Guide
Recruitment agency marketing: one post, two audiences
Updated
Your agency markets to clients and candidates at the same time. Both ask one question: does this agency really know my market?
In short
- Recruitment agency marketing sells to two audiences at once: the clients who give you the brief and the candidates who fill it.
- An agency known for one function, sector or region gets asked first, and a generalist is usually chosen on price.
- Publish the salary ranges and hiring trends only your own desk can see.
- Your candidate database and email list are worth more than your LinkedIn following, because nobody can change them.
- Consultants' own profiles get more reach and more replies than the company page.
- Benchmark cost of one non-executive hire (SHRM, 2025)
- $5,475
- Average time to fill a US position (SHRM, 2025)
- 44 days
- Gen Z who landed a job or internship through TikTok (Zety, 2025)
- 46%
- Finished 30s videos Lite covers, once consultants film weekly
- ~11
Two audiences, one feed
Clients buy market knowledge and speed. Candidates want honesty and access. Both read the same LinkedIn feed.
- Every post should prove that you know the market.
- A salary guide, a story about a search you filled, or a note on what changed this quarter all pass that test.
- A post about your agency's awards night does not.
One post, two readers
A post that shows you know the market is useful to a hiring manager and to a candidate at the same time.
A salary guide
- What the client takes from it
- Gives a benchmark for the next offer they make
- What the candidate takes from it
- Lets them check their own pay against the market
The story of a search you filled
- What the client takes from it
- Shows that the agency delivers
- What the candidate takes from it
- Shows that the roles are real
A post on what changed this quarter
- What the client takes from it
- Tells a hiring manager what to expect when they budget
- What the candidate takes from it
- Tells a candidate whether this is a good month to move
A consultant on camera
- What the client takes from it
- Shows the client who will actually run their search
- What the candidate takes from it
- Shows the candidate who they will be speaking to
| What the client takes from it | What the candidate takes from it | |
|---|---|---|
| A salary guide | Gives a benchmark for the next offer they make | Lets them check their own pay against the market |
| The story of a search you filled | Shows that the agency delivers | Shows that the roles are real |
| A post on what changed this quarter | Tells a hiring manager what to expect when they budget | Tells a candidate whether this is a good month to move |
| A consultant on camera | Shows the client who will actually run their search | Shows the candidate who they will be speaking to |
Step 1: Pick a niche
An agency known for one function, sector or region gets asked first. An agency that covers everything is usually chosen on price.
- Specialists know the salary bands, who is hiring, who is quietly unhappy and how long a search really takes.
- A specialist has something to post every month, because they have a market to report on.
- A generalist has little to say that a job board has not already said.
- Turning down work outside your niche costs you those fees now. The trade is that briefs in your niche come to you first, and at your rate.
- A client who sees you as interchangeable negotiates on the percentage. A client who wants your desk asks what you charge.
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
Step 2: Publish data only you have
Your desk sees live market data nobody else sees. Anonymised and published, it is your strongest marketing asset.
- You already hold real salary ranges from real offers, and the time it takes to fill each kind of role.
- You also know why candidates decline and what counteroffers look like this quarter.
- Publish what your own desk saw, not a repost of someone else's survey.
- A salary guide is a short document: the pay range you saw for each role, how long each search took, and what changed since last year.
- Build it from your own placement records plus a short survey to your candidate pool. Pulling the numbers out of your records is most of the work, which is why it is a once-a-year job.
What to publish, and how often
| What | How often | What it does |
|---|---|---|
| Salary and market guide for your niche | Once a year | Brings in briefs and candidates, and grows your email list |
| One chart or one observed shift | Monthly | Keeps your position between guides |
| An honest note on what changed | Monthly | Shows you see the market live |
What: Salary and market guide for your niche
- How often
- Once a year
- What it does
- Brings in briefs and candidates, and grows your email list
What: One chart or one observed shift
- How often
- Monthly
- What it does
- Keeps your position between guides
What: An honest note on what changed
- How often
- Monthly
- What it does
- Shows you see the market live
Step 3: Own your candidate pool
Your candidate database and client email list belong to you. Your LinkedIn followers do not: the platform decides who sees your posts and how many messages you may send.
