Industries
A two-sided market requiring simultaneous marketing to clients and candidates.
The Dynamic
Recruiters have to win clients and attract candidates at once, and the two audiences want opposite things communicated. Candidate-facing brand is what creates the talent pool that makes the client-facing pitch credible, so underinvesting on the candidate side eventually starves the business.
Channels
LinkedIn for both audiences, job boards for candidate reach, Instagram and TikTok increasingly for younger candidate pools, and email for talent-pool nurture.
Market and salary insight for clients, career and interview guidance for candidates, and honest role content. Employer-brand work for clients is a substantial service opportunity most agencies leave on the table.
A single feed post — the format most brands over-rely on.
Carousel: the format that carries an argument rather than a statement.
Monthly performance review against the KPIs set in strategy.
Where It Goes Wrong
Discrimination law governs how roles may be advertised and targeted — age and gender targeting in job advertising carries real exposure. Candidate data is subject to GDPR with specific retention limits. Salary transparency rules are expanding across the EU.
Placements, client retention and candidate pipeline quality.
Where I'd Start
I start on the candidate side, because the talent pool is what makes the client pitch credible. Agencies that market only to clients eventually run out of people to place.
How I Help
01
Your brand is the foundation everything else is built on. Before you invest in marketing, content, or visibility — your brand needs a clear, intentional identity that reflects who you are, who you serve, and why you're the right choice.
02
A brand is not a one-time project — it's an ongoing commitment. Brand Management ensures your brand stays aligned, consistent, and strategically positioned as your business evolves.
03
Posting without a strategy is noise. Social Media Strategy translates your brand into a platform-specific plan that connects every content decision to a clear business outcome.
04
Strategy without execution is just a document. Social Media Management is the full-service solution for brands who want expert hands managing their presence — from content creation and scheduling to community engagement and performance optimisation.
Questions
LinkedIn for both audiences, job boards for candidate reach, Instagram and TikTok increasingly for younger candidate pools, and email for talent-pool nurture.
Market and salary insight for clients, career and interview guidance for candidates, and honest role content. Employer-brand work for clients is a substantial service opportunity most agencies leave on the table.
Discrimination law governs how roles may be advertised and targeted — age and gender targeting in job advertising carries real exposure. Candidate data is subject to GDPR with specific retention limits. Salary transparency rules are expanding across the EU.
Placements, client retention and candidate pipeline quality.
I start on the candidate side, because the talent pool is what makes the client pitch credible. Agencies that market only to clients eventually run out of people to place.
Ready to Start?
Book a free consultation and we can talk through whether your sector and my experience actually line up.