How do I market a specialist niche so we aren't seen as a generalist agency?
Generalist agencies compete on price. Specialists compete on knowledge and candidates nobody else has.
- We recruit across many sectors.
- Will a niche limit us?
- How do we prove we're specialists?
Name the roles, seniority and industries you place, on your website and LinkedIn. Publish what only a specialist knows: salary data, candidate availability, interview questions that work. Build a candidate community through newsletters and events, and show placement proof. You can still take other roles; marketing focuses on the niche.
Specialist content
- Salary guide for your roles.
- Candidate market reports by quarter.
- Interview and assessment guides for hiring managers.
- Career content for candidates in the niche.
How we look at it at ShoutEx
We build niche pages, salary guides, newsletters and tracking. Persona content paths covers writing for clients and candidates separately.
- Listing every industry.
- Generic content.
- No candidate community.
- No proof.
- Named roles.
- Market data.
- Newsletter or events.
- Placement examples.
What recruiters and regulators say
Here is what recruiters say.
Pay ranges now appear in many Ontario postings, which changes salary content.
Read the summary →Community summaries describe recurring themes in public threads, not individual posts. Vendor pages describe vendor claims, so test them on your own calls.
Read next
Go deeper in the ShoutEx guides, or check the sources behind this answer.
We'll build niche pages and content.
Book a call →Follow-up questions
How narrow should a niche be?
Narrow enough to be known for it.
Can we have several niches?
Yes, with separate pages and content.
Does a niche raise fees?
Specialists often hold fees better.