120-Day Case Study: How Expert-Led Content Raised a Recruiter’s Profile & Opened New Sectors
The Client
Sydney-based boutique recruitment firm and its founder specialising in B2B sales roles across secondary industries. Well respected in the industry and by clients for its people-led recruitment approach.
However, with the founder’s limited online presence and a lack of consistent company marketing, new-business growth had slowed. Referrals were the main channel, but had begun to plateau.
The Challenge
Competitor businesses and founders with larger online presences were dominating the conversation and winning new clients.
As referrals slowed, marketing output was needed to boost awareness of the brand and provide a voice to its founder, aiding its new business drive.
The Goals
Define the businesses and founder’s niches, and understand the competitor landscape.
Further raise the founder’s profile as a credible specialist & expert in sales recruitment.
Drive awareness about the firm’s brand and raise its owner’s profile across channels (LinkedIn, email newsletters, web).
Once established, leverage channels to actively drive new business in different sectors through targeted outreach campaigns.
The Strategy
Niche first. We clarified positioning around core B2B sales recruitment industries. Following in-depth industry & competitor research, we built a marketing strategy tailored to the needs & wants of potential new clients.
The Channels
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Company Presence
Consistent firm-level posts to validate the brand and complement profile posts.
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Expert-Led Content
A fortnightly LinkedIn newsletter and a monthly email newsletter captured an engaged audience.
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Targeted New Business Outreach
A blend of value-led marketing output and tailored LinkedIn & email outreach to decision-makers in target sectors.
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Personal Brand Development
Founder posted on LinkedIn for 90 consecutive business days. Posts mixed expert-led, educational, opinion-led and inspirational content with social proof & polls.
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Email Marketing Launch
Monthly newsletters featuring expert-led content issued to remain front-of-mind as a trusted advisor with existing clients and candidates.
Weekly interviews and discussions informed an 18-week marketing plan for company and personal profiles, which encompassed:
Thought-leadership & expert-led articles published fortnightly.
Regular LinkedIn posts included articles, visuals & carousels.
Monthly email newsletters & fortnightly LinkedIn newsletters.
Analytics tracked follower growth, engagement and subscribers across channels.
Daily new business marketing outreach via LinkedIn.
Targeted multi-channel campaigns into new sectors.
Activity Highlights
18-Week Results
“I met Andrew at a networking event earlier this year, and we soon began working together on a campaign to elevate both my personal and business brand presence in the market.
From the beginning, Andrew has been an absolute pleasure to work with, friendly, polite, and genuinely engaged. He listens deeply and takes the time to truly understand my business, my goals, and the tone and ethos behind my brand. He’s also been incredibly intuitive in helping me express my voice authentically to the marketplace.
Andrew is highly collaborative, brings thoughtful ideas to the table, and always delivers on time. His professionalism, creativity, and reliability make him a standout partner.”
Indira Cole, Founder, Indigo People
Why It Worked 🔍
Clear Message, Defined Area of Expertise: A defined niche backed up by strong expert-led content made the message impactful and established expertise.
Founder-led Content: Open communication helped create marketing content that was unique and reflective of the founder’s personality, knowledge and experience. This built familiarity and trust with our audiences quickly.
Complementary Channels: Content from Personal Profile + Company Profile + Newsletters + Outreach campaigns reinforced each other.
Awareness First, Outreach Second: A considered four-month marketing campaign built momentum, trust and credibility, laying the groundwork for an effective new business drive.
Marketing Services Provided
Competitor & Industry Research | Brand Positioning & Messaging | Article Writing |
Thought-Leadership | Expert-Led Content | LinkedIn Content Planning | Email Marketing Planning, Setup & Production |
Company Page Management | Design Work | Targeted New Business Outreach |
How Can This Help Your Professional Services Firm?
If your pipeline over-relies on referrals, a focused 120-day marketing program can raise your personal and company profiles, highlighting your expertise in your sector. This momentum can be used to drive targeted new business outreach, growing your client base.
Define your niche, commit to consistent, relevant content, engage your audience, and then capitalise on your enhanced profile with credible, effective outreach.
Ready to Raise Your Profile?
This strategy works across legal, accounting, insurance, property and other professional services. It’s time-efficient and it can help drive your pipeline while delivering the longer-term benefits of elevated personal and company profiles.
If you want to discuss how this model can work for your business, schedule a no-obligation 30-minute strategy call with me today!
