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Recruitment Marketing Trends for 2022

As we finish up for the first full year of Search Stack I thought it would be fun and interesting to share some of our predictions on what could really work in the Recruitment/B2B marketing landscape in 2022.

I’ve made these predictions purely through assumptions and observations on what looks like is working from individuals and companies already implementing and succeeding with them now.

So there’s no big market survey, no data, it’s all speculative so take it all with a pinch of salt!

Authenticity is the new buzzword.

And rightly so, with an increasingly diverse, complex, and switched-on audience, the old ways of one message for everyone just won’t work.

Smart companies are investing time into researching and understanding their target market and creating specific campaigns that speak directly to them. We need to get personal to break through the noise.

Try doing a bit of in-depth client research at the beginning of the year.

TikTok is becoming more appreciative of informative content.

The video-based social platform is stepping out of its Wild West days, and creators are finding a lot of success creating informative, fun, and value-adding content. With user adoption growing every week, it may be the right time to experiment.

There’s a growing trend of creators giving advice, tips, and guidance; rather than the usual dancing and meme content. If you can piggyback on the fun, trends but also good solid advice on the platform then you may be onto a winner.

Email is big – but not how you remember.

Newsletters are seeing an increase, they’re becoming niche and seriously value-driven. The companies that put a face to their newsletter and consistently turn up with an email packed with great content are catching attention.

Scrap the cold automation and lifeless company updates. It’s 2022 no one cares.

You need to use your platform to aggregate great content from your industry niche, or share value-adding content (not links to your blogs) pack it with easily digestible value-adding content.

Modern marketers need to put trust into creating relationships with their audience. Rather than forcing the action with a CTA. Which leads to my next point…

Stop gating content, trust in dark social brand advocacy.

With privacy being the next big topic of discussion and big tech ruining the trust of their users, what hope do you stand? Emails and contact details are becoming more precious. And, content in exchange for personal information is not a fair trade anymore.

Marketers need to phase out that distrust and step away from those email-driven KPMs, because much of your success will now be down to the intangible dark social.

Companies that back their content so much that they’re confident giving it away without the need for email addresses are going to bank favor, trust and advocacy with their audience. We just need to be smarter about how we earn their time.

Branding is more important than ever.

The noise out there is crazy. You’re competing with millions of companies and individuals for a small slice of attention. And one of the best ways to stand out is to have a strong, solid brand.

Spending time with a branding consultant will help you unlock messaging and visual identity which talks directly to your audience, rather than bore them by saying why you’re so great.

If you need more convincing begin by reading the starting a story brand book in the new year.

NFTS are going to be huge in communities.

Wow what can I say about NFTs, flash in the pan, genius, stupid, overpriced, fad, future of everything; many opinions for the non-fungible-token. But you cannot argue their stratospheric rise in 2021.

What really is interesting though is their ‘token’ aspect, many people don’t realise that these NFTs can have real-world benefits attracted to owning one; like the bored ape yacht club VIP parties, or Gary Vee NFT Vee Con tokens.

And what really excites us about this is DAO (Decentralised Autonomous Organisations) the blockchain and these tokens now allow us to create exclusive communities with perks, value, and most excitingly a democratic say to the future and development of that community.

I think recruiters are in a super interesting position with this and if they can build a DAO community for their niche then they could be trailblazing the future.

Personal brands are the #1 channel for businesses.

The reach personal brands are getting across all social platforms is unbelievable, views, engagements & leads you’d hope to dream of from other sources.

People really do buy from people. And, when you consistently show up day after day to provide value, engage with your target audience, and build a personal brand you will stand head and shoulders above any competitor that is relying on regular social.

If you’ve not taken the time to grow your personal brand then 2022 needs to be the time to do it.

Niche podcasts are killing it.

We’ve been helping multiple recruitment clients build and grow their podcasts in 2021, it’s been super interesting watching them grow and flourish and the niche audience they develop over time.

We always advocate for the power of podcasts, for the business development aspect, the stretching of content, the personal brand benefits. But one of the most powerful things coming out of these niche podcasts is communities that are growing around them.

Stretching content is more relevant than ever.

It’s obvious that time constraints are one of the biggest barriers to creating content and marketing. So it really defies sense when we see so many companies just not stretching their content.

We have so many different mediums and platforms that people engage with, but we pigeonhole that one great idea into something like a blog, post it, then abandon it.

