How to Market Your Recruitment Agency to Break Into the US
In the latest episode of "Scale Up Stateside," we sat down with Darren Westall, CEO (Chief Executive Officer) of Paiger, a platform known for helping recruiters build personal brands, identify new business opportunities, and attract candidates.
In this session alongside PGC’s Managing Director, Amy Davies, we draw on Darren’s experience on How to Market Your Recruitment Agency to Break into the US.
We also provide practical advice for agencies considering expanding their operations across the Atlantic. Keep reading to learn more about:
Strategies for scaling your business
Brand building
Contrasting recruitment practices between the UK and the US
Strategic planning
Effective leadership
Priceless lessons learned
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 PGC's clients use to establish their operations before they begin marketing their business.
Recruit in the US From Afar
“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”
Let's take a closer look at each approach and its implications before we get into Paiger’s insights on how to market your recruitment business in the US.
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.
PGC'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? Follow the steps in this checklist and get your free eBook here to guide you through the process!
Land & Expand Model to Launch a Recruitment Agency in the US
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.
Although 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 solely focused on North America 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.
Choosing Your Target Audience in the US
Now that we’ve covered the two main methods recruitment agencies use to launch in the US, it’s time to find out how to market your business.
As discussed in the full Scale Up Stateside episode with Paiger, to effectively market your recruitment agency in the US, it’s crucial to go niche in the roles you recruit within. As Amy Davies, PGC’s Managing Director, highlighted 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 dive 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 the Market Large Enough to Grow?
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 PGC client, you receive exclusive access to our exclusive Client Toolkit. This resource offers detailed market insights for various industries across leading states, including popular cities, recruitment trends, average salaries, and cost of living information. How to gain access to these resources?
4) Can You Control the Supply of Candidates?
Evaluate if you can manage the supply of candidates effectively. With remote work being popular, 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, start there and then expand to other areas with high demand for your services once you’ve built your proposition.
As discussed in the full episode, by addressing these questions, you will be better positioned to carve out a successful niche to successfully market your recruitment agency to break into the US market.
Target a Specific State and Understand the Size
If you are thinking about entering the US market, a data backed approach will help you be strategically placed to access your ideal target market and talent to build your US business.
Best States for Business in 2024
Amy outlined in the full episode ‘How to Market Your Recruitment Agency in the US’, key states you could target based on your recruitment specialism.
Best States for IT Recruitment
Two states were highlighted in the podcast as major hubs for tech roles:
Best States for Life Sciences Recruitment
The podcast highlights these states as major hubs for life sciences and finance roles:
Best States for Marketing Recruitment
As mentioned, marketing roles are notably prominent in these states:
This geographical insight is crucial for businesses looking to tailor their approaches to effectively target different markets.
For those seeking more detailed information on market sizes and industry-specific roles, we’ve put together this heat map and blog. It gives you an idea the top states for employee onboards from our clients in 2023.
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 our conversation, Darren shed light on how to market your recruitment business in the UK vs US, offering invaluable insights for those venturing into new territories.
Darren emphasises the need for UK recruiters to recognise their strengths and leverage them effectively in the US market. He emphasises the importance of replicating successful strategies from the UK while acknowledging the distinct characteristics of the American recruitment landscape. Here are the biggest key takeaways:
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.
Operate as experts within the sector you are recruiting within
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 there is demand for the niche you're recruiting within
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 demand to build your US business. Save your time in research and check out the Best Industries to Recruit for in the US.
Be on Top 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, he highlights the importance of replicating this 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 suggest 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 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 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 in the podcast 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 a:
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
Darren brings back a point on niche targeting as a step on how to market your recruitment agency in the US. 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 er 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. Darren provided the following example in the podcast episode:
“For instance, focusing on recruiting Python developers specialising in machine learning within San Francisco.”
3) Create a Community Within the Sector You Recruit in
A final step on how to market your recruitment agency in the US is for recruitment consultants to build trust and embed themselves in relevant communities.
Darren advises actively participating in online discussions and platforms where potential candidates and hiring managers are present.
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 Create a Personal Brand
Building a personal brand has never been easier or more crucial than it is today. With internet and social media access, anyone can build an audience, establish themselves as an expert, and attract clients for their business.
Start posting content related to the sector you're recruiting in
In the full podcast episode, Amy shares her experience when starting to build her personal brand within the recruitment space on LinkedIn. One of her first posts, a LinkedIn video, took a long time to record due to worries about negative comments.
In reality, the response was overwhelmingly positive and supportive. This experience underscores the idea that the perceived worries and objections you may have before posting on LinkedIn to build a personal brand, are often much greater than the actual risks.
“People say, oh, I'm worried about x, y, z or if I post this on LinkedIn, what will they say? My main piece of advice is to get started posting content.”
The main piece of advice derived from the podcast, is to start posting on Linkedin and engaging with content related to your niche without overthinking it.
For example, if your recruitment business operates within finance in the US. To build your candidate pipeline, you could start posting content related to finance professionals including top tips, US finance industry news and jobs.
Amy encourages the audience to let go of personal hangups and embrace the process of building their brand. Consistent posting, especially through videos, can significantly enhance personal visibility and engagement on platforms like LinkedIn.
Darren emphasises that many people hesitate to start building their personal brand because they worry about potential negative feedback or judgment. However, the reality is that these fears are often unfounded.
How to Use LinkedIn to Market Your Recruitment Agency in the US
LinkedIn lately has noticed a huge surge in posts about personal branding and its importance. 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 personal brand building process as an approach to market your recruitment agency in the US. Here are five steps to grow and build a strong personal brand that convert followers into clients:
Start with Your LinkedIn Profile
Personalise your headline to clearly state how you help your target audience.
Use an eye-catching banner that includes your contact details and company's brand.
Choose a profile picture that reflects your personality—don’t try to look corporate if it’s not you. Make sure it’s set to public visibility.
2. Add Value to Your Audience by Posting 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 or surveys or post tips that will help them within their job role.
Post a variety of content, such as videos discussing important topics within the industry your 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 in a sports team, baking, or advocating for mental health openness—these 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.
Ready to Market Your Recruitment Agency to Break Into the US?
We hope Amy’s and Darren’s insights have helped you learn how to market your recruitment agency in the US. From choosing the right niche to using your personal branding effectively. If you need any more marketing tips or need help automating your marketing, find out how Paiger’s platform can help you.
If you want to explore the growth opportunities that await for recruitment agencies in the US and find out how to get started, that’s where PGC come in. Partnering with PGC means we can handle your payroll, onboarding, and employment compliance seamlessly, so you can focus on placing US candidates and growing your business. Schedule your expansion solution call with us today.
Disclaimer: All information written here is for general informational purposes only and is not intended to be a substitute for professional and/or legal services.