Social Media Marketing Archives - Superfast Recruitment

TikTok reaches around 24.9 million adults in the UK, roughly 136 million in the US and 10.2 million in Australia. That’s somewhere between a third and two-fifths of the adult population in each of those markets. The audience sits mainly in early- to mid-career stages, and because the For You Page hands out reach based on interest rather than follower count, a brand-new account can get in front of thousands of people.

For recruitment, search and staffing businesses, the honest answer is that TikTok is a candidate channel, not a client one. There’s no sourced example of a recruitment business winning new client work through TikTok, and no verified UK, US, or Australia return-on-investment benchmark for the sector. The people who sign off recruitment spend aren’t concentrated on the platform.

So if you hire at volume for entry- to mid-level roles, it’s worth testing with a small, defined budget of around 300 to 500 pounds over a fortnight, measuring your own cost per lead rather than relying on anyone else’s numbers. If you’re targeting senior or executive people, put that time into LinkedIn, your email list, and direct outreach instead. This post covers the audience data, what the algorithm rewards in 2026, what a test costs in time and money, and four questions to help you decide either way.

What You Will Learn in This Post

I know what some of you are thinking.

TikTok is for dancing. It’s not for a serious recruitment business. My clients aren’t on there.

Some of you will be right about that.

And I want to say up front, you have my permission to walk away from this one. Not every channel is for every company, and part of my job is helping you say no with confidence rather than adding another thing to a list you’re already struggling to get through.

But it’s a fair question, so let’s answer it properly.

Here’s where I’ve landed after going through the research.

TikTok can get you candidates. I couldn’t find any evidence that it will get you clients.

That’s the short version. The rest of this post is why, and what you should do about it.

Let me start with what’s shifted, because if you looked at TikTok a year or two ago and backed away, your reason might not apply anymore.

TikTok is a short-form video app owned by the Chinese technology company ByteDance. It launched internationally in September 2017.

In January 2026, its US operations were sold to a new, majority American-owned entity called TikTok USDS Joint Venture LLC, led by Oracle, Silver Lake and Abu Dhabi’s MGX. They hold 80.1 per cent between them, with ByteDance keeping 19.9 per cent. The deal closed on 22 and 23 January 2026.

Why does that matter to you?

Because for years, the objection I heard most about TikTok had nothing to do with the audience. It was the risk that the whole thing might disappear overnight in the US. Hard to build a plan on that.

That question has now been answered.

I’ll be straight with you, though. Some legal commentators, including at Harvard Law School, argue the data and influence questions haven’t been fully settled. So not every concern is gone. It’s that the one that made planning impossible has.

If you parked TikTok because of that, it’s worth another look.

These are TikTok’s own advertising reach estimates for adults, which are the most current, source-dated data available.

So in all three of the markets most of you work in, somewhere between a third and two-fifths of the adult population is reachable on this platform.

That isn’t a niche. Which is why it’s worth making a proper decision about, rather than dismissing it because of what you assume is on there.

Now, the make-up of that audience is what matters for you.

In the UK, TikTok’s adult audience is around 62 per cent female, which is a big difference from the global picture. The largest UK segments are 25 to 34, at around 29 per cent, and 35 to 44, at around 23 per cent. In Australia, the gender split is close to even, and the 25 to 34 group is the biggest single segment at around 48 per cent. Globally, around two thirds of adult users sit in the 18 to 34 bracket, with about 8 per cent aged 55 and over.

What does that mean in practice?

TikTok’s built-in audience sits mainly in early to mid-career stages. It’s not where you’ll find a concentration of senior hiring decision-makers, board-level people or business owners. They’re on LinkedIn, and we covered that channel in a previous episode.

One more thing if you work in the Australian market. The under-16 social media ban came in during December 2025 and applies to TikTok, which has pushed the active base further towards adults. For reaching early career professionals in Australia, that makes it slightly more relevant, not less.

TikTok doesn’t work like LinkedIn or Facebook, and this is where people get caught out.

On most platforms, your content goes to your followers first. If you’ve got fifty followers, you reach fifty people. TikTok hands out reach through the For You Page, which works on interest rather than your follower list.

That means a brand-new account with nobody following it can get in front of thousands of people if the content works.

Please sit with that for a second, because it’s rare. On almost every other platform, you have to build an audience before you get reach. Here you don’t. For a small recruitment or search business starting from nothing, that’s the strongest argument for testing this channel.

In 2026, the algorithm has moved further towards rewarding completion rate, rewatches and total watch time. Not likes. Not follower count. Whether people watch your video to the end, and whether they go back and watch it again.

TikTok tests each video on a small sample first, then decides whether to push it wider.

There’s a second shift worth knowing about. People increasingly use TikTok as a search engine, typing questions into it the way they’d type them into Google. For a recruiter, that’s useful, because content answering real questions- what a role pays, what the interview process looks like, how to move into a sector- keeps working long after a trend has died.

On frequency, general guidance is one to four organic posts a week, with newer accounts sometimes benefiting from a few more while they build momentum.

On engagement, the estimates vary depending on who you read. One 2025 study puts TikTok at 4.86 per cent, another gives a median of 1.73 per cent, and a third gives 3.7 per cent. Different methodologies so that I wouldn’t build a business case on any single one. What they all agree on is that TikTok beats Instagram, Facebook and X on average engagement.

Now for the part I really want you to take away, and I’d rather you heard it from me than found out three months into a content plan.

When I went through the research for this episode, I was looking for one specific thing. A recruitment or search business that had won client work through TikTok. A PSL, a retained brief, an exclusive assignment. Something that started because a hiring manager saw them on the platform.

I couldn’t find one. Not in the UK, not in the US, not in Australia.

There is documented recruitment activity on TikTok, and some of it has real numbers attached. But it’s all candidate attraction and employer branding, and none of it is UK-based, so I’m not going to wave it in front of you as though it tells you something reliable about your market.

Does the absence prove it’s never happened? No. But it tells you something, and the audience data explains why. The people who sign off recruitment spend aren’t concentrated on this platform.

There’s a second gap worth naming while we’re being honest. There’s no reliable UK, US or Australia benchmark for return on investment on TikTok advertising specific to our sector. So if you go in, go in as a test with a defined budget and measure it yourself.

This is the bit that sits underneath everything else, and it costs recruitment business owners real money.

We talk about recruitment marketing as though it’s one thing.

It isn’t. It’s two jobs.

One is attracting candidates. Getting people to apply, building an employer brand, filling your talent pool.

The other is winning clients. Getting in front of hiring companies, starting conversations with decision-makers, landing briefs and retainers.

Different people. Different messages. Different channels.

And a channel can be brilliant at one and useless at the other.

Why does this matter so much?

Because you can spend six months posting away, watching the views come in, feeling like your marketing is finally working, and then wonder why your client pipeline hasn’t moved an inch.

It hasn’t moved because you were doing the other job.

I see this a lot. Someone tells me marketing doesn’t work for them, and when we unpick it, the marketing was working. They were doing something other than what they needed.

For winning company clients, the routes with proper evidence behind them are still LinkedIn, direct outreach, your email list and consistent content that builds your authority in your sector.

Posting on TikTok is technically easy. Record, add captions, publish. A smartphone and the built-in editor will do, and you don’t need to buy any tools to start.

The harder part is the style. TikTok rewards content that feels natural, informal and gets to the point in the first two seconds. If you upload the polished corporate video you had made for your website, it’ll sink without a trace. That shift in thinking is the real investment, not the technology.

I’ll be honest that there’s no verified benchmark for how many hours a non-marketer needs to put in before they see results. Working back from the one to four posts a week guidance, plan for a few hours a week for filming, editing, captions and looking at what worked. That’s my estimate, not a sourced figure, and I’d rather tell you that than pretend otherwise.

Organic is free. If you want to test paid, here’s what it looks like.

