Helen Cox Marketing Consultant Kent and London

Crafting a Winning Marketing Plan for Your Recruitment Business

No matter the type of business that you are running you are going to want to make sure that you market yourself as effectively as possible. Whilst marketing can often feel like it happens off the cuff and in a reactive way, the truth is, if you want to market effectively, you must have a winning marketing plan in place.   

A good marketing plan can make all the difference when it comes to ensuring your recruitment business is as successful as it can be. However, it can take time and effort to put together, something that will then put many business owners off of getting to work.   

To make it much easier to craft a winning marketing plan for your recruitment business, I have put together some of the top tips that you should keep in mind.   

Start by defining your market and yourself in your marketing plan 

Before you even start to think about how to market yourself as a recruitment business, you need to ensure that you take the time to define exactly who it is that you are trying to market yourself to. Not everyone out there is going to be a potential client, or even be particularly interested in what it is that you can offer. So, why bother wasting time trying to change their mind?  

Instead, you need to define your market and think about who they are and what it is that they are going to be looking for in a recruitment business. You may decide that you fit within a particular industry better than others, or you may decide that for you a wider approach is your ideal.   

As well as thinking about who your audience is, you also need to consider what it is that you can offer them. Your USP is your unique selling point, it is what sets you apart from others out there. Therefore, it is a vital part of your marketing strategy. This USP is something that you should promote and that you should be proud to share with your audience.   

Outline your goals  

The next part of your marketing strategy is to identify your marketing goals. These are what are going to set the entire tone for your marketing strategy and will be something that you then focus on in the future.   

A goal will allow you to think about what the steps that you need to take are, where you want to be in the future and what success is going to look like for you as a brand. It may even give you the drive that you need to pay attention to your marketing strategy and to keep on moving forward, even when it may feel that things are taking too much time or that they are too stressful for you to carry on with.   

Use the right tools  

Marketing can be made easier by using the right tools to help you along the way. The best thing that you should do is ensure that the tools that you use are going to match the end goals that you have (as well as the way that you work).   

The good news is that there are a variety of tools out there that you can use for your marketing efforts, you just need to have a basic understanding of what each one can do for you.   

Marketing automation

The idea of marketing automation is that it makes marketing so much easier to do. It can often be combined with CRM software, which will then ensure that you not only attract those new clients but also keep nurturing them over time.   

Email marketing automation

Automating email marketing helps in a variety of ways. It separates your email contacts into different groups and then you can choose what they are sent and of course when they are sent it.  

Landing page builder 

Landing pages are incredibly important to get right if you want to appeal to your recruitment clients as much as possible. But it can be hard to know how to get right. This is where the idea of a landing page builder can help. These tools will allow you to design and then put together a highly effective landing page.   


Another way that you can use a tool to help market your brand is with the variety of analytics that are out there. Analytics are there to help ensure that the measures that you have put in place are proving to be effective. They can be incredibly useful, particularly when you see them in the right way.   

Set yourself a budget in your marketing plan   

An important aspect of your marketing plan is the budget that you have to spend on marketing. It is great to have some grand ideas on how you are going to get your recruitment company out there in the world, but if this is not going to be able to be achieved without bankrupting your business, then is it worth doing?   

You need to be realistic about the money that you have and think about what you can do whilst not spending all of the spare money that you have. This doesn’t mean that you have to give up on all of your great ideas, but you may need to find a more cost-effective way to do it.   

When it comes to creating a marketing budget you need to keep in mind that you have expenses that relate to fees, salaries and website costs, which are all set out each month. You will also have costs that may not always need to be paid and that can come and go; this includes advertising campaigns, sponsorships and event hosting.   

Be adaptable within your marketing plan 

Of course, the main reason to create a marketing strategy is so that you have a plan in place that you can use, but that doesn’t mean that you shouldn’t think about the fact that plans can and do change over time.   

Ensure that you review your marketing strategy regularly and that you think about what is currently working out for you and what might need some changes over time. The best way to do this is to use one of the tools that I discussed earlier, analytics and metrics.   

These metrics can create a report that you can use to identify what exactly is working right now and also what changes you may need to make. They can show you where you are correctly investing your money, as well as what you may be wasting your money on.   

No matter which way you approach creating a marketing plan, the best thing to consider is that you create one in the first place. Having a marketing plan ensures that you keep on track, that you focus on what you want to achieve and most of all, that you get there in the future too.   

Some of my services: 

Marketing Plans

Outsourced Marketing Management

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.