- Followers cannot move with you, so a change to the feed or to message limits changes your reach overnight.
- A newsletter with current roles, one market note and one useful career tip is enough.
- It gets read by the candidate you placed two years ago and by the manager they now report to.
- Collect emails with permission at guide downloads, interview debriefs and placement anniversaries.
Step 4: Let consultants be the brand
A post from a named consultant usually reaches more people and gets more replies than the same post from the company page.
- The company page is the archive a client checks during due diligence.
- Personal profiles carry the weekly posts, one real observation per consultant.
- A story about one search works well, told as the brief, the sticking point and how it closed, with names removed.
- Ask for a referral on both sides in the same week a placement lands.
- Hiring managers who have been reading a consultant's posts recognise the name when that consultant calls.
Where video fits, and what it costs
Recruitment runs on trust, so a consultant explaining a role on camera does more than a company-page post.
- A phone at a desk and the platform's own captions cost nothing and are enough to start.
- Editing is the step that gets skipped, because filming takes ten minutes and editing takes the evening.
- With Cutroom, one clip of a consultant talking, up to 3 minutes, comes back as a captioned 9:16 MP4.
- Anyone in the office can change it, because you edit the words, not a timeline.
- If nobody wants to film, Basic adds avatar presenters. In a trust business a real face is the stronger choice.
Cutroom prices
| What | Cost |
|---|---|
| Your first video | Free. 600 credits, no card, 7 days, with a Cutroom mark |
| Editing one clip | 100 credits |
| Export | 20 credits per finished minute |
| One 30-second video | About 110 credits |
| Lite plan | $19.99 a month for 1,250 credits, about 11 videos, no mark |
| Basic plan | $39.99 a month for 2,500 credits, avatars at 350 credits a minute |
What: Your first video
- Cost
- Free. 600 credits, no card, 7 days, with a Cutroom mark
What: Editing one clip
- Cost
- 100 credits
What: Export
- Cost
- 20 credits per finished minute
What: One 30-second video
- Cost
- About 110 credits
What: Lite plan
- Cost
- $19.99 a month for 1,250 credits, about 11 videos, no mark
What: Basic plan
- Cost
- $39.99 a month for 2,500 credits, avatars at 350 credits a minute
Questions people ask
- How do recruitment agencies get new clients?
- By being the obvious specialist. Pick a niche, publish data from your own desk, have consultants post in the feeds hiring managers read, and ask for a referral the week each placement lands. Cold outreach still happens, but it lands warmer when your content went first.
- How do recruitment agencies attract candidates?
- Publish what candidates want to know: salary ranges, live roles and honest notes on the market. Keep a newsletter going to your pool, post from consultants' profiles, and collect emails with permission at every touchpoint.
- Should an agency post from the company page or consultants' profiles?
- Consultants' profiles. A post from a named person usually reaches more people and gets more replies than the same post from the company page. The company page still matters as the archive clients check during due diligence.
- What should a recruitment agency post on LinkedIn?
- Things only an agency in your niche could know: salary observations, why offers get declined this quarter, a filled-search story with names removed. Test each post: does it prove market knowledge to a client and a candidate at once?
- Is a salary guide worth the work?
- Yes, as your one big asset a year. Build it from your own placement data plus a short survey of your pool, publish it yearly and ask for an email to download it. It brings in briefs and grows your list all year.
- What does consultant video cost with Cutroom?
- About 110 credits per finished 30-second video: 100 to edit plus 20 per finished minute to export. Your first video is free, no card. Lite is $19.99 a month for 1,250 credits, about 11 videos, and you cancel in one click.
Pick a niche, publish what only your desk knows, own your pool and let consultants post. Your first video is free.
Try for freeYour first video is free, no card, and you have 7 days to make it. It carries a Cutroom mark; Lite at $19.99/month removes it