For comparison, a February 2026 UK benchmark puts Google Ads at around 1.55 pounds a click and Facebook at around 78 pence. So TikTok clicks can be competitive, and sometimes cheaper, once you convert them.

The number I’d hold onto is that first test figure. Three to five hundred over a fortnight is something most of the business owners we work with could stand to lose if it doesn’t come off. It isn’t a bet-the-house decision.

If you decide to test it, here’s what to do.

And what to avoid.

If you can’t measure it, you can’t decide whether to carry on with it.

TikTok gives you all of this through TikTok Studio for organic content and TikTok Ads Manager for paid. Both are free and fairly easy to read.

The last one on that list is the one that matters to your business. Leads on their own don’t pay anybody’s wages.

Grab a pen and paper for this one. I’d rather you wrote the answers down than did it in your head.

If you’re hiring at volume for entry- to mid-level roles, the platform’s audience lines up with the people you need. If you’re doing executive search or senior professional services appointments, it doesn’t.

If it’s candidates and employer brand, this channel is worth a look. If it’s winning new clients, put the effort into LinkedIn and your email list instead.

Be honest with yourself here. If the answer is no, and for a lot of small teams it is, then adding a channel you can’t keep going will make your marketing worse, not better.

Some of you will want to be on there anyway, on the basis that the people in early career roles today are the hiring managers you’ll be selling to in ten years.

That’s a fair argument, and I’m not going to talk you out of it.

Just be clear with yourself about what you’re buying. That’s a long-term brand play, not lead generation. Give it a small budget you wouldn’t miss, judge it on whether people know who you are rather than on placements, and don’t let it eat the time that belongs to the channels bringing money in this quarter.

What I wouldn’t do is run it as a brand play while privately hoping it produces clients. That way you’ve built the disappointment in from day one.

TikTok reaches between a third and two-fifths of the adult population across the UK, the US and Australia. Its audience sits mainly in early- to mid-career stages. It also gives small accounts a genuine shot at reach, which very few platforms do anymore.

But candidates and clients are two different jobs, and this channel only does one.

So if you place volume roles and you need applicants, test it properly, with a real budget and real measurement.

And if you run a search business placing senior people, close this door and put the time into something that’ll pay you back. Saying no to the wrong channel is a marketing decision, and it’s a good one.

Because the mistake I see most often isn’t picking the wrong channel.

It’s picking too many. Doing all of them at half effort. Then deciding marketing doesn’t work.

Marketing worked. It was just spread so thin that none of it got enough of you.

Pick two or three. Do them properly. Be consistent.

I hope that’s been useful.

Thanks

Denise

Choosing the right two or three channels is one thing. Showing up on them consistently while you’re running a business is another.

That’s what we help with inside Superfast Circle. Our members get done-for-you content every month, coaching calls and a clear marketing system, so being visible to the clients and candidates you want becomes straightforward rather than another thing on the list.

If you’d like to talk it through, book a call with us here:

www.superfastrecruitment.co.uk/call

The post What Recruiters Need to Know About TikTok This Year appeared first on Superfast Recruitment.

LinkedIn is the one platform almost every recruiter already uses. That is a good instinct. The catch is that most recruitment and search business owners lean on it for one job, sourcing candidates, and leave the more valuable job, winning clients and building a brand, largely untouched.

So let me give you an honest breakdown of what LinkedIn does well, what it does not, and how to make it work for both winning clients and finding candidates.

One idea runs through everything below.

Instagram and Facebook, which we covered in the previous two episodes, are candidate attraction and employer brand channels. LinkedIn is different. Most recruiters already use it every day, and for the most part they use it as a sourcing tool, finding candidates by role, skill and sector. That is a fair way to see it, because it is a brilliant sourcing tool. But sourcing is only half of what LinkedIn can do for your business.

The other half, and the one many recruiters underuse, is the client side. LinkedIn is also your strongest channel for winning clients and for building a personal brand that brings clients to you. It is where the people who hire you spend their working lives. So for most owners, the opportunity is not to source more; it is to start using the client, business development and personal branding half they have been leaving untouched.

Two jobs, one platform, and they do not happen in the same place. The client and brand side lives in the feed, in what you post and how consistently you show up. The sourcing side lives in outbound search and messaging. Treat LinkedIn as one undifferentiated thing, and you dilute both. Understand the split, and you get far more from it.

LinkedIn passed 1.3 billion members worldwide this year, with around 310 million active every month. More useful than the global figure is how far it reaches into the working population of the markets most of you serve.

In the UK, LinkedIn reaches around 71% of the population. In the US, around 83%. In Australia, around 61%.

Those are high figures, drawn from LinkedIn’s own advertising reach data, so they include some duplicate and inactive accounts. Treat them as a sign of very high penetration rather than a literal count of individuals. Either way, the conclusion is the same. Almost every hiring decision-maker you would want as a client is reachable here. LinkedIn reports more than 65 million decision-makers and 10 million people at C-level among its members. That is your ideal client list, gathered on a single channel.

Now the single most important thing to understand about LinkedIn.

Only around one percent of active users post content. Everyone else reads. They scroll, they notice, they form a view, and they rarely like, comment or share. These are the lurkers, and they make up the vast majority of the platform.

Think about who they are. Your clients. Hiring managers, business owners and department heads do not spend their working day reacting to posts. But they see them. And when a vacancy appears, they contact the recruiter who has been showing up in their feed.

This is why, on LinkedIn, building your brand and winning clients are not two separate tasks. They are the same task.

Here is a real example from one of our members. She had been posting consistently on LinkedIn for some time. Nothing elaborate, just useful content in her specialist area, published week after week. Then a client she had not worked with in over a year came to her out of the blue with a senior technical role, a CTO position, and handed it to her exclusively. When she asked what had prompted the call, the answer was revealing. He told her he could not miss her, she was all over LinkedIn, and when the role came up hers was the first name that came to mind. He had never once liked or commented on a single thing she posted.

That is the whole point. You are not posting to collect reactions. You are posting to stay in the mind of a buyer who will never engage in public, but who will call you the moment they have a need. Every useful post is a small deposit into that future phone call.

Same anonymised member story as the script, the real Rachel / Ice Recruitment example. Say the word and I will name her, since it is already published with permission.

LinkedIn changed how its feed works this year, and the change favours exactly the kind of person reading this.

The platform has moved towards relevance-based distribution. In plain terms, it now works to put each post in front of the people most likely to find it genuinely useful, weighing the author’s demonstrated expertise and topic consistency rather than raw reactions. It pushes down engagement bait, the “comment YES if you agree” style of post, along with generic content that reads as machine-made and posted without thought, and posts where the video has nothing to do with the words.

What it rewards is teaching something useful, in a clear niche, from someone who obviously knows their field.

Read that again. It describes you. You are a real expert in your sector, which means you do not need to chase viral reach. You need to be consistently useful to a specific group of people, which is what the platform now favours. On format, documents, carousels and native video currently outperform plain text and link posts, so if you are unsure what to create, start there.

So far we have talked about the feed, which is where clients and brand live. The other job, sourcing, happens through LinkedIn’s paid tools, and it is worth knowing LinkedIn splits the two jobs across two different products. Sales Navigator is the business development tool, built to find companies that are hiring and reach the decision-makers behind them, which is what most recruitment owners use it for. A Recruiter licence is the sourcing tool, and that is the one that matters here.

A Recruiter licence, whether full Recruiter or the lighter Recruiter Lite, lets you search and reach candidates by job title, seniority, industry, skills and experience with a precision no other platform offers. You can organise candidates into talent pools and use InMail to reach passive people who are not in your network. And the outbound approach delivers. Industry data this year shows a candidate you source and approach directly is around five times more likely to be hired than one who applies to a job advert. It is little wonder many recruiters use LinkedIn every day for sourcing.

An honest series means honest limits.

