764% increase in organic traffic

The Anthony Gregg Partnership, known as AGP, is a recruitment business based in London. Our original case page describes it as a leading retail recruitment consultant. Its own website describes AGP as an executive search firm, with sector pages for consumer goods, retail, luxury, hospitality and leisure, and travel.

Executive search is a relationship business. Senior hires are made carefully and often discreetly, and the firms that handle them are chosen for their knowledge of a sector and the people in it. The marketing for such a firm has less to do with volume and more to do with being seen as a credible name in a particular field.

A recruitment firm wins work by being found by two audiences: the companies that need to hire, and the executives who might move. For this campaign the audience was retail executives looking for a change of career.

Senior professionals do not usually respond to a hard sell. They read, they follow industry conversations and they notice who is saying useful things about their sector. That is why a content-driven approach fits, because articles and posts that speak to the concerns of retail leaders build familiarity with the firm over time. Professional social platforms and search both matter here, since executives often check a recruiter's reputation online before they reply.

The market is crowded too, with general recruiters, specialist boutiques and large search firms all courting the same candidates and clients. A consultancy in a narrower field has the advantage of knowing its sector well, and its online presence should show it.

Our records show further work with AGP after this campaign: social media in August 2018, and a new website with social media management in January 2020.