It’s a brand-new year – the perfect opportunity to revise your business plans and put in place strategies now to help make 2025 bigger and better than last year.
Of course, we’re always here to help you! Which is why we’ve collected a complete list of recruitment marketing tips that can guide you on everything you need to achieve better results in 2025. In this guide, we cover:
Setting plans
Nailing the basics
Choosing the right channels and marketing tactics
Involving your team
Improving personal branding
Getting a few quick wins
Each of these insights come from our recent webinar, “Stepping up your recruitment marketing game in 2025”. To get even more insights, view the full recording here.
1. Start 2025 by setting new goals and objectives
You can’t achieve success if you haven’t defined it, and you can’t define success if you don’t know what it looks like. So, to start your 2025 recruitment marketing strategy off strong this is where we need to begin.
Identify the ‘why’
What’s driving you to craft this marketing strategy? Why are you doing all of this?
Knowing the 'why’ will help you align marketing goals to business objectives.
Think about business goals
What are the big juicy milestones you want to hit this year? Try to be specific, so you can measure against this later.
Set marketing goals
What does your recruitment marketing need to do this year? How will it help you get to where you need to be? Some examples to consider include:
Build a stronger brand presence (i.e. “establish your agency as the go-to in your specialist areas”)
Drive lead generation (i.e. “attract 50+ new client inquiries per month”)
Achieve digital growth (i.e. “rank top 3 in Google for relevant keywords”)
Deliver exceptional experiences (i.e. “achieve a 30% referral rate from satisfied clients and candidates”)
Leverage data for success (i.e. “use CRM data to monitor conversation rates and optimise pipeline health”)
Streamline or improve efficiency (i.e. “automate 80% of routine communications like follow-ups and onboarding”)
Define success
Define what success looks like for 2025. What’s the end goal? As before, be as specific as you can – so you can measure it later.
Learn more: How to write a strong digital marketing strategy
2. Nail your recruitment marketing basics
Even if you’ve been through this process below, it’s always a good idea to revisit your marketing basics each year to ensure they’re still relevant for the goals of your recruitment agency.
Take a moment to work your way through the list below and ensure you have all of the details written down:
Your business
Describe your current specialist areas and service offerings
What would make someone choose your agency over another?
What obstacles stand in your way of your success?
What are the weaknesses of your business model?
Target audience
Who is your ideal client?
Who is your ideal candidate?
What challenges do they face?
What do they search for, or want to learn?
What questions are you being asked?
What do they need to know about your business?
What platforms do they use? What’s the best way to reach and engage with them?
Describe your current sales funnel.
Tone of Voice
If your business was a person, how would they talk?
Competition
Who are your main competitors?
Why do you consider them a competitor?
What are their strengths and weaknesses?
This list is vital to understanding what you need to say, who you’ll say it to and how it should sound, with regards to future marketing materials.
3. Start acquiring good data
Data will be critical to your success in 2025. It’s data that will help to not only guide your strategic decision making, but also to measure whether you have been successful or not.
Look back at your strategy and goals to determine what insights are required to measure their success. What numbers do you need in front of you that will tell you things went well, or didn’t?
Some examples include:
Market insights (i.e. detailed profiles of target clients and candidates)
Business metrics (i.e. placement success rates, revenue breakdowns)
Digital performance metrics (i.e. website traffic, SEO rankings, social media engagement, email marketing results)
Marketing ROI (i.e. lead gen costs, conversion rates, performance of past campaigns)
Brand perception (i.e. client testimonials, candidate feedback)
Automation opportunities (i.e. time/budget spent on repetitive tasks which could be streamlined)
Using a platform like Google Analytics, Whatagraph, HubSpot, or whatever tool is comfortable for your team, create a snapshot in time of how things are now, then come back to this platform throughout the year to check how things have progressed since then.
If results are moving slower than expected, don’t keep doing the same thing expecting different results. Make adjustments and check how they impact results, optimising bit by bit throughout 2025 to maximise your chance of success. |
— Elouise Paul, co-founder, Three Sixty Digital |
Learn more: How data can revolutionise your recruitment marketing
4. Get buy-in from your recruitment consultants
Your consultants are the core of your business, which includes your marketing. With their help, you’ll be able to reach much wider networks, position your agency as a leader in your space and drive greater traffic into your sales pipeline.
By getting your team more involved, they can:
Share blogs and other materials to their networks.