LinkedIn is outstanding for sourcing professional, technical and executive candidates. For high-volume, hourly, trades it is a weaker candidate channel, and that is where Facebook and the other platforms we have covered earn their place. So match the channel to the roles you fill. If you place specialists and professionals, LinkedIn is close to essential on both sides. If you place high volumes of hourly workers, use LinkedIn for the client relationship and source your candidates where they gather.

A handful of habits hold recruiters back on LinkedIn.

No channel suits everyone, so decide deliberately.

Ask three questions. Is my priority winning clients or sourcing candidates? If clients, LinkedIn is close to essential whatever your sector. If candidates, what kind of roles do I fill: professional and technical, and LinkedIn is your best tool; high-volume and hourly, and you should source elsewhere while still using LinkedIn for clients. And can I commit to showing up consistently with useful, niche content rather than the occasional job advert? That consistency is what turns a dormant profile into a channel that brings in business.

Answer those honestly and you will know how much of your time LinkedIn deserves.

Knowing what to do is one thing. Doing it consistently, while running a business, is another.

That is what we help with inside Superfast Circle. Members get a personalised marketing plan, done-for-you content and campaigns, monthly coaching and a clear system that makes showing up on LinkedIn and the other channels straightforward rather than one more job on the list.

If you have been meaning to get LinkedIn working properly for your business, book a call and we will show you how it works.

www.superfastrecruitment.co.uk/call

Thanks

Denise

The post Marketing Channels for Recruiters: What Recruiters Need to Know About LinkedIn This Year appeared first on Superfast Recruitment.

Let me start with a question I get asked more than almost any other when it comes to marketing channels. Should I be using Facebook for my recruitment business?

It usually comes with a follow-up. Is it not just for personal stuff now? Has everyone not moved on to LinkedIn or Instagram? Is it worth my time?

Here is the honest answer. Facebook can be genuinely useful for recruitment, but only for a particular kind of hiring, and only if you use it in a particular way. A lot of the owners I work with get this wrong on both counts. Some write it off completely and miss a real opportunity. Others pour hours into it expecting it to bring them clients, then feel let down when it does not, because winning clients was never what Facebook was for.

So let me clear it up. Here is what Facebook is good for, what it is not, and how to decide whether it deserves a place in your marketing for the rest of the year.

First, let us deal with the myth that everyone has left.

Globally, Facebook has more than three billion people using it every month. It is still the biggest social network in the world.

Closer to home, in the markets most of you work in:

In our markets, the audience is broadly stable rather than growing fast, but it is enormous, and it is not going anywhere. So no, Facebook is not dead. Not even close.

Here is the thing to hold onto. A huge audience only matters if the right people are on it and you can reach them. So the real question is not how big Facebook is. It is who is on there for you, and whether you can get in front of them.

When it comes to recruitment, Facebook has one clear job. Candidate attraction, and specifically for volume and local hiring.

It is not a client channel, at least not organically. It is not where you win business development or reach senior hiring managers. And this is not just my opinion, it is built into how the platform works.

On LinkedIn, people show up as professionals. They tell the platform their job title, their company, their seniority. That is why you can target a hiring manager or a head of talent so precisely. On Facebook, people are not there as professionals. They are there as people, catching up with friends, sitting in local groups, watching video. So the targeting recruiters rely on, by job title, by seniority, by company, either is not available or is not reliable.

That single difference tells you almost everything. Facebook is brilliant at reaching a broad, local, personal-life audience. It is weak at reaching a specific professional one.

There is one important caveat. Everything above is about organic Facebook, the free posting side. Paid is a different lever.

When you put budget behind Meta ads, you can build brand awareness with a far wider audience than your own followers, and that can include potential clients, not only candidates. It will not replace LinkedIn for winning business, but it can keep your name in front of the right people. There is a fair bit to running Meta ads well, and we will cover that properly in a dedicated episode later in this series.

Now for the single most useful thing I can tell you about Facebook.

If your Facebook strategy is a company Page that you post to now and again, I am sorry to say, almost nobody is seeing it.

Organic reach on a Facebook Page, the number of your followers who see a post without you paying, has collapsed. The benchmarks now sit at around 2% of your followers per post. So a thousand followers might mean twenty people see a post. Ten years ago that figure was closer to 16%. It has fallen off a cliff, and it is not coming back, because Meta makes its money selling reach through ads.

So where is the life on Facebook? Groups.

Facebook Groups reach 15 to 40% of their members per post, five to fifteen times more than a Page. The algorithm favours Groups because people opt in and engage there. A niche local jobseeker group, or a sector-specific community, will do far more for you organically than your company Page ever will.

That flips the usual advice on its head. The instinct is to build your Page and post your jobs. The reality is that your Page is the weakest tool Facebook gives you, and Groups are the strongest. If you take one thing from this, let it be that.

Let us make it practical.

Facebook works well when your hiring depends on candidate volume in a specific area. Retail, trades, hospitality, industrial, warehouse, driving, admin. Roles where you need a steady flow of local applicants, and where those candidates are living their everyday lives on the platform and in local groups. For that kind of hiring, Facebook’s local reach and low cost are hard to beat.

Where does it fall down? Executive search. Specialist technology roles. Professional services placements. Anything where the candidates and clients are senior, specific and few. Those people are far easier to reach on LinkedIn or through niche channels, and Facebook’s lack of professional targeting works against you.

So the question is not whether Facebook is good or bad. It is whether the hiring you do matches what Facebook is good at. For some of you that is a strong yes. For others it is a clear no. Both are fine, as long as you are honest about which one you are.

Here is what this looks like done well.

A technical staffing company wanted more applications for the roles it was filling. Rather than relying on its Page, it ran a tightly targeted local campaign, focused on people of working age within about a fifty-mile radius, using job-related search terms, backed by consistent content.

Over the year, job applications rose by 82%. They nearly doubled. Follower numbers climbed sharply, and website traffic rose too.

Notice the pattern. Local. Targeted. Consistent. A little paid spend to earn reach, rather than hoping the Page would deliver it. That is the Facebook playbook for recruitment in a nutshell.

If you have decided the hiring you do fits, here is what works, based on the data rather than guesswork.

And the mistakes to avoid: relying on your Page as your main channel, posting rarely and expecting reach, using Facebook to chase senior decision-makers it was never built to target, and running paid campaigns on too small a budget for the platform to learn anything.

Three questions to consider

Answer those honestly and you will know. That is the whole point of this series. Not to be on everything, but to choose the channels that fit how you win, and give those your full attention.

How we can help you this year

Working out which channels are right for your business, and then producing the content consistently, is exactly what we help recruitment and search companies with inside Superfast Circle.

Our members get done-for-you content, monthly coaching and a clear plan, so marketing stops being the thing that slips when you get busy.

If that is the kind of support you have been looking for, book a call and let us show you how it works.

www.superfastrecruitment.co.uk/call

Thanks

Denise

The post What Recruiters Need to Know About Facebook This Year appeared first on Superfast Recruitment.

Today, let’s talk about social media marketing on LinkedIn. Are you worried that posting on LinkedIn will make you look like an influencer? You’re not alone. In this episode, we tackle the concern head-on and explain why consistent visibility isn’t about chasing likes; it’s about building authority.

We explore the difference between recruiters who only appear when they need work (and are categorised as “available”) and those who maintain a consistent presence (and are seen as “busy and successful”). You’ll learn why being a trusted advisor who educates and adds value is completely different from performing for an audience and how sharing genuine market insight positions you as the obvious choice when hiring needs arise.

With a real client example showing how consistent content led to retained work after 28 years of contingency-only recruiting, this episode makes the case that visibility creates choice, and the answer to noise isn’t silence, it’s being the signal that cuts through.

Today I want to address something that’s been circulating on LinkedIn and in conversations with recruiters for several weeks.

I recently posted about the importance of consistent visibility on social media, and it sparked a really interesting response. Someone pushed back and said, “I don’t want to become an influencer. I think too many recruiters are acting like influencers now, and honestly, isn’t all this content just adding to the white noise?”

