(Editor’s note: The information from this article by Top Echelon Recruiting Software has been taken from an Expert Recruiter Coaching Series webinar by Brad Bialy of Haley Marketing titled, “Level Up: 12 Strategies to Drive Sales in a Down Economy.” Click HERE to watch the video of that training webinar for free.)
As we move through uncertain economic terrain, many recruiting and staffing professionals are finding themselves stuck. The talent is there—but the job orders aren’t. According to Brad Bialy, Director of Digital Marketing at Haley Marketing, the issue isn’t a lack of opportunity—it’s a failure to adapt.
“If you’re deploying the same tactics that you were three to six months ago,” Bialy says, “we need to shake things up if you expect similar or better results.”
Bialy’s strategies and tactics are not just a playbook for better marketing—it’s a call to arms for recruiters who want to grow in challenging times. Below, we break down his top 12 strategies to help you drive real business impact now.
1. Reevaluate and Strengthen Your Positioning
To compete effectively, you need to understand what makes your firm unique—and how that value is perceived.
“Think about it this way,” Bialy says. “If you were an Oreo in a grocery store, everyone knows where to find you. That’s brand positioning. Can people say the same about your recruiting firm?”
Your positioning is what determines whether clients know to turn to you when they have a need. It’s the combination of your niche, your authority, and your consistency across all messaging. Avoid diluting it by branching into industries you aren’t truly equipped to serve.
“Stick to what you’re great at. You don’t see Oreo suddenly start selling lawn chairs.”
2. Level Up Your Messaging
Clients don’t buy what you do—they buy why you do it. That idea, made famous by Simon Sinek, forms the backbone of your messaging strategy.
“No one wakes up thinking, ‘I need a recruiter,’” Bialy says. “They need projects completed, they need to staff up for summer, or they’re worried about business continuity. Your messaging has to speak to that pain.”
Bialy urges firms to audit their websites and marketing materials: count how many times you use “we” or “us” versus how often you speak directly to the client’s challenges. Effective messaging should be a mirror—not a megaphone.
3. Create a Website That Works Like a Salesperson
Most recruiter websites are just digital brochures. According to Bialy, that’s a missed opportunity.
“Your website should function as your 24/7 sales rep,” he says. “It should guide prospects down a path that answers their questions, builds trust, and gets them to take action.”
He advises doing a quick audit: are there outdated staff profiles? Does your contact form route to someone who no longer works for you? Are there clear calls to action (CTAs) on every page?
“You’d be shocked how many firms are still routing website leads to a dead inbox.”
4. Align with the AIDA Model
Bialy’s next strategy is built on the AIDA sales model: Attention, Interest, Desire, and Action. Many recruiters are trying to close deals before earning even a prospect’s attention.
“You’re jumping straight to action—asking for the meeting, asking for the order—before the client even knows why they should care.”
The better way? Start by creating content or outreach that grabs attention (like a compelling subject line or bold social post). Then spark interest with valuable insight. Build desire with proof, testimonials, and results. Only then ask for action.
5. Embrace Asynchronous Selling
In a world where clients may not answer their phones—or check emails regularly—your content needs to do the heavy lifting. Asynchronous selling is about building digital tools that sell while you sleep.
“Landing pages, video sales letters, on-demand webinars, drip campaigns—these are all ways to sell without being present,” Bialy says. “It’s not just smart. It’s scalable.”
By removing the need for 1:1 outreach in every case, asynchronous tools allow you to expand your reach—and multiply your impact—without adding more hours to your day.
6. Automate Your Marketing
Marketing automation isn’t just about sending birthday emails or “Happy Holidays” cards. It’s about sending the right message to the right lead at the right time.
“A new prospect shouldn’t get the same message as a long-time client,” Bialy says. “And someone who downloaded a whitepaper shouldn’t get the same message as someone who hasn’t visited your site in a year.”
With tools like HubSpot, Mailchimp, and ActiveCampaign, you can create smart segmentation that adapts messaging to where someone is in the buying journey. That’s what drives conversions.
7. Supercharge Your SEO Strategy
SEO isn’t a “set it and forget it” task. According to Bialy, it’s an ongoing process of building out your website with helpful, keyword-rich content that aligns with what prospects are searching for.
“Every new page is like a card in a deck. The more relevant cards you have, the more chances you have to win.”
Focus on creating long-form content that answers key questions, adding dedicated service pages, and optimizing your site structure. Over time, it turns your website into a magnet for inbound leads.
8. Use PPC to Stay Top of Mind
Pay-per-click advertising—especially retargeting—is a powerful way to re-engage visitors who have already shown interest.
“Someone visits your site but doesn’t take action? Use PPC to remind them what they saw. Bring them back. We call that the Amazon effect.”
Bialy notes that repeat visitors are twice as likely to convert as first-time visitors. Platforms like Google Ads and Facebook make it easy to create ads targeted at previous site visitors, helping you turn curiosity into commitment.
9. Become a Thought Leader with Content Marketing
If clients see you as just another recruiter, you’ll always be competing on price. But if they see you as a strategic advisor, you become invaluable.
“Your content should educate and inspire,” Bialy explains. “Blogs, videos, podcasts, newsletters—these are all ways to stay top of mind.”
Haley Marketing itself uses this playbook: podcasts, webinars, and frequent blog posts keep their brand visible and authoritative. The goal isn’t to close today—it’s to be the first name they think of when the need arises.
10. Get on Other People’s Stages
One of the fastest ways to reach new prospects? Leverage someone else’s audience.
“Webinars, podcasts, industry associations, trade shows—these are all stages you can stand on,” Bialy says. “The more you speak, the more you’re seen as the expert.”
And you don’t have to be on a literal stage. Writing a guest blog, contributing to a LinkedIn newsletter, or being a guest on a podcast all count. The goal is exposure in front of a new but relevant audience.
11. Build Strategic Referral and Influencer Networks
In a tight market, referrals can be your biggest untapped resource. But they don’t just happen—you have to build them.
“Who influences your buyers?” Bialy asks. “Find them. Partner with them. Get them to trust you enough to refer you.”
This can include colleagues in complementary industries, former clients, or even niche influencers who have their own following. The key is to build genuine relationships, not transactional ones.
12. Manage Your Online Reputation Relentlessly
You may be the best recruiter in your market, but if your Google reviews say otherwise, it won’t matter.
“Perception is reality,” Bialy says. “And people are making decisions before they even talk to you.”
That means you need to be proactive. Ask happy clients for reviews. Curate and display testimonials. Monitor your ratings on Google, Facebook, and Glassdoor. And most importantly, make sure the story people see online matches who you really are.
Final Thoughts: Choose Not to Participate in the Recession
All of these strategies feed into a broader theme: you can’t sit back and hope things improve. You have to take action—before it’s too late.
“In the Great Recession, companies that continued marketing gained 5.5% more market share than those who didn’t,” Bialy notes. “Now is the time to go on offense.”
Whether it’s improving your website, strengthening your messaging, or experimenting with automation, Bialy encourages recruiters to choose action.
“The best time to take action is before you actually need to take action. Choose not to participate in the recession.”
Your Next Step: Pick One Strategy and Run
Bialy closed his session with a simple challenge: just start.
“My goal isn’t for you to do all 12 of these this afternoon,” he said. “But if you can leave here with one thing that you’ll take action on tomorrow—that’s a win.”
So ask yourself: what’s your one thing? Website updates? Brand positioning? Better automation?
Whatever it is, take the first step. That’s how you level up.
