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Hi there, everyone. This is Denise. As we move through July, it’s the perfect time for a six-month review of your recruitment business. This year has been anything but predictable, and if you’re wondering what’s happened over the past six months, you’re in the right place.
The landscape has been challenging. We’ve got new governments with different approaches, tariffs in the US creating global uncertainty, and constant changes to employee and employer costs in the UK. All of this is significantly impacting recruitment.
What’s been labelled a “white-collar recession” is reshaping how we source talent. Clients are demanding more for less, and it’s been a tough six months. But here’s the thing about challenges – they create opportunities too.
Today, we will examine the numbers, what’s worked in sales and marketing, face some hard truths, and give you actionable ideas.
The Current Sales Performance Reality
You’re correct if you feel like it’s been tougher than usual. I recently used AI research for a client, and the global trends show the UK market is more depressed than the US market. Australia is having an unusual time, but is predicted to bounce back next year.
This “white-collar recession” is a strange phenomenon in which corporate profits remain strong but hiring has dipped. However, there are several interesting contradictions. Twenty-three per cent of UK workers are planning to quit their jobs in 2025—that’s higher than the US’s 19% and Australia’s 18%. There’s movement, just not the kind we’re used to.
Meanwhile, over 80% of companies report skills gaps in specific areas. Nearly nine out of ten companies are struggling to find the right talent. The need is there – it’s about how you sell your service to these companies.
The professional services sector is experiencing a staggering high turnover rate. This isn’t just churn – it’s opportunity knocking loudly on your door. You’re not alone if you’ve been struggling with new client acquisition. However, if you’ve positioned yourself as a solution to skills gaps rather than just another recruitment company, you’ve likely seen some wins.
Your clients aren’t looking for bodies on seats. They’re looking for predictability and recruitment partners who can anticipate their needs. Finding the right skills is five times more predictive of job performance than traditional degree-based hiring. As a recruiter, this is where you excel.
Marketing Creates Demand, Sales Converts It
Marketing and sales are different functions. Marketing creates demand, and sales convert that demand. Are you reaching out to a wider audience, going deeper with your current audience, or focusing on a vertical? We often realise we’re not doing as much as possible during challenging times.
I spoke with a client recently who’d been following our strategies. His LinkedIn connections had grown significantly, but he went quiet when I asked about his outreach messaging. He admitted he hadn’t been reaching out like he normally would. Remember, you must convert the demand you’re creating at some point.
Don’t base expectations on what happened post-pandemic. The years 2021-2023 were exceptional. As a business owner, you must consistently market more because markets change. Then you convert that demand by selling and making offers.
Content Marketing: The Game-Changer For Recruitment
If you haven’t listened to my podcast about the lead generation triad, go to superfast.co.uk/LGT and watch the video. I discuss three key areas: leveraging your current database, content marketing, and cold outreach. Recruiters are doing well and utilising all these elements.
Content is a huge win for recruitment business owners because it appeals to candidates and clients. It works ahead of time and continues working for you. B2B content marketing costs significantly less than traditional marketing methods and can generate up to three times the leads – check HubSpot’s research reports for verification.
Very few people buy on a whim. They research, check people out, and determine if someone can help them. Content is your route to establishing this trust. The recruitment businesses that are winning are adapting, using content, understanding the market, and appreciating that hiring cycles are longer.
They’re investing in educational and thought leadership content distributed through social media and email marketing. LinkedIn is a golden channel—nearly a billion people are on LinkedIn, but less than 4% post regularly. If you post twice daily on LinkedIn, you’ll stand out as someone who understands their market.
You’ve likely seen increased views and interactions if you’ve been publishing thought leadership content, industry insights, and information about skills-based hiring. We run personal branding challenges with our clients, and they all report significant differences in engagement levels.
You can use reports, white papers, and case studies—all of which are proving particularly impactful. People go through a buying cycle, from unaware to aware to considering to deciding. Throughout this process, they look for information and check if you’re consistently present.
Email Marketing Still Delivers Results
Email marketing remains incredibly effective. Even in the UK, you can still send cold emails. Open rates are increasing in B2B because Google and Microsoft’s cleanup campaigns have removed inactive users. Open rates between 40-50% aren’t uncommon now, compared to much lower rates 4-5 years ago.
Classic data shows that for every pound spent on email marketing, you get an ROI between £30 and £40. You leave money on the table if you’re not nurturing your database with valuable content.
Companies getting results now are actively implementing solutions rather than focusing on problems. They’re not sitting in pity parties complaining about the terrible market. They say, “This is what’s happening globally – what solutions can I implement?”
Going Back To Basics Works
My strong recommendation is to go back to basics during challenging times. Ask yourself: Am I doing cold outreach? Am I picking up the phone? Am I sending direct messages? Am I making more offers? Am I listening to my market? Am I adapting what I’m offering?
Consistent business development (bd) is key. Those who consistently do BD are successful and continue to be successful. Regular outreach, relationship building, and promoting your services make a significant difference.
The most successful businesses combine the lead generation triad – content marketing with systematic outreach processes. If you haven’t checked our YouTube channel, there’s a video recording from one of our events where Sharon goes through the six-step process. Search for “Superfast Recruitment” on YouTube.
AI is incredibly useful in recruitment for administration, sorting, and sifting work. Over 30% of recruiters now use AI tools for grunt work, freeing themselves for strategic work and business development. AI helps schedule appointments and screen CVs, but remember—educational content positions you as a strategic partner.
Combine marketing with business development and use AI for productivity, and you position yourself as a business worth working with. You need all these elements to work together.
What You Need To Do Next
If you haven’t listened to Sharon’s belief podcast, please do. Our brains run riot with untrue thoughts, particularly in group situations with people having tough times. Our brains are wired for negativity to protect us, so remember that when planning forward.
Be clear and data-driven. What were your numbers for the first half of the year? Be honest – don’t just say the market’s bad. How many outreaches have you made? No wonder you’re struggling if you’re doing the same things as 2019.
Do you need to double your figures? Send more content? Set up a cold email marketing system? You’ll hear about being resilient and adaptable—these aren’t just advantages but essentials moving forward.
Be resilient because there are challenging times, but also adaptable. Ask yourself: Am I open to this possibility? Could this work? It’s easy to dismiss ideas—”they won’t read that content” or “that won’t work in my sector.” Sometimes, it’s about dropping the ego and looking at what could work.
A coach told me years ago to always think, “Am I open to the possibility that this might work for me?” When we started, we began with cold emailing and phone calls. I’d always worked in pharmaceuticals and had never done a cold email before. I was open to trying, and that’s how we got our first five clients.
If you haven’t tried something, be open to the possibility that it might work in your sector. Marketing is about testing different things and looking at the results. There’s a saying that more millionaires are made in recessions than at any other time. Market challenges create opportunities for agile business owners.
Content marketing and thought leadership help you stand out as a brand. The future belongs to recruiters who can balance AI tools and technology with human connection and understanding.
I spoke with Cheryl Wang from GSR recently, and she said, “The market is changing. We need to do a bit more.” That’s exactly what’s happening. Think about what you’ll do differently. What were your main problems in the first half of the year? What are the solutions you could use moving forward?
You might not like sending direct messages or setting a KPI of 20 LinkedIn invitation requests daily, but it works. It feeds your family and makes a difference as you move forward.
Thanks
Denise
How We Can Help
If you’re ready to implement these strategies and want guidance on where to start, we can help. Our Superfast Circle program provides recruitment business owners with the content, systems, and support required to build effective lead generation strategies.
We help you combine content marketing with systems that work whilst developing your brand to stand out in today’s competitive market.