And you know what? They’ve got a point. Sort of.

There IS a lot of noise on LinkedIn. But here’s what I want to explore today: the problem isn’t posting content. The problem is posting the wrong content for the wrong reasons.

So, let’s dig into this. What’s the difference between being an influencer and being a trusted advisor? And why does consistent visibility matter for your recruitment business?

Let me start with something I see happening frequently.

Most recruiters only become visible when they need work. They post jobs when they have open roles. They reach out to clients when their pipeline is empty. They suddenly appear on LinkedIn when things get quiet.

And here’s what happens: clients unconsciously categorise them as “available” rather than “in demand.”

Now contrast that with recruiters who maintain consistent visibility. They share insights regularly. They comment on industry trends. They provide value continuously, not just when they need something.

These recruiters get categorised as “busy and successful.” They’re seen as the go-to experts in their space.

Which category would you rather be in?

Now, let’s address this influencer concern head-on, because I think this is where the confusion lies.

Influencers chase likes and followers. They post content designed to go viral. They’re performing for an audience.

A trusted advisor? Completely different. A trusted advisor shares insight that helps their audience make better decisions. They’re not performing. They’re educating and adding value.

For recruiters, this means sharing information such as hiring trends in your sector, what candidates are actually looking for right now, salary movements, common mistakes you’re seeing hiring managers make, and insights from your actual work in the market.

This isn’t about being an influencer. It’s about positioning yourself as someone worth listening to. Someone who understands the market. Some clients want to work with you before they even pick up the phone.

The commenter was right that there’s a lot of white noise on LinkedIn. But here’s the thing: the solution isn’t to stay quiet while your competitors dominate the conversation.

The solution is signal over noise.

What we see working for our clients is structured content themes. Things like a weekly market pulse, role spotlights, polls about industry challenges, and posts about common client mistakes to avoid. When you have a structure, it’s easier to produce content, and it’s easier for your audience to know what to expect from you.

Proactive commenting on target clients’ posts is another high-impact activity. You don’t even need to create content to build visibility. The goal isn’t to sell in comments. It’s to demonstrate insight and build familiarity over time.

And here’s something the research backs up: between 61 and 81 per cent of people will visit a website or social profile before they engage with a company. Your clients are checking you out before they respond to your outreach. What do they find when they look?

Let me share a quick example from one of our clients, Steve Lea at Coalesce Recruitment.

Steve had been in engineering recruitment for 28 years. Always contingency, always competing on price. When he committed to consistent content, something shifted.

His LinkedIn connections increased by 35%. He secured 8 new clients in just eight months. He generated £26,000 in net fee income directly from LinkedIn candidate engagement. And here’s the big one: he secured his first retained work after 28 years in the industry.

What Steve said really stuck with me: “Fee negotiations became almost secondary. The clients had already bought into my expertise through the consistent content. They could see the value I offered before we even discussed terms.”

That’s not being an influencer. That’s building authority. That’s becoming the obvious choice in your market.

Here’s the fundamental shift I want you to think about.

The recruiter who posts helpful insights regularly is the first call when a hiring need arises. They’re already known. They’re already trusted. The conversation starts from a completely different place.

The recruiter who only appears to sell? They’re competing with everyone else, sending cold outreach. They’re starting from zero every single time.

Visibility creates choice. When clients and candidates know who you are before you contact them, you stop competing on price. You no longer have to justify your fees. The trust is already there.

So let me bring this together.

Should you worry about becoming an influencer? No. Because that’s not what we’re talking about here.

We’re talking about being visible between placements, so you’re top of mind when opportunities arise. We’re talking about sharing genuine insight from your market, not posting fluff to chase likes. We’re talking about building the kind of presence that has clients coming to you, not you chasing them.

Yes, there’s noise out there. But the answer isn’t silence. The answer is the signal that cuts through.

Consistency beats perfection. You don’t need to go viral. You need to show up regularly with something useful to say.

The recruiters who do this? They get categorised as busy and successful. They get the first call. They win the retained work. They stop competing on price.

That’s not being an influencer. That’s being smart about how you build your business.

Thanks for listening. If this episode resonated with you, I’d love to hear your thoughts. Drop us a message, leave a comment, or better yet, share it with a fellow recruiter who might be wrestling with this same question.

Until next time.

Denise and Sharon

Knowing you need to post consistently is one thing. Actually doing it when you’re busy placing candidates and winning new business is another.

That’s where Superfast Circle comes in.

Our members get access to a library of ready-to-use, recruitment-specific content, so you can show up consistently without staring at a blank screen, wondering what to post. We’ve done the hard work for you.

If you’ve been thinking about how to build your authority without it taking over your week, book a call to find out how we can help.

www.superfastrecruitment.co.uk/call

The post LinkedIn for Recruiters: Building Authority Without Becoming an Influencer appeared first on Superfast Recruitment.

Are you investing time in social media marketing but wondering if it’s worth it when engagement seems low?

Many recruitment business owners fixate on likes, shares, and comments as the only measures of success. But the truth is, these visible interactions represent just a tiny fraction of your content’s real impact.

The recruitment sector presents unique challenges for social media engagement. Candidates rarely interact with your posts publicly (they don’t want current employers seeing their activity), whilst clients often avoid revealing they’re working with recruiters (to prevent being flooded with calls).

Yet, despite this apparent silence, your content is doing powerful work behind the scenes.

In this podcast and post, I’ll reveal why social media marketing remains essential for recruitment businesses regardless of visible engagement metrics.

You’ll discover how the “lurker phenomenon” works in your favour, understand the buyer cycle that explains why most of your potential clients aren’t ready to engage yet, and learn practical strategies to maximise your social media presence for long-term business growth.

The value isn’t in the likes—it’s in consistently positioning yourself as the go-to expert when your audience is ready to act.

When discussing social media, it’s easy to focus on visible metrics like likes and comments. But these statistics tell only a fraction of the story.

LinkedIn now has over 900 million users, yet less than 4% post regularly. Most are “lurkers”—people who consume content without visibly engaging.

This silent audience represents your true target market. They read your posts, watch your videos, and form impressions of your brand without ever clicking that like button.

Consider this example from one of our clients, Rachel. She had been consistently posting on social media following our guidance. One day, she received a call “out of the blue” from a former connection with a CTO role to fill.

When Rachel asked why they reached out, they replied, “I’m seeing your content all over LinkedIn. It reminded me we used to work together, and I thought you could help.” That’s the lurker effect in action.

One of the most critical concepts to grasp in marketing is the buyer cycle. Based on extensive research, at any given time:

Most businesses focus exclusively on the 3% % -7 % who are ready to buy now, ignoring the massive potential in the other 93% % -97 %.

This is precisely why a consistent social media presence matters. When you regularly appear in people’s feeds, you’re positioning yourself for that moment when they move from “not looking” to “ready to buy.”

Another client, Steve in Sydney, experienced this firsthand. After resuming regular posting on LinkedIn, past connections who had forgotten about him started reaching out. They suddenly remembered his expertise precisely when they needed it.

Rather than obsessing over engagement metrics, focus on these five fundamental goals of social media marketing:

This leads to what psychologists call the “Familiarity Effect”—people naturally prefer to work with individuals and brands they recognise, even if that familiarity comes solely from seeing your content regularly.

Sharon experienced this at a recent NPA conference where numerous attendees approached her, feeling they already knew her from consistently seeing our LinkedIn content and emails. They had become familiar with us without ever directly interacting.

With a clearer understanding of social media’s true value, here are some practical strategies to maximise your effectiveness:

Embrace consistency over perfection. Regular posting matters more than creating the “perfect” content that rarely gets published.

Mix educational content with personal branding posts. People want to work with individuals they know, like, and trust, so let your personality shine alongside your expertise.

Focus on communicating that you understand your clients’ and candidates’ problems. The four main reasons people choose to work with you are to solve their pain points, save them time, make their lives easier, and make them feel good about their decisions.

