by Fiona Housiaux | Sep 17, 2026 | Insights, News
I recently ran a poll asking a simple question: Is your team starting to scope out next year’s roadmap yet, or are you heads-down on current campaigns?
It yielded a whopping five votes (lol). Clearly, I’m not going to give up my day job to become an influencer anytime soon. But looking past my micro-sample size revealed two truths about how B2B organisations operate as Q4 approaches:
- The sole “Scoping Out” vote came from Sales (my husband, who naturally had to support the poll, or else!).
- The four “Heads-Down” votes came from Marketers (my brilliant TiC colleagues who are deep in the execution trenches).
This isn’t just a funny split; it highlights a classic B2B tension: sales (or the husband) is already looking ahead to Q1 pipeline, whilst Marketing (my colleagues) is carrying the heavy operational load of bringing Q4 across the line. Let’s be honest (and yes, I am 100% biased), marketers add massive value, but they are often victims of their own success.
Whilst Sales reps can pivot their focus to next quarter’s prospects, marketers are still trying to manage and maximise live campaigns, nurture active leads, optimise conversions right up to December 31st.
However, when marketing is forced to keep its head down in Q4 execution, planning for next year gets squeezed into December’s leftover time. When that happens, marketing risks building Q1 campaigns around general brand positioning while sales is hearing urgent, unaddressed pain points on demo calls, leaving sales teams to enter January without the fresh case studies, targeted landing pages, or pitch decks needed to close early-stage deals.
And because even the best-designed campaigns take weeks to gain traction, a strategy squeezed into November won’t yield qualified opportunities until spring.
How to Give Marketing the Breathing Room to Plan Ahead
You don’t need 500 poll responses to recognise the pattern (well, that’s what I’m telling myself). If you want to show marketing’s strategic value on January 1st, you have to create space for early alignment now. My advice would be (and this is what I’m bringing clients through from September onwards):
1. Run Joint Q1 Target Reviews in Late Q3: Sit down with Sales leadership and ask: Which target accounts and sectors are you prioritising for early next year, and what content gaps are currently slowing down deals? Build your Q1 marketing strategy and output around those commercial priorities.
2. Audit High-Converting Content & Campaigns: Look back at year-to-date performance to see which specific content assets and channels generated actual closed-won business (not just leads). Lock in budget now to double down on those high-performing plays.
3. Co-Design the Sales Enablement Roadmap: Allocate dedicated marketing resources to build key sales collateral, one-sheets, product updates, and ROI calculators, so they are signed off and ready for the sales team to drop into conversations on day one of the new year.
So my five-person poll won’t be winning any awards for rigorous methodology, but it did highlight something very real. Marketers spend all day keeping the current machine running, which makes it far too easy to get swallowed up by the end-of-year rush.
If you want to hit January with real momentum alongside sales, you have to give yourselves permission to look up from the daily grind and start framing next year a little bit earlier.
If you need any help with auditing your year, speak to the team at ThinkinCircles.
by Fiona Housiaux | Jun 6, 2025 | Insights, News
As the recruitment industry evolves, agencies are increasingly exploring the shift from a contingent model, where they are only paid upon successful placement, to a retained model, where clients pay upfront for a dedicated search service.
This transition offers greater revenue predictability, stronger client relationships, and access to higher quality candidates. However, moving to a retained model requires more than a simple change in pricing. It demands a strategic repositioning of the agency’s value proposition. This is where recruitment marketing becomes vital.
The Challenges of Transitioning to a Retained Model
Making the shift to a retained model is not without its challenges. Clients are used to only paying for results and may initially resist paying fees upfront. Additionally, retained recruitment requires a higher degree of trust, credibility, and demonstrated expertise from the agency.
How Recruitment Marketing Helps Bridge the Gap
Here are five key ways recruitment marketing can support an agency’s transition to a retained model
1. Positioning the Agency as a Strategic Partner
To justify retained search fees, agencies must be viewed as trusted hiring partners rather than just service providers. Recruitment marketing allows agencies to position themselves this way through thought leadership articles, client success stories, whitepapers, and testimonials that highlight industry knowledge, consistent delivery, and business impact.
Example A blog series on “The Cost of a Bad Hire in the Tech Sector” not only educates clients but subtly reinforces why a committed retained partnership delivers superior outcomes.
2. Attracting Higher Value Clients
Strategic marketing enables agencies to reach clients who value quality, expertise, and long term hiring solutions rather than those seeking quick fixes. Techniques like targeted LinkedIn advertising, account based marketing, and tailored outreach help bring your message in front of the right decision makers.
3. Demonstrating a Proven Process
Clients are more likely to invest in a retained partnership if they understand and value your process. Recruitment marketing can help communicate your methodology such as comprehensive briefing sessions, rigorous candidate screening, and guaranteed shortlist timelines through videos, infographics, and dedicated service pages.
Tip Offering a downloadable “Retained Search Guide” helps to educate prospective clients and move them further along the decision making process.
4. Building Trust Over Time
Consistent high quality content builds familiarity and trust with potential clients long before they have a hiring need. When the requirement arises, they are more likely to turn to an agency they already recognise as credible and professional, one that has demonstrated value through ongoing insights and engagement.