Nurture new business into the correct channels.
Promote your USPs by showing off their expertise.
Build greater awareness of your recruitment agency brand.
Focus on personal sales or consulting strategies that align to your broader 2025 goals.
So how do you get them on board?
Make it their business. Show them how your plan will help make their jobs easier.
Involve them early. Make them co-authors of the strategy.
Show data. The proof is in the pudding, so let them see the results!
Try to get quick wins while you work towards longer-term goals. Early results build enthusiasm and generate excitement.
Learn more: LinkedIn ads vs. Meta for recruiters: Which is best?
5. Identify the marketing activities that will drive success
We have marketing goals in place, but what specific marketing activities will push you towards those goals? That’s up next.
Below we’ve listed some common recruiter marketing tactics which we've found to be highly successful at creating success. For each one, ask yourself these questions:
Will this activity contribute to our marketing goals?
How will this activity contribute to our marketing goals? How is it tied to our goals, and how do we measure it?
Do we have the internal capacity to pursue this activity?
Do we need to outsource this activity to access greater tools/expertise?
Common recruiter marketing activities include:
Organic social media posting
Engaging with comments and messages on social media
Optimising the website for SEO
Monitoring and maintaining SEO
Writing SEO-driven blog content
Sending email newsletters and re-engagement campaigns
Using email nurtures for new clients and candidates
Utilising paid advertising to promote specific products or services
Learn more: How to improve your recruitment agency’s Google ranking
6. Leverage personal branding
We mentioned earlier that utilising your full team can help drive marketing success. Well, marketing can give back to your recruitment consultants too in the form of improving their personal branding.
What is personal recruiter branding and why does it matter?
A recruiter’s personal brand is their reputation for excellence in the industry. It’s the first thing people think of when they see that person’s name, and it encourages them to do business with that individual.
It matters because a recruiter’s personal brand and trust are one in the same. Strong brands build credibility, and more credibility makes it easier to attract attention in spaces like social media, or at networking events. A standout brand means your name is on everyone’s lips, and they’re referring you to their colleagues.
How to leverage a personal recruiter brand
Some ideas include:
Provide training. Get someone in to teach your recruiters what makes a strong personal brand, and how to build their online presence.
Showcase their expertise. Support your recruiters in publishing thought leadership pieces, sharing testimonials or hosting webinars. Let them use your marketing resources.
Get them on social media. Equip your recruiters with the tools and training to stay active on platforms like LinkedIn.
Integrate with the brand. Ensure their personal brand complements your agency’s overall brand identity.
Learn more: The benefits of a strong personal brand in recruitment
Aaannd ... two quick wins to finish!
7. Re-engage dormant clients and candidates
Try to re-engage some of your old clients and candidates.
Automation is your friend here. Get into your database and, using tools like RoiAI or Bullhorn, comb through past clients and candidates looking for those who’ve been interested in the past but have since lost touch with your agency.
Consider sending these individuals an email message that contains useful information, or an incentive to return. It could be advice on how to get the most out of the new year from a recruitment or career perspective (reminding them not only that your team exists, but that you’re the experts they might need), or see if you can provide discounts for coming back.
Learn more: What is email automation, and should recruiters use it?
8. Follow up with leads quickly
Don’t delay when a lead comes through – follow up as quickly as you can.
People’s interest wanes very quickly, and they start to forget why they bothered to reach out in the first place. You must capitalise on their interest as it comes through so that your USPs remain front of mind during those early discussions.
This will require a very streamlined sales process, with automation built in to help make things easier. Some of your early comms can be automated, even just a “thank you, we’ll be in touch soon – but in the meantime, here are some helpful resources” can go a long way.
Plus, you can get your automation platform to notify your team when they need to act so that new business isn’t lost in the noise.
Need help in 2025? We’re here for you
If recruitment marketing sounds like a lot of work, that’s because it is. The reality is, digital marketing takes time and effort – it's a full-time job! But you don’t need to do it all yourself.
When you compare the time it takes to figure things out alone with the cost of outsourcing to experts, it often works out more cost-effective to outsource than to DIY. Experts like us already have the tools, expertise and resources in place to develop detailed strategies, utilise a wide range of marketing techniques and generate both the quick wins and long-term improvements that your agency requires.
Want to know more? Check out how we help recruiters here, or contact our team directly to talk about your unique business.