Incorporate short-form video into your strategy. These are easier to create than longer videos and currently seem to be prioritised by the LinkedIn algorithm. They’re also highly engaging and build stronger connections.

Remember that social media is part of a longer game. While it can provide quick wins, its true power lies in consistently building your brand over time. The compounding effect of regular posting creates exponential results.

When evaluating your social media effectiveness, look beyond surface-level metrics to the real business outcomes.

Have past clients reached out “out of the blue” and mentioned seeing your content? Social media works as intended, regardless of whether they ever liked your posts.

Are you getting more connection requests and profile views? These often indicate lurkers becoming more interested in your services.

Do people at industry events mention seeing your content? This face-to-face recognition demonstrates your social media’s effectiveness in building familiarity.

The recruitment industry presents unique challenges for social media engagement. Candidates won’t interact publicly for fear of alerting current employers, whilst clients avoid revealing they’re working with recruiters.

Understanding this dynamic frees you from measuring success solely through likes and comments. Your true measure of success is being top-of-mind when someone needs your services – which often happens long after they’ve consumed your content.

Social media isn’t about instant gratification through engagement metrics. It’s about consistently positioning yourself as the expert solution provider so that when someone’s ready to hire, your name is the first that comes to mind.

Think of it as planting seeds that may take time to germinate. Some will sprout quickly, and others might take months or even years – but nothing grows at all without consistent planting.

Thanks

Denise and Sharon

Ready to create a social media strategy that builds real business results beyond likes and shares?

Book a call to discuss how we can help your recruitment business develop a content approach that positions you as the go-to expert in your recruitment niche.

The post Beyond The Likes: The True Power of Social Media Marketing appeared first on Superfast Recruitment.

As we begin 2025, maintaining a strong social media presence remains vital for recruitment businesses. Through our work with recruitment firms, we’ve observed that while many are active on social media, consistency often presents challenges. In this summary of our recent webinar, I’ll share why social media presence is critical and how to make it work effectively for your recruitment business. 

A strong and consistent social media presence is essential for maintaining a full pipeline in the current recruitment market. Only 3 to 7% of potential clients and candidates are ready to make a decision at any given time, meaning 93% require nurturing through the buyer’s cycle. Social media allows you to maintain visibility and create multiple touch points with your audience across different stages of their journey. 

Different audience segments require varying numbers of touch points: 

With 4 billion people globally having a social media account, the potential reach is significant. In the UK alone, with a population of 67 million, LinkedIn has 37 million users. This presents a substantial opportunity for recruitment businesses to connect with both clients and candidates. 

Content creation follows three key principles. The first is personal and company branding, where you share company culture, values, team activities and events, while building authentic connections with your audience. The second principle focuses on positioning, where you share industry insights and knowledge, establish yourself as a trusted advisor, and provide valuable market information. The third principle covers promotional content, including sharing job opportunities, presenting testimonials, and highlighting years of experience and expertise. 

Several key tools can enhance your social media presence. Canva Pro provides professional design capabilities with access to images and brand colour palette integration. For social media management, Meta Business Suite enables posting to Facebook and Instagram, while LinkedIn offers its own native scheduling tool. Link Tree helps manage bio links effectively across platforms. For automation, tools like Meet Edgar or Smarter Queue, costing approximately $25-40 per month, can help maintain consistency. 

Social media content can take many engaging forms. Blog snippets and industry insights provide value to your audience, while video content creates deeper connections. Testimonials and case studies build credibility, and sharing industry news demonstrates market awareness. Event participation and learning opportunities show professional development, while behind-the-scenes glimpses of daily activities add authenticity. Including national awareness days and themed content adds variety, and polls encourage audience engagement. 

The key to sustainable social media success is consistency. This requires using a blend of automated and manual posting while maintaining presence across relevant platforms. Engagement through likes, comments, and shares keeps connections active, while monitoring post impressions helps guide content creation. It’s important to vary content formats beyond branded templates to maintain visual interest and capture attention. 

As we progress through 2025, social media remains a critical tool for recruitment businesses. Remember that success comes from a balanced approach of personal branding, positioning, and promotion, supported by consistent implementation and engagement. 

Thanks Denise 

Need support in developing your social media strategy? Book a call to discuss how Superfast Circle can help you develop and maintain an effective social media presence that drives results for your recruitment business.  

The post How to Become Unstoppable on Social Media For Recruiters in 2025 appeared first on Superfast Recruitment.

Today’s topic is about a social network, and that is LinkedIn. If you weren’t aware, LinkedIn is the biggest social network for business in the Western world.

It’s approaching 870 million members globally, which will increase before the end of the year.

Most recruiters have a paid membership, but for many people, this is a great free platform to use to get in front of your market.

Now, what’s been happening recently, and to allay anybody’s fears, this happens with every social network. For some reason, our reach on LinkedIn—and I’m saying our reach as members of LinkedIn—our engagement, number of comments, shares, and impressions are down at this point in the year compared to the end of 2023.

Is that disappointing? Yes.

However, it’s not a reason not to use LinkedIn because, for some of us, we’ve got 25- 30% less reach on our posts, and maybe fewer people view from an impression point of view.

It’s not the end of the world, though you would think it, reading some of the posts on LinkedIn

As I mentioned in the intro, you must remember that some of the people talking about this are big LinkedIn “influencers”.

Their business is LinkedIn. They sell programs around LinkedIn and teach people about LinkedIn. They want to be ahead of their market.

They are not small business owners like you and I who want to get in front of our clients and candidates on LinkedIn so people can see we’re there.

Several people have asked us if it’s still worth posting on LinkedIn.

The answer is YES!

Why? Because there are so many advantages to posting on LinkedIn, particularly now, because you’re going to get some people thinking, “Oh, well, it’s not worth marketing on LinkedIn,” and they’ll stop, which means it’s better for you.

So here are eight reasons why posting on LinkedIn is useful and how you can get your mindset around this.

Let’s start with number one: posting on LinkedIn more than once a week. It’s interesting because when we have our demo calls for Superfast Circle and talk to business owners, we have a discovery call with them to see if we can help them understand their goals.

I am fascinated by the number of people who rarely post on LinkedIn. If they do post, it might be a job, or once a week or a couple of times a month.

Data shows that only about 3% or 4% of the LinkedIn population posts more than once a week.

If you look at that as an opportunity, how can you stand out on LinkedIn? Simply posting consistently makes a huge difference because, remember, you want to work with candidates and clients, and people can’t work with you if they don’t know who you are.

Social media is huge, and over 4.6 million people have social media accounts. Social media is key for connecting with people, and with LinkedIn, you’ve got 850 million people plus who have accounts you can get in front of.

Now, number two, posting will get you back in front of past clients again. Interestingly, one of our Superfast Circle members, the lovely Rachel, got an additional CTO role because she had been posting regularly on LinkedIn.

One of her past clients was one of those out-of-the-blue requests that said to her, “Look, I’ve got a CTO role. Can you help me with it?”

Rachel was delighted about this, and logically, as we teach people, she asked, “What was the reason you reached out to me? How did this happen?” She said, “I can’t miss you. You’re all over LinkedIn, and I’d forgotten about you. I thought, oh, Rachel would be the person to contact about this role.”

This is key to remember. We are human beings who live in a very distracted world. Our brains get full, and we forget about things. We forget about people. Have you ever had that experience where you just thought, “God, I’ve not heard from such a body in ages.”

You’ve gone on to Facebook, and you’ve Googled the name. “God, they’re still there. I don’t see a lot from them anymore. I wonder how they’re doing.”

It’s the same in business.

We forget about suppliers that we used to work with. “Oh, they were really good. I should get back in contact. I wonder if they could help me. I wonder if they know somebody.”

It’s the same on a platform like LinkedIn. You start getting out in front of your market again because, remember, we’ll come on to people you’re not connected to in a second, but if you are connected to these people, your first-degree connections, they will see your content again.

