Marketing in recruitment isn’t just about brand awareness. It’s about driving results. In the latest episode of Talent Matters, we sat down with Gemma Garcia Gamble, Marketing Manager at Murray McIntosh, to discuss what it takes to run recruitment marketing solo. As a full-stack marketer, Gemma manages everything from strategy to execution, balancing content, data, tech, and consultant engagement to ensure marketing delivers real business value.
Here are the key takeaways from the episode:
Being a Full-Stack Marketer Means Wearing Every Hat
In many recruitment agencies, marketing is a one-person function. That means juggling content creation, analytics, SEO, branding, automation, and sales support all at once. The key to making it work? Simplifying processes, prioritising ruthlessly, and always asking “why?” to stay focused on what truly drives results.
Recruitment Agencies Often Undervalue Marketing
Historically, recruitment firms have been sales-driven, with marketing seen as a support function rather than a revenue driver. Many agencies still lack structured marketing plans, often relying on last-minute or reactive campaigns. To prove marketing’s impact, aligning with business goals and showing how marketing efforts contribute to revenue is essential.
One-off marketing Efforts Don’t Work
Recruitment marketing isn’t about quick wins or viral content. It’s about consistent, long-term engagement. One-off emails, social posts, or blog articles won’t move the needle. Instead, recruitment marketers need to build sustained campaigns that nurture candidates and clients over time.
Data Matters, But Don’t Get Lost in Vanity Metrics
It’s easy to fixate on numbers like LinkedIn followers or website visits, but these don’t always translate to business value. Instead, marketers should focus on metrics that indicate real engagement, such as content downloads, consultant-led social engagement, and client interactions. Always ask: How does this data help us achieve our goals?
Content and Partnerships Are Key to Success
Content plays a huge role in educating and engaging the right audiences, especially in technical industries like policy, engineering, and water recruitment. Beyond content, strategic partnerships with industry organisations, trade bodies, and professional networks can help extend reach and build credibility.
Tech and AI Help, But Strategy Comes First
With limited resources, the right marketing tech stack is essential for efficiency. Project management tools, automation platforms, and analytics software can help streamline tasks. AI is also helpful but should be used carefully. Relying on AI-generated content won’t deliver authentic engagement.
Marketing and Sales Need to Work Together
Recruitment consultants are often sceptical about marketing, seeing it as a “nice-to-have” rather than a necessity. What is the best way to change this mindset? Show how marketing supports revenue growth. Helping consultants build their personal brands, providing valuable content for outreach, and aligning messaging across teams all contribute to stronger business outcomes.
Gemma García Gamble – Marketing Manager, Murray McIntosh
Gemma Garcia Gamble is the Marketing Manager at Murray McIntosh, leading marketing strategy across four specialist brands. A full-stack marketer with experience in SaaS, recruitment, and manufacturing, she specialises in data-driven, tech-focused marketing that aligns with business goals and drives results.
