A candidate reads a job advert. A hiring manager checks your website after a call. Both are trying to work out whether your agency understands their part of the market.
Recruitment marketing is the work that helps candidates and clients discover your agency, understand what you offer and decide to start a conversation. It includes your positioning, job adverts, website, useful content and follow-up communications.
Start with the audience
Candidates and clients have different questions. A candidate may need the shift pattern, location, pay and application process. A client may want to understand your sector experience, how you handle a brief and who will look after the relationship.
Choose a specific audience for each campaign. A message for an experienced contract engineer needs different detail from one for a manager covering tomorrow's shifts. State who the message is for, what they need to know and the next step they can take.
Make the promise concrete
Explain what working with your agency involves. Describe how you take a brief, communicate progress and handle questions. Use customer stories or results where you have evidence and permission to publish them.
Keep the same facts across the advert, landing page and conversation. If a role changes, update the places where candidates will encounter it. The information they act on should match the brief your consultant is working from.
Choose channels around that audience
Your website can explain your specialism and provide a clear enquiry or application route. Job adverts help candidates assess a particular role. Useful articles, email updates and social posts can give people a reason to return between vacancies.
Choose channels based on the audience you can reach and the conversations they generate. Give each campaign a clear destination. After someone leaves their details, establish who responds and where that response is recorded.
Where automation fits
Automation supports repeatable communication and follow-up. For a defined workflow, set the trigger, the action, the timing and the conditions that should stop it. Test what happens when the person replies or their circumstances change.
Our agency workflow conversations link candidate engagement with changing availability. That is a practical reminder to check the current record before sending the next message. The relevant action may be a consultant's call or an update to the record.
Talimate uses triggers and actions for configured recruitment workflows. Confirm the available channel, template and conditions for your agency before scheduling a sequence. Our recruitment automation guide covers testing and exceptions in more detail.
Measure what follows the message
Agree what a useful response looks like before you start. For candidates, that might be a relevant application or an availability update. For clients, it might be a qualified conversation about a hiring need.
Track the route from the campaign to that response. Review the quality of enquiries, follow-up effort and cost alongside clicks. Keep the definitions consistent so the team can compare campaigns meaningfully.
Start with a clear audience, useful information and a next step your team can follow through.
Editorial review: September 2026.