Marketing for recruitment and labour hire firms
The candidate is the scarce asset in this market, so the job of marketing is to build a talent pool your consultants can draw on before the requisition lands.
Where the money moves.
Your budget has two jobs, winning client accounts and attracting workers, and they behave nothing alike. Client acquisition moves through preferred supplier agreements and panel refreshes that open once every two or three years, so the work there is positioning, capability documentation and staying visible to procurement between windows. Candidate attraction never stops. Every requisition your consultants take is a race against the same shortlist, and the firms that fill fastest are the ones holding a warm pool already segmented by trade, ticket and availability. We build both, and we report them separately, because folding fill rate into a single lead number hides which half is actually working.
Labour hire licensing changes what you are allowed to say and what a buyer checks before they call. Queensland, Victoria, South Australia and the ACT each run their own scheme with a public register, and a procurement officer will look you up well before a shortlist forms. That makes your licence numbers, workers compensation position, portable long service leave registrations and your RCSA or StaffSure status content, not fine print. We put that evidence where it gets found, on the page a client lands on and inside the capability document that goes into a tender response.
Candidates do not read your website. They see a shift on a phone, they message, and they either get a reply inside the hour or they take the other job. Blue collar attraction runs on short video, community groups, SMS re-engagement of people you have already placed, and a form that survives a thumb on a worksite. Professional attraction runs on consultant profile, market commentary and search. Your redeployment rate is a marketing number as much as an operations one, and a worker you have already cleared is cheaper to reactivate than any fresh application you can buy.
Demand does not arrive evenly. Construction and industrial volumes collapse over the Christmas shutdown and return hard in late January, government contingent hiring follows the financial year, and harvest, retail peak and shutdown maintenance each pull at the same pool in different directions. We plan pool building against your known peaks so applications land well ahead of the shifts. Reporting is written against cost per placed worker and margin retained, never applications received, because an application that fails a ticket check has cost you money rather than made it.
What we run.
Talent pool building
Always-on candidate campaigns segmented by trade, ticket, licence and postcode, feeding a database your consultants can search on a Friday afternoon. Applications arrive in your ATS with compliance fields already captured, not in an inbox someone triages on Monday.
Panel and tender visibility
Capability documentation, case narratives and a website that answers what a procurement officer checks: licence numbers by state, insurance, safety record, award coverage and how you handle casual conversion. Written to be read alongside your tender response, not instead of it.
Consultant personal brand
Your desk specialists become the reason a candidate calls back. We produce their market commentary, placement stories and salary insight for LinkedIn and short video, published under their name, with the accounts and the content owned by your business.
Database reactivation
SMS and email sequences to workers you have already placed and cleared, timed to project starts and shutdown returns. The cheapest fill in the business is someone whose tickets you already hold, and most databases carry more of those workers than the consultants remember.
Search for job intent
Search volume for a trade plus a suburb is heavy and cheap when the landing page matches the query. We build job category and location pages that rank and convert, rather than routing every dollar into a listing you rent by the month.
Questions we get asked.
Split it, and hold the split deliberately. Candidate attraction earns its return every week because supply is what caps your fill rate. Client acquisition earns in windows, when a panel refreshes or an agreement comes up for renewal. We size the client side against the tenders and expiries you already know about, and let candidate work run continuously underneath it.
Board spend buys applications for a role you have already lost days on. Pool building buys you people before the requisition exists. The two work together: the pool covers your repeat trades and known volume, the board covers the unusual brief. We measure them against each other so you can see which roles no longer need advertising at all.
We state licence status by state, with numbers, and nothing beyond what the register shows. The schemes are public, so a wrong or lapsed claim is checked in seconds and it damages you with the exact buyer you want. Where a scheme requires particular disclosure in advertising, that sits inside the template rather than in a reviewer's memory.
You do, from day one. Ad accounts, tracking, domains, social profiles and the candidate lists sit in your business name with our team given access. If the relationship ends, your pool, your pixel history and your audiences stay with you, because they are the asset the spend actually built.
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
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