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How Recruitment Businesses Can Win Through Content with Will Colthup
Most recruitment business owners know they should be creating content. Very few actually do it and even fewer stick with it long enough to see results. In this episode, Jamie sits down with Will Colthup, videographer and content consultant who works almost exclusively with recruitment businesses, to cut through the noise on what it actually takes to build a content presence that wins you clients.
Will breaks down the four real barriers that hold recruitment leaders back time, creativity, production skills, and fear of the camera and explains why the first three are largely excuses. The real issue is mindset: content is a long-term investment, and in an industry wired for instant gratification, that's a genuinely hard sell.
The conversation gets into the practical detail of where to start. Will's view is that most recruiters are already sitting on a goldmine of content candidate stories, client wins, sector commentary they just haven't been shown how to extract and frame it. You don't need to be the industry expert. You can be the aggregator, the commentator, the person who shows up every Friday and tells their network what's happening. That consistency is what builds trust at scale.
They also get into the "three circles" framework, message, delivery, production quality and why skipping straight to expensive kit before you've nailed your message is one of the most common mistakes Will sees. Start scrappy. Get your message right. Then level up the production.
Later in the episode, they discuss the growing trend of founders hiring dedicated content creators or personal brand managers, why a marketing hire who only produces bottom-of-funnel PDFs is a wasted resource, and the uncomfortable truth about measuring ROI on content spoiler: you probably can't, and that's okay.
Key takeaways:
Consistency beats virality you need to be famous among 300–500 people, not 300,000
Your recruiters' daily stories are ready-made content. Stop overthinking it.
Content is a 1–2 year investment. If you need quick wins, Google Ads might be the better fit right now
The "Trojan horse" effect: the best recruitment content brands make people forget you're a recruiter until you need them to remember
Start on your phone. Get the message right first. Production quality comes later.
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By Jamie BurrowsMost recruitment business owners know they should be creating content. Very few actually do it and even fewer stick with it long enough to see results. In this episode, Jamie sits down with Will Colthup, videographer and content consultant who works almost exclusively with recruitment businesses, to cut through the noise on what it actually takes to build a content presence that wins you clients.
Will breaks down the four real barriers that hold recruitment leaders back time, creativity, production skills, and fear of the camera and explains why the first three are largely excuses. The real issue is mindset: content is a long-term investment, and in an industry wired for instant gratification, that's a genuinely hard sell.
The conversation gets into the practical detail of where to start. Will's view is that most recruiters are already sitting on a goldmine of content candidate stories, client wins, sector commentary they just haven't been shown how to extract and frame it. You don't need to be the industry expert. You can be the aggregator, the commentator, the person who shows up every Friday and tells their network what's happening. That consistency is what builds trust at scale.
They also get into the "three circles" framework, message, delivery, production quality and why skipping straight to expensive kit before you've nailed your message is one of the most common mistakes Will sees. Start scrappy. Get your message right. Then level up the production.
Later in the episode, they discuss the growing trend of founders hiring dedicated content creators or personal brand managers, why a marketing hire who only produces bottom-of-funnel PDFs is a wasted resource, and the uncomfortable truth about measuring ROI on content spoiler: you probably can't, and that's okay.
Key takeaways:
Consistency beats virality you need to be famous among 300–500 people, not 300,000
Your recruiters' daily stories are ready-made content. Stop overthinking it.
Content is a 1–2 year investment. If you need quick wins, Google Ads might be the better fit right now
The "Trojan horse" effect: the best recruitment content brands make people forget you're a recruiter until you need them to remember
Start on your phone. Get the message right first. Production quality comes later.