Strategy Implement email nurturing campaigns that deliver case studies, hiring tips, and market insights to warm up leads over time.
5. Supporting Consultant Sales Efforts
Recruitment marketing also plays a crucial role in enabling your consultants to sell retained services with confidence. By providing high quality pitch decks, branded materials, objection handling guides, and tailored proposals, marketing helps reinforce your positioning as a premium strategic provider.
Final Thought
Shifting to a retained model is not just a sales change. It is a repositioning of your entire agency. Recruitment marketing is the engine that drives this transformation by building credibility, trust, and market differentiation. Done well, it supports new business acquisition and deepens relationships with existing clients, enabling your agency to move confidently into higher value long term engagements. In today’s recruitment landscape, where quality and value are paramount, recruitment marketing is not just helpful. It is essential.
by Fiona Housiaux | Mar 18, 2025 | Uncategorised
Attracting and retaining top talent has never been more competitive. Employers must understand what candidates truly prioritise when making career decisions. To get direct insights, ThinkinCircles recently conducted a poll, asking both clients and candidates:
What matters most to candidates when considering a job offer?
The results provide a clear picture of what drives candidate decision-making:
-
42% – Salary 💰
-
24% – Work-life balance ⚖️
-
24% – Career growth opportunities 📈
-
10% – Company culture 🏢
These findings highlight a shift in how job seekers evaluate opportunities. While salary remains the top priority, work-life balance and career growth opportunities are equally important, with company culture playing a supporting role.
Breaking Down the Key Factors
1. Salary – The Top Priority (42%)
It’s no surprise that salary remains the number one factor for job seekers. Competitive pay is a fundamental motivator, especially during uncertain economic times and rising living costs. Candidates want fair compensation that reflects their skills, experience, and the value they bring to a company.
💡 What Employers Can Do:
✔️ Offer competitive salaries aligned with industry benchmarks.
✔️ Be transparent about pay structures, bonuses, and commission schemes.
✔️ Highlight financial benefits like pensions, stock options, and performance incentives.
2. Work-Life Balance – A Growing Priority (24%)
With hybrid and remote work now mainstream, candidates are prioritising flexibility, well-being, and work-life balance more than ever. Many professionals are choosing roles that allow them to have greater control over their schedules and personal lives.
💡 What Employers Can Do:
✔️ Provide flexible working options, including hybrid and remote work.
✔️ Support mental health initiatives, such as wellness programs and mental health days.
✔️ Promote a healthy work environment, ensuring employees aren’t overworked or burnt out.
3. Career Growth Opportunities – Future-Focused Candidates (24%)
Candidates aren’t just looking for their next job—they’re looking for a long-term career path. Employees who see clear development opportunities within a company are more likely to stay, reducing turnover and boosting overall job satisfaction.
💡 What Employers Can Do:
✔️ Outline career progression paths and development programs.
✔️ Invest in training, mentorship, and leadership development.
✔️ Provide opportunities for internal promotions and upskilling.
4. Company Culture – The Final Piece of the Puzzle (10%)
While company culture ranked lowest in our poll, it remains a key factor in retention. Candidates want to work for companies that align with their values and provide a positive, inclusive, and engaging environment.
💡 What Employers Can Do:
✔️ Foster a diverse and inclusive workplace.
✔️ Showcase company culture through employee testimonials, social media, and branding.
✔️ Organise team-building activities and employee engagement initiatives.
The Key Takeaway: A Holistic Offer Wins
While salary is the biggest driver in job decision-making, companies that only focus on pay will struggle to attract and retain top talent. The most successful employers offer a well-rounded package that includes competitive compensation, work-life balance, career growth, and a strong company culture.
What This Means for Employers
✅ Think beyond salary – While financial incentives are crucial, long-term retention requires a balance of growth opportunities, flexibility, and engagement.
✅ Communicate your full employee value proposition (EVP) – Don’t just talk about salary. Highlight the benefits, culture, and career opportunities your company offers.
✅ Strengthen your employer brand – A strong employer brand attracts talent before they even start job searching. Use social media, career pages, and content marketing to showcase what makes your company a great place to work.
Are You Effectively Positioning Your Job Offers?
At ThinkinCircles, we help businesses build powerful employer brands that attract, engage, and retain top talent. Whether it’s refining your job offers, enhancing your EVP, or developing a winning recruitment marketing strategy, we’ve got you covered.
Get in touch today to find out how we can help!
by Fiona Housiaux | Jul 3, 2024 | Insights, News
Understanding Their Needs:
- Targeted Content Marketing: Create informative blog posts, ebooks, or webinars focused on challenges recruitment agencies face (e.g., attracting top talent, improving candidate experience).
- Industry Research & Reports: Conduct research on recruitment trends and offer valuable insights to agencies (e.g., salary benchmarks, in-demand skills).
- Case Studies & Testimonials: Showcase successful partnerships with existing clients, highlighting the benefits you deliver.
- Attend Industry Events: Network with recruiters at conferences, trade shows, and workshops to understand their pain points.
