What is the one thing you know you should be saying publicly that you have been holding back? And what is the real reason? Not the practical reason. Not the time, or the website, or the platform. The real reason. In thirty years of coaching, I have rarely met a business owner who lacked something worth saying. What I have met, time and again, are people who had everything they needed and were waiting for permission that was never going to come from anywhere external. You already have the expertise. You have earned it. The only question is whether you are going to let it stay invisible. Thanks, Sharon How We Can Help Working on your marketing consistently is one of the most important things you can do for the long-term health of your recruitment business. Visibility builds authority. Authority builds better fee conversations. And better fee conversations build the kind of business you actually want to run. We have just updated our Superfast Circle programme with new resources and support designed specifically for recruitment business owners who are ready to show up consistently and with confidence. If you would like the full details, email us at support@superfastrecruitment.co.uk and we will send everything across. The post Imposter Syndrome Is Keeping Your Recruitment Business Small appeared first on Superfast Recruitment.

  7. Jun 1

    How to Build a Thought Leadership System That Runs Without You

    Quick Summary of This Post This post explores why thought leadership is no longer optional for small recruitment businesses, why most attempts at consistency fail, and how to build a practical five-component system that keeps your voice in your market without requiring you to start from scratch every week. If you run a recruitment business with a small team and want to stay visible without it consuming your diary, this is the framework you need. Think about the last time you sat down to write a piece of content for your business. A LinkedIn post. Something you had been meaning to send to your database. A short article you had planned weeks ago and kept pushing back. Now think about what stopped you. Not the first time. Not the second time. But eventually, what made you put it down and never pick it back up? For most recruitment business owners we speak to, the answer is the same. It was not a lack of ideas. It was not a lack of things to say. It was that there was no system underneath it. No repeatable process that kept it moving when life got in the way. And because there was no system, the moment a client called, the moment a candidate needed managing, the moment anything urgent appeared, the content went to the bottom of the pile. Again. Every week, it sits there; one week, your competitors show up and you don’t. This post is going to change that. What You Will Learn Why thought leadership matters more than ever in the current recruitment market The three reasons consistency breaks down for small recruitment businesses The five components of a thought leadership system that holds What the system looks like in practice for a typical recruitment business owner Why Thought Leadership is not Optional Right now Sometimes, thought leadership gets talked about like a nice-to-have. Something you do when things are good, when you have time, when business is ticking along. It is not a nice-to-have. And the market data from 2025 into 2026 is making that clearer than ever. 181 UK recruitment businesses entered liquidation in the six months to August 2025. That is an 18% year-on-year increase. The majority of those were micro and small agencies. Founder-led businesses, boutique specialists, people who were very good at what they did. But they were not visible enough in their market to weather the harder periods. The businesses that came through that same period in good shape were not always the most skilled. They were the most visible. They were the ones whose names came up when clients and candidates needed support. They had stayed present. Their competitors had gone quiet. Visibility in a difficult market is not about vanity. It is about being the name that comes to mind first when someone is ready to move. And thought leadership is the most sustainable way to build that kind of presence. When you share your perspective on what is happening in your sector, when you talk about what good hiring looks like, when you help your market think through a challenge they are facing, you are not just posting content. You are positioning yourself as the expert they should call. And that positioning compounds over time. The problem is that most recruitment business owners know this. They have heard it before. And yet, consistent thought leadership remains the first thing dropped when the diary fills up, which brings us to why. Why Consistency Fails Without a System There are three reasons thought leadership breaks down for small recruitment businesses, and each one needs a different solution. Time Running a small recruitment business means wearing multiple hats. You are billing, managing clients, sourcing candidates, running the team, and handling the finances at the same time. Content creation competes with all of that and rarely wins, because it rarely feels as urgent as whatever else is on your list. Perfectionism This one is less talked about but equally common. Many recruitment business owners hold back from publishing because they are waiting for something to be good enough. They want the post to be perfectly worded, the topic timely, the thinking original. And while they are waiting, their competitors are posting imperfect things that are still building their authority. The Absence of a