This brings me onto, logically, and I’m sure you know where I’m going with this, number three, and posting gets you back in front of past candidates again. We have another Superfast Circle member, the lovely Steve, who has been with us for several years. One of the first things that he noticed as he was posting more on LinkedIn was that he was getting more connection requests, but also, he was back out in front of his candidates again, who were reaching out to him saying, “Steve, you helped me get a job X number of years ago. I noticed you’re on LinkedIn again. Can we have a conversation?”

How could that work for you?

It’s one of the things that lots of people forget about. For those of you who have attended different webinars, we have one particular webinar called the Lead Generation Triad. We talk about how you can work leads. I think one of the things that a lot of people forget is you have a database, and there are people on your database you are not speaking to, and connecting with and posting on social media helps to get you back in front of these people.

Imagine all the followers and connections. I know that some recruiters have thousands of people to whom they are connected on LinkedIn. Suppose you can start to get your content in front of them, which, because they’re a connection, you will do. Then what a difference that can make because it will raise their awareness level about you. That is just purely posting on LinkedIn.

Next, let’s discuss how posting gets your content in front of new connections. We always recommend maxing out the number of connection requests you can make on LinkedIn, and I’m sure you’re doing this anyway.

You want to bring new people into your sphere of influence. You want to be connected to new people. Have you ever noticed that people view your profile when you make several connection requests?

Imagine if they go and view your profile, they see that you’ve not posted in months; they don’t see any content on your profile at all. They’re not seeing much of you. That is possibly a reason not to connect with you, but when they accept your connection requests, they will suddenly start seeing your quality content.

They will validate why it’s important to be connected to you. They will experience your knowledge and expertise in the market they’re dealing with, yet another reason why it’s important to post.

The next one I want to talk about is videos. We have noticed that some of our views on posts have dropped. However, there’s one modality: I love my technical words.

One modality it hasn’t done that with is video. Interestingly, we post some of what are known as short-form videos.

Generally, videos are about a minute long. Sometimes, they’re a little bit less. That way, we can upload them to YouTube and other places. Videos engage people because they give you a visual experience. They’re hearing you and listening to what you’re saying.

The way LinkedIn works, you don’t have to hear the sound because you can see the text across their screen. Videos will help you because not many people do them, and they help you stand out and be recognised.

It’s interesting when we talk to people, and they have a conversation with us, many will say, “Oh, yes, I’ve seen your videos on LinkedIn. I find them useful. They’re just little snippets that get me focused. I like them. That’s one of the reasons why I’m having a conversation with you.”

For recruiters, it’s so important to get your brand out there. If you are considering video, and I hope you are, get them out onto LinkedIn and do it consistently because that will help you.

The next one is content. It is not any content but what I like to call value-added content. Some of you may have seen I posted a version of this podcast as a short post on LinkedIn. It adds value. Many people—and I say people, sometimes other marketers—love to bamboozle and confuse people.

We like to keep things simple. That was one of the reasons for writing this post and recording this podcast: to stop people from worrying and think, “Okay, I know things are changing, but what can I do?”

Here, I am giving you eight things you can do that will help. I think the thing about it is you can write really short content snippets that will help your market.

Be that candidates or clients, give them some value bombs.

You have so much value to share; you will not give away the crown jewels. You are giving away information that will support and help people. So, who do you think that person will go to when they’re ready to move roles or when they want to bring on board a new recruiter to help them?

Content makes a huge difference because it profiles you as the expert.

Relating to something I’ve just said, I wrote a short post and posted it on LinkedIn. I appreciate I am a writer. I have many ideas and am very used to doing them, but this post took me less than 10 minutes to write and post using the LinkedIn scheduling tool.

The whole process probably took me 12 minutes. What if it took you 15 minutes? Imagine doing that, even if you did it three times a week, and what a difference that would make.

People consistently use time as an excuse. We all have the same number of hours in a day, but if you focus and plan your activities, you will achieve more.

Here’s a tip.

If you post something like this on LinkedIn, nothing stops you from posting it again in a few months because people ‘ll have seen other posts and forgotten about it.

Potentially, you could connect with over a few hundred new people each month in your LinkedIn feed who haven’t seen your content. If you post it at a different time of day, a different person will see it.

There are many reasons to post on LinkedIn. It’s interesting that I decided I’d write the post for LinkedIn when I wrote this very short version of this podcast. I needed to do more on this because many people are concerned about what they do next.

It is not about overcomplicating things; it’s about posting more, and you’ll still get views on your content.

I posted a picture of Gabi Preston-Phypers. Many of you will know her from Tooled Up Raccoons, a good connection of ours. I came across Gabi because of a post that she’d made on LinkedIn. I contacted her and asked if she would come on our podcast.

Gabi then presented at our client event last year and did a great presentation. On the back of it, good for Gabi, she sold several people in our membership her Tooled Up Raccoons process and software. I was very pleased because she made a great offer, and clients used it to help with sourcing.

She added huge value, and that came because I saw her post on LinkedIn. Imagine if that was the same for you. Imagine if someone sees you on LinkedIn and decides to reach out to you, and maybe it’s one of those people.

When we start working with people, we often ask them, “How much contact have you made with your first-degree connections?” Often, there’s a blank look, and the question is, “Not a lot. I could do a lot more.”

I hope that’s been useful. Multiple ways and multiple reasons to post on LinkedIn and the benefits it will give you.

Thanks

Denise

As members of Superfast Circle, Sharon and I are your outsourced marketing directors. We help you plan your marketing and determine what will work for you, and we also provide marketing collateral you can use.

If you want to learn more, book a quick call with us here.

The post LinkedIn Marketing: 8 Reasons Why It Is Still Worth Posting on LinkedIn appeared first on Superfast Recruitment.

Hi there, everyone. This is Denise with The Recruitment Marketing and Sales Podcast, and we’re on Episode 405 as we cycle through December.

We are recording answers to the most common questions that we have had over the past year at Superfast, and today we are talking about standing out on Social Media.

We’re often asked.

Should social be something that I have as part of my marketing plan?

They are all good questions.

In fact, in September, we ran a webinar for the NPA. We are MPA members over in the US, it went incredibly well. We shared all of the things to consider when you’re standing out on social.

We’re going to run that as a webinar masterclass in January next year. I will talk about it again in the future and if you would like an invitation, drop me a quick email through the contact form here.

I will make sure that you get an invite, and we will go into a lot more depth than I can in a podcast.

Let’s talk about social media.

It is important to frame this conversation about why social is so important.

Here is the thing; People can’t work with you if they don’t know who you are.

Fact: You have to be where the people are because if you aren’t there, then people are never going to come across you, they’re never going to know who you are, and they’re never going to know the value that you can bring.

People make buying decisions according to the buyer’s cycle.

The buyer’s cycle explains the decision-making process that we all go through when we are making a major purchase, which is obviously from a B2B context, which is what we are.

It’s a moot point that recruitment’s slightly different, isn’t it? Because logically, you’re selling to candidates as well.

I think you get the general gist that people need to be taken from being unaware of the problems that they have and how to fix them, and also the providers of solutions for them in their market through to awareness about problems, awareness about suppliers, and then they go into a decision-making process.

To get people into the top of that purchasing funnel, which it is, people are funnelling from being unaware to starting to work with you.

Logically then you need to be where they are; and they are on social media in their millions!

Then, you need to be where they are.

When you look at market data currently on Statistica, which is a huge market research organization in the US, you can see that almost half of the Western world is on social media.

And you have an opportunity to be in front of them with your message, and they are on multiple platforms. Don’t make the mistake of thinking that your market is not on Facebook, they’re not on X, they’re not on Instagram.

Each of these platforms has, I’m not sure about X now, but the majority of platforms have millions and in the case of Facebook and Instagram billions of users.