- Develop Strategic Partnerships: Collaborate with complementary service providers (e.g., HR tech companies) to offer bundled solutions to agencies.
Building Brand Awareness:
- Optimise Your Website: Ensure your website clearly explains your services and their value proposition for recruitment agencies.
- Active Social Media Presence: Engage on platforms like LinkedIn and Twitter, sharing industry news and insights relevant to recruiters.
- Public Relations & Media Outreach: Secure mentions in industry publications or podcasts to build brand credibility.
- Develop a Referral Program: Incentivise existing clients to recommend your services to other recruitment agencies.
- Speaking Engagements: Present at industry events to position yourself as a thought leader and attract potential clients.
Direct Outreach & Sales:
- Targeted Lead Generation: Utilise recruitment industry databases or build targeted lists of agencies to reach ideal clients.
- Personalised Cold Emailing: Craft compelling email campaigns that address specific needs of different agency types (e.g., niche recruiters, high-volume agencies).
- Free Consultations/Demos: Offer free consultations or demos of your services to showcase their value and build trust.
- Freemium or Trial Models: Consider offering freemium or trial versions of your service to entice agencies to test the benefits beforehand.
- Develop a Strong Sales Process: Train your sales team to understand the recruitment industry and tailor their approach to specific agency needs.
Building Long-Term Relationships:
- Exceptional Customer Service: Focus on providing exceptional customer service to your existing clients, fostering loyalty and encouraging referrals.
- Regular Client Communication: Maintain regular communication with clients, sharing industry updates, new features, and success stories.
- Client Feedback & Improvement: Actively seek client feedback and use it to continually improve your services and offerings.
- Exclusive Promotions & Discounts: Offer exclusive promotions and discounts to loyal clients to strengthen your partnership.
- Host Client Events & Webinars: Organize events or webinars for clients to network, share best practices, and build stronger relationships.
By implementing these strategies, you can effectively attract new clients in the recruitment agency market and establish yourself as a valuable supplier. Remember, the key lies in understanding their needs, building brand awareness, and fostering long-term relationships.
by Fiona Housiaux | Feb 14, 2024 | Insights
For years, email inboxes have been battlegrounds against the onslaught of spam. Unsolicited offers, phishing attempts, and irrelevant promotions have clogged our digital lives, wasting time and posing security threats.But change is afoot! As of February 2024, Gmail, the world’s most popular email service, has implemented new spam rules aimed at creating a cleaner, safer inbox experience. Let’s delve into these crucial updates and explore their potential impact.
The Three Pillars of the New Rules:
- Authentication for Trustworthy Senders: Gone are the days of anonymous email blasts. Bulk senders,defined as those sending over 5,000 emails daily, must now authenticate their emails using industry-standard protocols. This ensures a legitimate source and protects users from malicious actors.
- Unsubscribe with a Click: No more hunting for unsubscribe buttons buried in tiny text! Senders are now obligated to provide a clear and easy one-click unsubscribe option within their emails. This empowers users to control their inbox content effortlessly.
- Maintaining a Clean Reputation: Spam complaints have teeth. Senders must maintain a spam complaint rate below 0.3%. Exceeding this threshold can result in restricted access to user inboxes, incentivizing responsible email practices.
The Impact: A Brighter Inbox Future
These new rules hold immense promise for a transformed email landscape.
- Reduced Spam: By requiring authentication and penalizing spammy senders, the volume of unwanted emails is expected to decrease significantly, freeing up valuable time and attention.
- Enhanced Security: Email authentication reduces the risk of phishing attacks, protecting users from falling prey to malicious scams and malware.
- Improved User Control: The one-click unsubscribe option empowers users to curate their inboxes with greater ease, ensuring they receive only the emails they truly value.
- Responsible Senders Rewarded: Legitimate senders who adhere to the rules will enjoy improved deliverability and trust from users, fostering a more positive email experience for all.
Beyond Gmail: A Ripple Effect
While currently implemented by Gmail, these changes are expected to have a ripple effect across the email industry. Other email providers are likely to follow suit, creating a more unified front against spam and fostering a healthier online ecosystem.
The Road Ahead
The new email spam rules mark a significant step towards a cleaner, safer, and more user-centric email experience. While their effectiveness will be fully realized over time, the initial outlook is promising. As users and senders adapt to these changes, we can collectively work towards a future where our inboxes are havens for important communication, free from the clutter and threats of unwanted spam.
Additional Notes:
- This article is written based on publicly available information as of February 2, 2024.
- You can find further details about the specific rules and their implementation on Google’s official blog: https://blog.google/products/gmail/gmail-security-authentication-spam-protection/
- This article can be further expanded by including perspectives from email users, security experts, and email marketing professionals.
I hope this article provides you with a comprehensive understanding of the new email spam rules and their potential impact.
At ThinkinCircles, we have over 10 years of experience in the field of recruitment marketing, and we can channel our accumulated knowledge to help your business grow. Our team can not only put together your social media strategy, but also execute and manage its every aspect. Don’t hesitate to reach out via email or book a call to get a free consultation.
Recent Comments