Process This is the root cause underneath the other two. When content creation depends on motivation, on finding a window in a busy week, on inspiration striking at the right moment, it will always lose to the urgent. The only way to solve for time and perfectionism is to remove the decisions. To build a repeatable process that runs regardless of how the week is going. That is what we mean by a thought leadership system. Not a complicated content calendar. Not a full-time marketing operation. A simple, repeatable structure that keeps your voice in your market consistently, without requiring you to reinvent the wheel every week. The Five Components of a Thought Leadership System That Holds The word system can make this sound more complex than it needs to be. Each of the five components below is about reducing the number of decisions you have to make. Component One: One Primary Source of Thinking This is where your content starts. For most recruitment business owners, the richest source of thought leadership material is the work they are already doing. The conversations they are having with clients. The patterns they are seeing in their sector. The questions candidates are asking reveal something about the market. You already have opinions on all of this. The system starts with capturing them, even in rough form. A voice note on your phone after a client call. A short note in a document when something catches your attention. You are not creating ideas from scratch. You are capturing what is already there. Component Two: Your Primary Channels For recruitment businesses, two channels do the heavy lifting and work together: LinkedIn and email. LinkedIn puts you in front of your market in real time. It builds your profile with the people who could hire you and keeps your name visible in a marketplace where most of your competitors are silent. Email keeps you present with the people already in your world: the ones who have spoken to you before, engaged with your content, or been a contact for years. Those people are already warm. Together, LinkedIn and email give you reach and depth. LinkedIn builds the audience. Email deepens the relationship. These two channels, used consistently, will outperform five channels used sporadically every time. Component Three: a Repurposing Engine This is the part that makes a system genuinely sustainable. One piece of thinking should not produce one piece of content. A perspective you have on the candidate market this quarter can become a LinkedIn post, a section of an email to your database, a talking point in a client conversation, a short article, and a podcast topic. The thinking is the same. The formats are different. You are not working harder. You are working the same, thinking harder. This is where many small businesses leave significant value on the table. Component Four: a Scheduling Rhythm That Does not Depend on Motivation This means deciding in advance when content goes out, blocking time in the diary to batch-create it, and using scheduling tools to publish at the right time. You are not sitting down on a Monday morning, wondering what to post. You have already decided. When the time is blocked, you show up and create. When the content is scheduled, it goes out whether you are in a client meeting or on the other side of the country. Component Five: Team Involvement Many founder-led businesses overlook this because they assume thought leadership is the founder’s job alone. It does not have to be. If you have a consultant who is brilliant at what they do and knows the sector, their perspective is thought leadership. If you have someone close to the candidate market, their observations are thought leadership. The founder’s voice is still central, but a system that draws on the wider team is far less vulnerable to the week getting away from you. What This Looks Like in Practice Here is a simple picture of what this looks like for a typical recruitment business owner. On a Monday morning, you spend fifteen minutes reviewing the notes you have captured over the previous week. Client conversations, market observations, or something you read that sparked a thought. From those notes, you identify two or three topics that feel relevant right now. In a focused hour midweek, you draft content on those topics. Not perfect content. First-draft content. A LinkedIn post, a short note that might become an email. You are not writing for an audience yet. You are getting your thinking down. That draft goes through a quick review, either by you or a team member, and is scheduled to go out within the next week or two. The scheduling tool handles the timing. You do not think about it again until the next Monday morning. Over a month, that process produces eight to twelve pieces of content from your own thinking, without requiring a significant time investment, without depending on inspiration, and without competing with the urgent work in your diary. That is a thought leadership system. Not complicated. Not expensive. But consistent. And consistency is what builds the visibility that turns into clients. The businesses that do this well are not doing more than you. They have removed the friction. They are not waiting to feel inspired. They are following a process that keeps moving regardless of what else is happening. Thanks, Denise and Sharon How We Can Help If this framework sounds like what your business needs, consistent marketing activity, a system that keeps running even when you are fully focused on delivery, and the support of people who understand how recruitment businesses actually work, that is exactly what Superfast Circle is built for. We have ju