If you’re not already utilising content stretching to share your content across various platforms then you’re wasting your time and not getting the most out of your content.

Marketing success through clarity. Knowing your clients.

How well do you know your clients? I’m not talking about interests in golf or karaoke. I’m talking about really knowing your ideal client.

This isn’t just a customer persona you put together with assumptions and a bit of data, this comes from a dedicated research campaign where you spend time on the phone with existing and potential clients and dig deep into some more meaningful questions.

Questions like:

  • What part of your business keeps you up at night?
  • What do you want to be famous for?
  • What are some of your biggest barriers?
  • What part of our service do you appreciate the most?
  • What would a competitor have to do to realistically poach you as a client?

and try & finish each question with ‘why is that important

Because this is the whole objective of this exercise. Find out what’s important to them.

Because once you’ve got that knowledge, well it all just becomes a lot easier, you are going to be able to lean on these findings to make critical decisions about a whole lot of things in your business.

Considerations such as:

  • Does your messaging really speak to your audience?
  • How should I adjust my pricing and service offering?
  • Is too much effort going into a redundant service?
  • Does your branding effectively match your target clients?
  • What content are you creating? Should you change direction and format?
  • Should you be charging more or less?

Just taking the time to have a frank and honest conversations with real people down the phone helps you take off the blinders and face some harsh realities or learn new things about what the client really wants.

This is something we’ve been recently trialing with a new service offering we want to offer, a marketing package for smaller agencies.

The challenge we faced was there’s a ton of avenues to take in marketing for a business, from email to personal branding. But it was Important to us to discuss with those owners and ideal customers to find out what the perfect solution would look for them.

This helped us figure out where to trim the fat on the service and understand what they feel they would reasonably pay for the service (more than we though, go figure).

And, as a by-product it’s been a fantastic solutions for some good business development, we’ve started conversations that I know we would have not had with a hard sell.

Listen at the end of the day this stuff isn’t rocket science, I’m sure it all makes perfect sense. But it’s more about carving a little bit of time out in your diary to book in some calls and conduct some research, something I know we don’t do enough of.

The 6 step process when starting a web project with us

A question we get asked a lot when beginning a new project with a client is ‘What’s your process?’ We get it, it’s important to know what going to happen when you trust us to help with one of your most important assets, the website.

So we’ve detailed what a typical process is going to look like when partnering with Search Stack to either redesign or build a new website.

1. Discovery call

Every website project begins with the discovery call. You the client will come to us with the brief, whether they need a completely new site and brand, or just a simple refresh. We book a 30minute call online to discuss your project. We’ll talk about how we work, the process, costings, and rough time frames. We’ll aim to get a proposal over to you within a few days.

2. Branding questionnaire

No matter the project it is vital for us to get a crash course in your business. We need to know what you stand for, what you want to be famous for, your why, services, ideal clients, and most importantly what success looks like to you.

It’s a bit of homework and it may require a bit of critical thinking, you may be tackling some of these questions for the first time, but it’s important for us to get a deeper understanding so we can challenge and create something that goes above and beyond.

We’ll also send our initial invoice to get the project underway at this point.

3. Branding workshop and next steps

We’ll take a couple of days to go through your answers from the questionnaire and book in an online workshop. This will allow us to report back our findings and pitch what we feel the site could look and feel like from our research and interpretations of your business.

We don’t want to just create something that just looks great (although we definitely do this) but has substance, thought, brand strategy, and meaning behind it. Because this is what will help you stand out and inspire action from your visitors.

4. Wireframes and mock-up design

Once we know our direction and strategy we’ll get started on wireframes and mockups. We’ll usually present to you basic wireframes to show the user experience (UX) and flow of the customer journey on your site.

Once we’ve done the wireframes we’ll create and pitch a mock-up design, we like to make sure we really nail and the look and feel before we start the build as it’ll make the build process quicker.

Our Mockups are done on AdobeXD and we send through a full .pdf as well as an interactive link that will allow you to make notes on the design.

We’ll usually wrap this all up with a final call to discuss any thoughts on the design, tweaks, and changes.

5. Website build and catch-ups

This is where the fun happens. We’ll crack on with the build of your site, coding away on a development domain on our server; this means your current site will stay live while we build your new site. And when we’re ready to finally go live it makes the swap super simple. We’ll catch up with you weekly to show our progress and get your ongoing feedback as we build the site.

