Recruitment Agency Marketing Budget as a Percentage of Gross Profit – Are Times Changing Again?

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Over the last three months we’ve been touring Australia and New Zealand with Recruitment Yarns – it was great to see the number of senior recruitment leaders who are very passionate about their recruitment agency’s brand. One of the most frequent questions we were asked during the tour was around recruitment marketing budgets, specifically ‘what should be spent on marketing delivery and paid advertising?’

For most recruitment agencies, the largest marketing expenditure is dedicated to candidate attraction, historically this was focused on newspaper adverts but today is almost exclusively online job boards. Other significant marketing expenses can include the marketing delivery (either

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