When I started out in the staffing business 20+ years ago, every Monday morning we would get out the classified ads from the newspaper and start calling all of the companies that posted jobs to see if we could help them fill their position. In some cases, we had a specific candidate that we were presenting to them, which of course was the early iteration of what we call skill marketing. Of course, every other staffing company did the same thing, so I can imagine Mondays weren’t much fun for the people posting these jobs.
Twenty years later, skill marketing is still an important sales tactic for many staffing and recruiting companies. It is particularly popular and effective in perm recruiting. But, as with any other sales approach, skill marketing is only effective if you approach it the right way.