There is something like 1.5 billion people now on Instagram, and something like 3 billion people are on Facebook now. Even if a percentage, even say worst case scenario, 30% of your potential clients and candidates are on those platforms, if you could be on those platforms, then that would make a huge difference for you.

Top Tip: make sure that you are on multiple platforms, and that you are sharing content down these platforms.

What content should you be sharing?

There are three real content themes to be using and to be sharing when it comes to social media that work. We have been monitoring this for many, many years. As some of you will know, we had a full-service business as a marketing service provider in recruitment.

We wrote content for years and we monitored everything that was going on, and we still do with our Superfast Circle clients.

The three basic content themes that you need to use, I am going to share with you below.

Promotional content is obvious; Recruiters love to promote themselves. There’s nothing wrong with promoting yourself, provided that you balance it with two other content types.

The two other content types are positioning content and personal and company branding.

Let’s talk about positioning first.

This is where you position yourself as an authority and expert in your market. That is not by telling people how good you are.

Instead, it is by giving people insights and possible solutions to their problems because you can. This is where you help people by actually helping them. This is where there’s that value exchange, and you help people, and that anoints you as an expert, and that is the sort of content to be sharing.

The final content is personal and company branding. Personal branding is very much the rage, and I understand why.

In fact, we are in the middle of running a personal and company branding boot camp for our Superfast Circle membership. When you join I will give you access.

Those are the sorts of things that you need to consider when you are creating content and sharing it with your market.

Positioning content includes things like your blog posts, ideas, suggestions about what people can do, reports that you’ve written, and blog posts that you have gone into detail about how you can help people; All of these things are part of your positioning.

Logically, when it comes to promotional, you’re thinking about your call to action, asking for people’s email addresses to opt into something useful for them.

You’re talking about who you are, how you can help, case studies, and testimonials.

Personal and company branding is the longer post that you probably see on LinkedIn.

I’m sure some of you have read some of my posts. I write longer posts, it might be a tip, it might be an observation, it might be an insight, polls, or motivational quotes.

These are key as well to communicate your brand and your values.

It might be sector news or company news. All of these things, if you share them out in front of your market, you get back on their radar and they start to see you.

That’s when the DMs start happening, when people start messaging you or when you message them or you go out and you start connecting with them and you’re sending them messenger campaigns, then you will start to get awareness and brand building.

[We write all of these for our clients.]

People often say, “How often should I post on social media?” We always say, as often as you can stand it!

We post easily three or four times a day on our various channels. posts. It always keeps us front of mind with our clients because the thing is, lovely LinkedIn and other social channels will not show all of your content to all of your followers; you need to mix up the times, you need to mix up the days, and you need to mix up what you’re sending out.

What is so good today is there are so many ways that you can do this. There are so many software tools that will help you.

There are people in the market like us who can provide content and direction for you.

There is no excuse not to get onto social. I think for many of you, I know some of our Superfast Circle members some of them have like 15,000, 20,000 connections that they can get in front on LinkedIn alone.

This might be the same for you; so imagine if you are not regularly posting the opportunity you are missing

Many of our clients, when they join Superfast Circle, suddenly say, “I’ve started posting, I’m getting loads of people commenting and messages.” That’s because if you’re not doing it and suddenly, you’re there in front of your market again, it makes a huge difference.

A final word from me: Social media, be all over it in 2024.

Thanks

Denise

As a member of Superfast Circle, we give you all the consulting, training, campaigns, and content you need to stand out in your market.

If you would like a quick call with us book in here.

The post Stand Out On Social For Your Recruitment and Search Companies appeared first on Superfast Recruitment.

As we move towards the last quarter of the year and have that goal of ending the year strong, our minds turn to lead generation.

We all want to end one year and start the next with a string pipeline.

I was looking at some data from Neil Carberry at Rec the other day about how jobs and clients have gone up and down phenomenally over the last two or three years. We bounced out of COVID, and then the last few months, and I think particularly in 2023, it’s been more of a challenge for people to bring on board clients.

That’s why ensuring you have a committed and regular outreach strategy on LinkedIn for your clients is always good.

Let’s talk about your daily practice on LinkedIn and what will work for you. I’m not going to talk about sourcing and reaching out to candidates, though this is the same process you can use.

Our focus today is client acquisition.

We have developed our process for this, called the three R process.

The first part of the process is responding, the second is reaching out, and the third is resharing value. I’m going to go into each of these in turn.

We have our KPIs, Sharon and I, for what we do on LinkedIn because we know when we first started in business, we’d forgotten that you need to do a bit more lead generation than you ever thought you would need. We implement several strategies consistently now, and it helps to fill our pipeline.

Let’s talk about the first R, which is responding. Now, there’s a clue as to why we’re called Superfast, and it’s been the bane of my life.

I’m just one of these people that I love to respond to people, not necessarily immediately, but as soon as possible thereafter.

It frustrates some of my friends that, “Why is it you are always the first one to respond?” I don’t know what it is, and I have this thing that I love to respond fast.

I think it’s the same for a lot of people. One of the first things I do when I go onto LinkedIn is responding to any messages that I have had in my inbox, even if it’s saying, “No, we’re not interested,” I will always make a response because as business leaders we are all salespeople at heart. I have respect for all salespeople out there.

Then, I comment, like, and reshare posts of the ideal clients we want to work with. We use Sales Navigator, so we know when some of our prospective leads and clients have shared posts, it’s very easy to go in, comment, like, and get on their radar.

I like to always respond to people and keep the conversation going. If I’ve been in a conversation with somebody, so say I’ve reached out to somebody I’m going to talk about next, then I like to ensure that I’m nudging people along because we can all get busy.

If I’ve sent a note to say, “Hey, do you fancy jumping on a call? Can I show you how we’ve helped this particular client of ours or this particular client?” Then, I like to nudge people to have people interested. Are they not interested, or if they’re not, maybe we can schedule a call later in the year.

That’s the big thing about responding and not responding because some people avoid responding, and you lose so much. Now, when I talked about responding, comments, likes, and shares, we have target companies we would love to work with in the recruitment sector.

We have our ideal avatars: companies that are independents, solos, small micro-businesses, or smaller SMEs. That’s where we know what we do can add the most value, so we target those people. Those are the people we have in our line of fire in the nicest possible way. If we’re connected to people, then I’m going to go and like their content, I’m going to share it, I’m going to do all of the things so that I am front of mind. That’s the first thing that I do.

The second thing is we reach out.

Fact: You cannot keep fishing in the same pond if you want more clients. You need to continually build your connections so your connections get to know, like, and trust you. Then, when they know, like, and trust you, you stand a sporting chance at some point of money changing hands.

What we do is we have a reach-out process, and we send invitations.

We have a target of how many invites we will send out each day/week and keep within LinkedIn’s remit on that, and we do pretty well in hitting our target.

It’s part of our process. What we also do is reconnect. If you went through your LinkedIn connection, and I know some people have 10,000 connections on LinkedIn, some of whom they haven’t connected with in ages, we reach back out and start a conversation again with that individual.

Maybe we’ve gone off their radar, perhaps they’ve gone off our radar, maybe they’re in a different position now, and they are ready to work with us, and we won’t know that unless we reconnect with them.

We’re reaching out, reconnecting, looking for new clients, and making offers about who we are, what we do, and how we might help them.

This doesn’t take much time; I allocate 60-minute time slots daily.

The next thing we do is reshare value. For potential new clients to have a relationship with you, they need to know, like, and trust you; this is where and why content marketing works.

Now, earlier in September, we ran a webinar for the NPAWorldwide Recruitment Network, and the topic was becoming unstoppable on social media, and we shared some of these concepts.

We shared multiple things that you can do when resharing value. There are three content themes to focus on, but let me give you some ideas about it anyway.

It’s about sharing value to demonstrate your expertise and that you are the recruiter of choice that can help them.

The types of things you can share, blog posts, podcasts, personal branding posts, company branding posts, personal quotes, blog posts, and newsletters, can help position you as a recruiter of choice; you don’t have to overcomplicate things.