  8. May 24

    You Are Not Losing on Price. You Are Losing on Positioning

    Marketing positioning is the topic we want to talk about today. Picture the scene; A client calls. The brief is good, right in your market, and you know you can fill it well. Then they say it. “We have had a cheaper quote.” So you do the maths. You come down on the fee. You win the business. And you tell yourself it was the right call. But here is the question nobody asks in that moment: why was price the thing being compared in the first place? Fee pressure is one of the most common frustrations we hear from recruitment business owners. And almost every conversation about it focuses on the wrong thing. Better negotiation tactics. More confidence in the room. How to justify your rate. Those things matter. But they are downstream of the real issue. The real issue is positioning. And if you do not fix that, the fee conversations will keep coming. What You Will Learn in This Post: Why fee pressure is rarely about the fee What positioning actually means for a small recruitment business Why generalist agencies are most at risk and what to do about it How to build authority that changes the fee conversation before it starts When Price Becomes the Only Variable Think about how a hiring manager chooses a recruiter. They have a brief. They reach out to two or three agencies. They have a conversation, maybe receive a proposal, and then they make a decision. If everything in that process looks broadly similar, if the conversations feel the same, the proposals look the same, and everyone uses more or less the same language. The only meaningful variable left is price. And of course, they are going to push on it. You cannot blame the client for that. They are making a rational decision with the information they have been given. The problem is the information they have been given. When a recruitment business has not established a clear position in the market and has not communicated what genuinely sets it apart from the next recruiter on the list, it is asking clients to take a leap of faith. Most clients will not make that leap. They will default to the number. This is not a negotiation problem. It is a positioning problem. And the fix has to happen long before that phone call. What Positioning Actually Means for a Small Recruitment Business Positioning is the answer to one question: why you, specifically, over everyone else, a client could call? Not “we have a great network.” Not “we really care about our clients.” Every recruiter says those things. They are expected, not differentiating. A strong position is specific. It names a market, a type of client, a type of problem, or a type of outcome that you are uniquely placed to deliver. And it is communicated consistently, before, during, and after every client interaction. When someone has been seeing your content for weeks, and it speaks directly to the challenges in their sector, when they visit your website. It feels like it was built for their industry, when they get on a call with you, and you already understand their world without them having to explain it, the fee conversation changes character entirely. One of our members described it perfectly. He said that by the time he got on a call with a new client, the fee was almost secondary. They had already decided they wanted to work with him based on what they had seen of him over time. They knew his value before the conversation even started. That is what a clear position, consistently communicated, actually delivers. The client has already done their own convincing. Why Generalist Positioning Is the Highest-Risk Place to Be The evidence is clear on this, and our experience with clients backs it up: generalist micro agencies face the most fee pressure. The reason is straightforward. When you are available for everything, you are the obvious choice for nothing. Generalist positioning tells a client you can help with whatever they need. The client hears: one of many options. Which means price becomes the tiebreaker. Specialist positioning says something different. It says: we work specifically in your world. We know your market, your hiring challenges, your candidate pool, and what goes wrong when you get this hire wrong. The client hears: this person understands us in a way the others do not. We see this consistently with the businesses we work with. Those who have committed to a clear niche, whether that is a sector, a geography, a type of role, or a type of client, have the fewest conversations about fees. Not because they never face pushback. But by the time they get to that conversation, the client already sees the difference. Karen, who runs a specialist medical sales recruitment business, had a company call her out of the blue to say they had been using another recruiter for the past 2 years. Still, her content had been so consistently useful that they wanted to switch to it. That client never asked about her fees. They had already decided. What to Do Instead of Dropping the Fee When the “we have had a cheaper quote” conversation happens, and it will, what is the alternative to discounting? First, understand what the client is actually telling you. When they say you are more expensive, they are usually saying they cannot yet see why you are worth the difference. That is not a price objection. It is a value gap. And value gaps are closed with information, not discounts. Second, have something to point to. If you have been producing content that demonstrates your sector knowledge, if you have case studies showing the outcomes you have delivered for similar businesses, if your personal brand on LinkedIn reflects genuine expertise rather than generic recruitment messaging, you have evidence. Evidence closes value gaps. Third, hold the position. Dropping the fee feels like the path of least resistance. But every time you drop it, you signal that your original number was not justified. And you train that client, and others like them, to push on price every time. The businesses that command the best fees are not the ones with the sharpest negotiators. They are the ones who have built enough authority in their market that clients do not feel the need to test the price. Thanks,   Denise and Sharon How We Can Help If fee pressure is something you deal with regularly, it is worth taking a closer look at how your business is positioned and whether your marketing communicates that position effectively. That is the work we do inside Superfast Circle, and we have just completely rebuilt the programme. If you have looked at joining us before and it was not quite the right fit, it is worth another look. Dop us an email on Support@superfastrecruitment.co.uk and we will send over the details. The post You Are Not Losing on Price. You Are Losing on Positioning appeared first on Superfast Recruitment.

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