How recruitment firms can secure media coverage without a big budget

The recruitment and employment market has become incredibly competitive. At last count, around 40,000 businesses operate in the UK alone.

The last 12 months have been challenging, to say the least. Candidate supply has risen whilst employer demand has fallen. This has been driven by economic pressures, tax changes and more. It means agencies and all staffing firms are competing harder for clients.

Traditional advertising isn't working anymore.
Buyers are more cynical and intuitive than before. They can easily spot when they're being sold to. And who really consumes adverts these days? On TV, everyone fast forwards whenever possible. Online, fingers hover ready for the 'skip ad' button to appear.

A far more strategic approach is required in 2025. Clients and candidates alike are drawn to firms that show authenticity, purpose, and consistency in their external activity. That's where PR enters the frame.

PR for recruitment

Many people unfamiliar with the profession often associate PR with crisis management or control. But there is so much more to public relations than that.

Today, the best agencies lead proactive and reactive strategies that build brands and position firms as the go-to partner. They leverage earned, owned and shared channels, plus their relationships with target media outlets.

Within our worlds of recruitment PR and marketing, this is why we become the first point of call for journalists seeking insights on the talent market, hiring trends and more. All of which can feed into media stories, thought leadership content, reports and more.

Strategic PR can help in two key ways:

Boost visibility through earned coverage in trade press and media outlets that are consumed by target audiences.

Build credibility by promoting the spokesperson and organisation's expertise in their field using themes and messaging that resonate with these buyers and their pain points.

However, the approach has to be sustained in the long term. Short-term 'one and done' PR will not deliver the required results. In fact, research shows that a consumer must encounter a brand at least seven times before considering it within their buying decisions.

What tactics can recruitment firms use to secure media coverage without a big budget?

The specific approach adopted will depend heavily on the aims and goals of the organisation in question. Whether they want to raise their profile with clients, candidates, trade bodies, potential employees, or all of the above, tactics, messaging, and target media will all dictate the specific tactics that will be employed.

Choose your media targets wisely

When it comes to media targets, many organisations would consider national newspapers to be the holy grail. But in reality, they're not always the best platform. This is particularly true for companies operating in more niche or specialist markets and those seeking cost-effective media relations.

Securing a piece of coverage in the Guardian, for example, might be great for vanity purposes. But many firms will find greater value and better return on investment from focusing on reputable trade or industry publications. These are more likely to be consumed by true decision-makers with a keen eye on their market.

Find your story angle

Naturally, any staffing firm considering adopting a strategic PR campaign will need something to say that's of interest to their audiences. Many agencies will stop here and think that public relations is not for them. But they will often, in fact, be unknowingly sitting on a veritable goldmine of data, insights and knowledge.

This can all form the core of external activity and feed into reports, press releases, thought leadership and data-backed studies. All of which can be leveraged and deliver exceptional return on investment. The best and most creative PR firms will be able to convert complex, technical information into more consumable themes with messaging tailored for different audiences. Then they secure media opportunities or coverage in leading publications to promote it more widely.

Proven tactics for media coverage without a big budget

Free and low-cost strategies that deliver results:

Leverage existing data and insights: Transform your internal recruitment data into newsworthy stories. Employment trends, salary surveys, and hiring challenges all make compelling content that journalists value.

Build relationships with trade journalists: Focus on affordable PR strategies by developing genuine relationships with reporters covering your sector. A single well-placed contact can be worth more than expensive advertising campaigns.

Create shareable content: Develop reports, infographics, and thought leadership pieces that naturally attract earned media coverage. These assets work continuously to generate coverage over time.

Utilise social media amplification: Share your media appearances across LinkedIn, and industry forums to extend reach without additional cost.

Offer expert commentary: Position spokespeople as go-to experts for industry trends. This makes your firm the first port of call for journalists seeking quotes and insights.

Measuring return on investment

Measuring return on investment has historically been challenging in public relations. But the growth of analytics platforms and other monitoring tools has made it far easier to gauge the impact of a campaign, even for those with limited budgets.

The effectiveness of a strategy depends on initial goals. But data, including the volume of earned coverage and audience reach, brand sentiment, and message alignment, will all provide valuable insights.

What to measure depends on your objectives:

If the goal was to source new employees, for example, the impact on applications and candidate quality should be measured. Similarly, if the aim of the campaign was to gain new client leads, these can be measured and quantified in partnership with internal marketing and sales teams.

The bottom line

Any firm operating in the recruitment and employment markets cannot afford to stand still in the current economic climate. The market is becoming increasingly competitive. That's without even mentioning the impact of artificial intelligence (AI) looming on the horizon.

With buyers becoming increasingly aware of direct sales efforts and advertising, a more nuanced, subtle and influence-based approach is required. This helps cut through the noise and position a recruitment agency as the go-to firm for both clients and candidates, or as an attractive employer.

The good news is that securing media coverage without a big budget is entirely achievable. Rather than big budgets, what's needed is a partner with quality copywriting abilities, broad relationships and the right technology. With consistent effort, even modest organisations can build meaningful brand presence and influence their candidates, clients and other stakeholders.

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Author: Bruce Callander

With over a decade’s experience in PR, marketing and communications, Bruce develops and executes media relations, content and social media strategies for firms in the recruitment and hiring industries, as well as suppliers to those sectors and other organisations both in the UK and internationally.