How to Market Your Recruitment Agency to Break Into the US

In this episode of the Global Talk, Workwell Globals Managing Director, Amy Davies, sat down with Darren Westall, CEO of Paiger, to speak about Darren’s experience on the best ways to market your recruitment agency when looking to break into the US.

This discussion offers practical advice for agencies considering expanding their operations across the Atlantic, including:

• Strategies for scaling your business
• Brand building
• Contrasting recruitment practices between the UK and the US
• Strategic planning
• Effective leadership

How to start a recruitment agency in the US

Methods on how to start

Before diving into how to market your recruitment agency to break into the US, we discussed the primary methods Workwell Global clients use to establish their operations before they begin marketing their business.

“There are two distinct routes to choose from when launching your agency in the US. You have the ‘recruit from afar’ model, and then we have the ‘land and expand’ model”

The Recruit From Afar Model

The “Recruit from Afar™” model involves testing the US market remotely from your home country, such as the UK. You can assess US market demand for your services and generate initial revenue streams with minimal financial risk. Workwell Global’s Recruit From Afar™ model is a tried and trusted approach by many successful UK recruitment founders who have gone on to launch their agencies stateside.

How? Download our Recruit from Afar Checklist eBook, which will guide you through the process.

The Land & Expand Model

The “Land and Expand” model requires establishing a physical presence in key US locations to target niche markets strategically. Face-to-face business is still favoured massively in the US as it is in the UK; being immersed in the US culture can enable you to develop closer relationships with your clients.

There are key steps recruitment agencies take when looking to land and expand into the US staffing market. The US has a complex landscape of employment laws at federal, state, and local levels, varying by placement location. Collaborating with an Employer of Record provides assurance of all the coverage your business needs and helps you compliantly employ your US employees.

Launching a recruitment agency in the USA is a journey that requires careful planning and execution. Whether you opt for a remote approach or a hands-on expansion strategy, our guide provides valuable insights and considerations to help you navigate the intricacies of the US staffing market.

Identify your target audience

To effectively market your recruitment agency in the US, it’s crucial to go niche in the roles you recruit within. Asking yourself the right questions when choosing your target market is essential. Here are the 5 key questions to consider:

1. What is Your Niche?

Define your recruitment niche by specifying the exact roles within an industry. For example, you could focus exclusively on recruiting fractional CFOs in the finance sector or work with consultants for IT teams across the US.

2. Is the Niche Already Saturated?

Determine if your chosen niche to recruit within is already crowded. Decide if you need to adjust your proposition to stand out in the US market or if you have a unique first-mover advantage.

3. Is there potential market growth?

Assess whether there is enough demand within your niche and chosen state to support business growth. Ensure that the market can accommodate your scaling needs. As a Workwell Global client, you’ll receive exclusive access to our Client Toolkit, which offers detailed market insights for various industries across leading states, including popular cities, recruitment trends, average salaries, and cost of living information.

4. Can you control the supply of candidates?

Evaluate if you can manage the supply of candidates effectively. With remote work growing in popularity, building face-to-face relationships with US clients initially can be beneficial before transitioning to a remote model.

5. Which state should you start with?

Choose a state with a high concentration of your target clients. For instance, if your focus is on Texas, build a base and then expand to other areas with high demand for your services. Addressing these questions before expansion will position your business better to carve out a successful niche to market your recruitment agency to break into the US market.

Marketing your recruitment agency in the US vs UK

Marketing a recruitment business in the US presents both opportunities and challenges. Aspiring recruiters often face the daunting task of understanding the American culture and landscape.

In the Global Talk podcast episode, Darren shed light on how to market your recruitment business in the UK vs US, offering invaluable insights for those venturing into new territories. He emphasises the need for UK recruiters to recognise their strengths and leverage them effectively in the US market, outlining the importance of replicating successful strategies from the UK, while acknowledging the distinct characteristics of the American recruitment landscape.

Being niche is your superpower

“Choosing the right niche is critical for success in the US market. Niche-focused agencies have seen significant growth by catering to specific industry needs.”

In the UK, recruiters often excel by focusing on specific niches or industries. Darren advocates for a similar approach when planning how to market your recruitment agency in the US. Emphasising the power of specialisation as a competitive advantage.

Become the experts

By honing in on a niche market segment, recruiters can establish themselves as experts in their field, offering tailored solutions to clients and candidates alike.

Research where the demand is

Moreover, each state is popular for certain industries. By understanding what your niche is, you can then strategically target candidates and clients in areas with high talent, and supply and demand to build your US business.

Be prepared with your tech stack and website

“For me, the big difference is we’ve got a mature tech stack, we’ve got a really good website, we’ve got the right source of traffic, and that is your advantage over some of the American staffing agencies”

Darren made the point that recruitment agencies in the UK have a more mature tech stack and online presence in comparison to recruitment firms in different countries. If you are forming a plan on how to market your recruitment agency in the US, it is important to replicate the same method and technological infrastructure in the US. A high-performing recruitment tech stack serves as a cornerstone for effective marketing and client engagement.