When you do this, as you start reaching out to people, you’re going to get back on somebody’s radar. When you’re back on somebody’s radar, they will be searching for you.

Then, if they start searching for you and see that you’re sharing great content on LinkedIn, you’re resharing their content, which will elevate you in their eyes, and you’ll start being front of mind.

These strategies are critical when you’re thinking about BD.

You are responding to people, reaching out to people, and then, of course, resharing content. You’re demonstrating who you are and how you can help them.

It is a straightforward, practical process that you can do every day that works.

Thanks

Denise

As part of your Superfast Circle Membership, we even provide you with messages and content you can use as part of your LinkedIn outreach process. If you want to have a quick demo call on how this can work for you, book a call here.

The post Recruitment Marketing: Your Daily Client Marketing on LinkedIn appeared first on Superfast Recruitment.

This is Denise from The Recruitment Marketing and Sales Podcast, and today we’re talking LinkedIn advertising. This is specifically LinkedIn advertising around promoting you and your brand.

However, if you’re new here, welcome; great to have you. Depending on when you’re listening to this podcast, if you haven’t signed up for our Recruitment Marketing Week, then head over to the website or head over to this URL

www.superfastrecruitment.co.uk/RMW

Over five days we are running a training programme, an hour each day, on how to build a marketing system for you and your recruitment company.

I think you’re going to find it incredibly useful. We will leave the recordings up for over a week after the event. You can access workbooks, frameworks, and video recordings for up to two weeks after the event.

Head over to that URL I mentioned: superfastrecruitment.co.uk/rmw stands for Recruitment Marketing Week; pop your Name and email address in and grab your place.

I look forward to seeing you on Monday the 26th.

Now, let’s talk about LinkedIn Ads.

I wanted to share this with you because we have been delving into LinkedIn Ads for several months.

I will be honest and say the jury’s out as to how this will deliver for us because we’ve been testing all sorts of different strategies, and as a marketing company, it’s something you need to do.

What I wanted to talk to you about today is what we’ve been doing, some of the upsides of LinkedIn Ads, some of the pitfalls, and some of the things you might want to consider.

The first thing is LinkedIn Ads really need to be part of your whole process. If you rely on LinkedIn to build your brand, get in front of people, and generate immediate leads, it won’t work; It’s a much longer-term strategy.

It is potentially a very effective strategy, but it is long-term because it’s a very different platform from others; It is still a social media platform, and here’s a top tip when it comes to advertising on social media.

It works in a B2B environment; however, if you think doing ads for a month or six weeks will work for you long-term, then the answer is no. You need to give it six to eight months to test and measure what’s going on so people can see you in their feed.

It’s the same with LinkedIn. Possibly with LinkedIn, it will take a little bit longer because you’re going out to a cold audience of people that don’t know you.

The strategy for using LinkedIn Ads that we’ve been using is to advertise to a very specific and targeted group. Now, you can do this on various social platforms; however, LinkedIn works particularly well because, from our perspective, we are targeting the staffing and recruiting sector.

When you sign up for LinkedIn, you click staffing and recruiting as the group you are associated with- so we can target our adverts for you. Now let’s say that you’re in the engineering space, then you could look for the equivalent; off the top of my head, I don’t know what it is in engineering, but people that are involved in engineering, and then you can drill down to who specifically you would like your ads shown to.

We work with micro businesses and small SMEs, targeting our ads to those individuals. You might want companies with over 50 employees, 50 to 2,000 employees, whatever it might be, and on LinkedIn, you can do that.

You can target Facebook, too; they have a lot of data on their users and their behaviours!

Though LinkedIn has fewer data points, you can still use a useful amount to target potential buyers.

For example, this is the industry I’m after, the company’s size, and with LinkedIn, you can even direct your adverts to specific companies that you want to get your ad in front of.

Remember, with any platform like this, the more specific you are, the more expensive your ads will be. Now ads on LinkedIn are generally much more costly than on Facebook, but they are incredibly targeted.

One of the big benefits of LinkedIn Ads these days is that you can set up retargeting. Now those of you who are new to us or maybe you’re new to marketing, let’s just do a quick tutorial on retargeting.

If you want to know more, head to the Superfast Recruitment website, go onto our blog, and you’ll see a search bar there. Add the word retargeting, which will pull up one of the podcasts I probably recorded a while ago.

Retargeting is a classic marketing technique when shopping for something for your significant other at Christmas. You want to buy them a new pair of boots or a new jacket or something like that, then suddenly you see that new pair of boots or jacket all over the internet, on Facebook, on Google, wherever you’re going.

Fundamentally you can put some code on your website. When someone visits your website, they are known as cookied, and then you can show adverts to them generally.

Regarding LinkedIn Ads, which are the same for many other platforms, the general idea is you’re going out to a cold audience. They don’t know you, so that you might decide– Let’s say for us, we’ve decided that we will go out to an audience in the UK, in Australia, and in the US, so our ads go out in front of those people.

They may not know who Superfast Recruitment is. They might not understand Superfast Circle, so we first want to get some brand awareness.

What we do is use a cold ad. In other words, we direct people to our website, where they can find out more about us, and we ‘cookie’ them.

What we’ve done is we have set up on our website a cookie from a piece of code from LinkedIn so anyone that goes onto our website and visits a particular page is cookied/tagged.

That means we are building up a list on LinkedIn of people who might be interested in Superfast Recruitment and Superfast Circle.

They’ve seen our advert, something is connected with them, and they’ve gone to look at our website.

They are new to us; in other words, it is a cold audience, so they need a lot more nurturing, they need more information, they need to see our adverts and our brand more, but what we’ve done is build an audience.

Then what we do is we start to show adverts specifically to those people that have expressed an interest.

All seems logical. If someone rings you up and they’re interested, somebody comes onto your email list, or a new candidate comes onto your database, they are interested.

A client opts into a report you might have; they’re interested.

The retargeting audience you build is quite an asset, and then you start to advertise to them.

The thing to remember is these people are cold. They don’t know you. They need several points of contact. Then, you start showing slightly different information to these individuals, more than brand awareness advertising. Y

You talk to them about the results clients who work with you can get, maybe some case studies you have, maybe a couple of videos about how you help people.

You get more specific.

Depending on your business driver, the goal is to get them onto a call/demo with you.

The goal, then, is we build more advertising around these individuals. You may have been caught in our spell. You may have decided that you want to watch one of our master class training, and you put your Name and email into a lead generation form on LinkedIn, and now you’re on our email database.

You can see how this works.

The thing to remember about this is it is a longer-term strategy. It was a strategy we decided we wanted to try this year, along with more LinkedIn outreach that we do, and up to now, we are getting traction, but it has taken four to five months to build.

Whilst it’s been building, we are paying for ads, so we haven’t gotten a huge ROI yet on our spending. We have a lot of very warm people that we’re talking to because of it, but it has taken some time.

What I want to say about LinkedIn Ads is that if you want immediate leads, you’re much better at implementing cold outreach and emailing people you already have connections with.

When it comes to LinkedIn advertising, it’s about building your brand; it’s about making you a recruitment organisation that people can work with. Remember, you’re going to have to factor in a significant investment.

It is a learning curve like any marketing strategy; it will take time, and depending on your market and size, it might just be a good investment for you.

Thanks,

Denise

Are you a recruitment or search business owner who wants to get marketing working in your business? Hence, you stand out and create a consistent supply of job-ready meetings and move-ready candidates who see you as the logical company to work with.

Then we can help.

We have been working in the recruitment and search sector, supporting clients across the globe for over 15 years. Our Superfast Circle programme will deliver an ROI of its entire investment in less than 50 days. You can read our case studies here.

Want to find out more? Then book a quick demo call here.

The post Are LinkedIn Ads Worth It For Recruiters? appeared first on Superfast Recruitment.