6. Final run through and go live

We always have a final run-through of the site where we’ll jump on a share screen call to talk through anything.

As standard, we offer 2 free weeks post-launch to make any changes to the site to get it absolutely perfect, anything after the two weeks that may be extra additions to the site will be charged at an hourly rate.

We will also send you through your site logins and record a loom video going through the backend, that’ll be a tutorial on how to make the necessary changes to your website.

5 Reasons your recruitment agency needs a podcast in 2022

Did you know there are currently over 2 million podcasts andover 48 million episodes?

With nearly 6 in 10 people consuming podcasts, the demand for this form of content is likely to continue to grow through 2022 and beyond.

So why does your recruitment business need a podcast in 2022?

1. Constant Content

You’re busy, we’re all busy. But we all know that content marketing is vitally important for brand awareness and getting eyes on your business.

Podcasts can help you create consistent content, from one podcast you can easily create 3 videos, 2 sliders and 1 blog! That’s 7 pieces of high value content, created from 1 or 2 hours of your time.

Now if you do this weekly then suddenly your LinkedIn feed goes from a job post every now and then, to a constant feed of digestible engaging content for your audience to consume. Helping you stand out from your competitors.

2. Business Development

Get rid of those cold opens for clients you’d love to land. Approaching someone to join you on your podcast and leaning on their expert knowledge is going to get you on the right foot and open the door to building rapport. 

This may be the first time for many to even do something like this. Why not invite them onto your podcast to find out more about their story?

How did they get to where they are today?

What they see as the future for your niche?

The perfect ice breaker, this not only helps you stand out on your approach but will help build rapport with your potential client.

3. Be seen as experts

Imagine 6 months down the line your website’s podcast page is packed full of interviews with some of the biggest names in your industry, discussing the hottest topics in your market.

You’ve built a web of content that puts your company deep into the industries that you recruit in giving your business the unique position of standing out as a thought leader and go-to resource for the latest news.

With this kind of consistent effort coupled with market-leading guests you will have on your podcast, you set your business up to be on the minds of your ideal clients and candidates as they seek to keep their market knowledge relevant.

I think recruitment agencies are in a unique position as they sit in the middle of their industry, are able to talk to whomever they wish and get a diverse range of guests, and cover a wide range of topics.

4. Build an engaged audience

This point goes back to creating constant content.

Being consistent with your content creation is so important to continue to grow your personal and company brand.

BUT you also have the ability to utilise your guest’s networks, sharing clips, sliders and blogs with your guests is the perfect way to utilise their networks and get them tuning into your podcast.

New eyes, mean new clients or candidates, which can only be good for business!

5. Stay at the forefront of your industry

It’s far too easy to feel like you’re always one step behind, but a the recruiter’s it’s important you stay on the bleeding edge of the market. That’s where Podcast guests can help…

When you’re consistently being challenged by a new guest, learning firsthand the latest market shifts from the very people pushing those boundaries it allows to be part of that growth.

You’ll test and stretch your preconceived notions every week by talking to a diverse range of guests with stimulating topics about your industry, which will help grow you as a leader and continue to improve your business intelligence.

If you’re thinking about starting a project in 2022 then get in touch. We help businesses hit the ground running by advising and supporting their Podcast efforts.

3 Social Posts to take your Podcast to the next level

Are you stretching your #Podcast episodes?

You’ve got a podcast OR you’re thinking about doing one? Great!! 🙌

Podcasts are amazing and we’ve seen them transform clients’ marketing strategies and blast their reach into orbit. 🚀


They stretch that content like a goddam Stretch Armstrong… 💪

And one of the best ways to get more out of each and every episode is by creating social media content.

Podcasts can be an unbelievable marketing tool for your business. But if you’re only putting out episodes then you’re losing out on the additional benefits that come from stretching that content.

Here are 3 pieces of social content you can create with each podcast episode.


1-2 minute subtitled clips from your podcast episode. Share some of the biggest soundbites from your episode and drum up interest in the podcast.


Share tips, actionable insights and more with our swipeable graphic template. This gives our client a great mix of media to promote each episode.

Guest Graphics

Build anticipation for your podcast by sharing a guest graphic the day of, or before the podcast is released.

Spend your time talking to great guests, not editing. Get in touch with our team to discuss how we can help support you with your podcast venture.