Investing in a sophisticated website and leveraging technology for lead generation can significantly enhance a recruiter’s success in the American market.

Build a strong client and candidate pipeline

“Paiger always suggests that once you’ve nailed your proposition and niche in the US, you need to visit to see clients face to face”

A key step in learning how to market your recruitment agency in the US is building a strong client and candidate pipeline. Darren suggests focusing on building relationships and networking with key stakeholders, both locally and internationally. Keep reading below for more tips on pipeline development.

Stay ahead of the curve

“Do I want to try and replicate what the market does in the US? Or am I going to take what we do in the UK and make it work there?”

Innovation and adaptability are crucial traits for recruiters working in diverse markets. Darren emphasised the importance of adapting proven marketing strategies you’ve used in the UK to market your recruitment agency in the US, while being open to innovation and experimentation.

By embracing change in a new market and continually refining your approach, you can stay ahead of the curve and capitalise on emerging opportunities in the US.

How to build your US pipeline through marketing?

“You need to start by building your client and your candidate pipeline”

As mentioned in the section above, by investing in building client and candidate pipelines, recruiters can lay the groundwork for sustainable growth and long-term success in the US,

Amy begins the discussion with crucial advice from a client she worked with, a successful UK Recruitment Managing Director who has made it big in the US. She emphasised the necessity of building both client and candidate pipelines before attempting to market to US clients. Without a strong pipeline of US clients, selling can become challenging.

But how do you start building a presence to market your recruitment agency in the US?

1. Build an online presence via LinkedIn

“The first thing I’d start with is my LinkedIn headline, explaining the reason for your profile to drive people to work with your brand.”

The first step is leveraging LinkedIn as the primary platform for building an online presence. In the podcast, Darren advises treating LinkedIn as a storefront as a step to market your recruitment agency in the US.

Suggesting recruiters create a comprehensive LinkedIn profile that includes:

• Professional banner
• Clear and engaging headline
• Detailed profile that drives potential candidates and clients to your brand

A well-crafted LinkedIn profile linking to your website that highlights your recruitment consultant’s expertise establishes them as reputable experts within the niche they are recruiting within.

2. Niche targeting

Once you establish your niche, focus on reflecting it within your:

• LinkedIn content
• Profile details
• Website information

This will help you to establish your recruitment consultants as an expert in the specific area you recruit within. By doubling down on a niche, recruiters can create content tailored to their target audience, making it easier to attract and engage candidates.

3. Create a community within the sector you recruit in

A final step in how to market your recruitment agency in the US is for recruitment consultants to build trust and embed themselves in relevant communities. Actively participating in online discussions and platforms where potential candidates and hiring managers are present is a good step to take. This includes not only LinkedIn but also platforms like Reddit and Hacker News, for those interested in the tech sector.

Engaging in these communities by adding value to discussions and commenting on relevant posts helps recruiters build a reputation and become known without physical presence.

“Go and find your audience and then start building all the content so that audiences associate your niche with you.”

The conversation underscores the importance of community involvement. By investing time in understanding and participating in these communities, recruiters can build relationships and trust, which are crucial for successful candidate pipeline development. Darren notes that despite the opportunities these platforms offer, many recruiters overlook them. Regularly engaging with these communities can provide valuable insights and direct access to potential candidates actively seeking opportunities.

How to use LinkedIn to market your recruitment agency in the US

According to LinkedIn, 71% of professionals believe that a strong personal brand leads to increased career opportunities. We know recruiters are busy, so let’s simplify the process. Below are five steps to grow and build a strong personal brand that converts followers into clients:

1. Start with your LinkedIn profile

Personalise your header, use an eye-catching banner that includes your contact details and your company’s brand and make sure your profile is set to public. Choose a profile picture that reflects your personality. Don’t try to look corporate if it’s not you.

2. Post relatable content

Shift your mindset from selling to demonstrating your value and expertise within your niche. Research content that your target audience will find helpful. Run polls, publish surveys or post tips that will help users interact. Post a variety of content, such as videos discussing important topics within the industry you’re targeting, short-form market updates, salary surveys, or pictures of you/your team at events.

3. Be Consistent

Maximise your reach by maintaining visibility through consistent LinkedIn activity. You don’t need to post daily, but you should be active. Dedicate 30 minutes each day to connect with people, comment on posts, share interesting content, or write your own posts.

4. Be Yourself

Share content about your genuine passions to make your posts more authentic. Don’t shy away from topics unrelated to work. Share your hobbies, such as playing on a sports team, baking, or advocating for mental health openness. This will help your audience get to know you. Engage with your audience by asking questions. When you’re authentically yourself, your connections are more likely to open up as well.