Separate client acquisition from candidate attraction
A campaign that generates candidate applications is not evidence that it can win employer briefs. Ask the agency to separate goals, landing pages, content, channels and conversions for each audience. If business development is the priority, reporting should not be dominated by job-seeker traffic.
Make sector niches visible
Healthcare, construction, technology, finance and industrial recruitment have different buyers and talent markets. The provider should understand your desk structure, locations and specialisms before proposing keywords or content.
Map marketing into your recruitment CRM
| Stage | Question |
|---|---|
| Website enquiry | Can source and campaign be captured? |
| Employer lead | Can it be distinguished from candidate activity? |
| CRM | Who owns integration and field mapping? |
| Opportunity | Can sales feedback identify qualified leads? |
| Reporting | Can the agency report beyond sessions and applications? |
Check content production capacity
Recruitment firms often have market insight but limited time to package it. Ask whether the agency interviews consultants, repurposes salary or hiring insights, creates landing pages and handles approvals, or simply expects your team to supply finished copy.
Clarify paid media purpose
Employer lead generation, brand awareness and candidate campaigns should not share one vague KPI. If paid social or search is included, establish audience, offer, landing page, conversion event and budget ownership.
Agree ownership before connecting systems
Document who owns advertising accounts, analytics, website assets, creative and any new tracking or automation. Recruitment tech stacks can be complex, so implementation responsibility matters as much as strategy.
Shortlisting a recruitment marketing agency?
Compare Kydos scope and pricing with the proposals already on your desk.
Compare KydosFrequently asked questions
Should recruitment marketing target clients or candidates?
It can target both, but the objectives, journeys and reporting should be separated.
Should the agency understand our niche?
Yes. Sector and desk economics affect targeting and content.
Can marketing integrate with our CRM?
Potentially, but clarify the exact technical scope and ownership.
Is LinkedIn essential?
It can be useful for B2B recruitment, but should be chosen based on audience and economics.
What should reporting show?
At minimum, separate employer and candidate outcomes and connect acquisition to meaningful actions.
Who should own ad accounts?
Agree access and ownership before launch.