Hays Bundle
How is Hays winning clients and candidates faster?
Hays shifted to a 'Tech-enabled, Services-led' model in 2023–2025, using Skills & Employability and the 'Find the right fit, faster' refresh to protect share and lift fee margins in higher-value segments.
Marketing tied directly to fee growth via enterprise RPO/MSP renewals and digital candidate acquisition in FY24, while a global website, programmatic sourcing and self-serve portals replaced much branch-led activity. See Hays Porter's Five Forces Analysis for competitive context.
How Does Hays Reach Its Customers?
Sales Channels at Hays balance enterprise contracts, contracting desks, permanent placement and digital self-serve to stabilise revenues and capture higher‑value mandates across key sectors.
Direct enterprise solutions
Regional enterprise sales teams sell RPO, MSP and SOW; these channels have contributed about 35–40% of group net fees in recent years, with double‑digit rebid win rates and mid‑teens client retention in large accounts.
Contracting and temp desks
Country specialist contracting teams historically generated over 50% of net fees, maintaining resilient gross margins; post‑2023 mix shifted towards Technology and Engineering to capture compliance premium in IR35‑style regimes.
Permanent recruitment
High‑margin but cyclical permanent placements are weighted to Technology, Life Sciences and Finance; after a 2023–2024 soft patch the focus moved to shortage roles, lifting average fee per placement.
Digital and self‑serve
Hays.com and local sites in 30+ markets, job board syndication, talent pools and chat‑led onboarding drive candidate flows; SEO and paid search deliver traffic while SME self‑serve postings launched in 2024 reduce cost‑to‑acquire.
Channel evolution and ecosystem positioning support cross‑sell and resilience while lowering acquisition cost through digital sourcing and integrated workflows.
Channel priorities 2022–2025
Strategic priorities emphasise multi‑year enterprise contracts, VMS/ATS integrations and omnichannel sourcing to stabilise revenues and expand recurring volumes.
- Prioritise multi‑year MSP/RPO deals and SOW to smooth cyclicality and enable cross‑sell into perm/contracting
- Embed with VMS/ATS partners (Beeline, SAP SuccessFactors, Workday) to drive recurring volume and workflow integration
- Expand Tech/Engineering contracting mix to capture compliance value post‑IR35 and similar EU/APAC frameworks
- Increase digital self‑serve and inside sales, reduce physical shopfronts, deploy video screening and profile‑completion nudges to lift conversion
Preferred supplier and exclusive project arrangements anchor volume and upsell paths into MSP/RPO while the channel mix shifts toward enterprise and contracting for earnings resilience; see Mission, Vision & Core Values of Hays for context on corporate priorities.
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What Marketing Tactics Does Hays Use?
Hays marketing tactics combine always-on digital demand generation, content-led thought leadership, targeted events, and data-driven personalization to acquire candidates and enterprise clients across markets.
Always-on Digital Demand
SEO authority from thousands of insights pages plus paid search for high-intent role keywords and programmatic display/retargeting maintain continuous candidate flow.
Social Acquisition
LinkedIn is primary for mid-senior roles; Meta and TikTok pilots target early-career funnels and employer branding for younger talent pools.
Email Nurture & ABM
Segmented email journeys by skill, seniority and location for candidates; client ABM targets HR and procurement with tailored use-cases and case studies.
Content & Salary Guides
Quarterly Salary & Recruiting Trends guides across 20+ markets, Skills in Demand indexes and webinars serve as gated MQL drivers and rank for salary/skills queries.
Events & Partnerships
University partnerships, professional bodies, niche meetups and targeted sponsorships focus where skill shortages cluster; executive breakfasts accelerate enterprise sales cycles.
Data-driven Personalization
CRM scoring, dynamic on-site job recommendations, lookalike audiences from successful placements and sales enablement linking content engagement to SDR outreach.
Marketing Technology & Performance
Integrated ATS/CRM with marketing automation, web analytics and conversational AI screening reduces time-to-shortlist; A/B tests on landing pages and job ads drove mid-single-digit apply-rate lifts in 2024–2025.
- SEO content network contributes to domain authority and consistent organic leads for 'Hays recruitment marketing' queries
- Paid search and programmatic buys target 'Hays sales strategy' high-intent keywords for permanent and temporary roles
- ABM campaigns to HR/procurement improve enterprise conversion; executive breakfasts shorten deal cycles
- Skills-based matching ads and video job descriptions increased engagement among digital-native candidates in recent pilots
- Budget mix: shifted from brand to performance in 2023, then rebalanced in 2024–2025 to protect share of voice in tech and life sciences
- Performance metrics tracked: apply rate uplifts, time-to-shortlist reductions, MQL-to-placement ratios and CPM/CPL by channel
For further context on target segments and market positioning see Target Market of Hays.
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How Is Hays Positioned in the Market?
Hays positions itself as a specialist, consultative partner that connects organisations with in‑demand professional skills, emphasising speed, compliance and global reach; the brand message stresses expertise‑led matching of skills to outcomes rather than CVs to roles.
Specialist positioning
Hays organises around specialist desks in shortage markets (IT, healthcare, engineering), highlighting sector depth and consultant expertise to win complex mandates.
Enterprise solutions
RPO and MSP offerings provide consistent delivery and cost control for large clients; these contract channels account for a growing share of corporate revenue in 2024–25.
Trust & compliance
Compliance and vetting in regulated sectors (public sector, healthcare) underpin win rates and client retention, with strong audit and credentialing processes.
Visual and tonal identity
The brand uses a clean blue palette, modular layouts that foreground salary data, skills maps and sector insights; tone is authoritative yet practical to support B2B decision‑makers.
Differentiation pillars
Specialist desks, enterprise RPO/MSP and compliance form the core differentiators that defend against commoditised marketplaces and generalist platforms.
Value over discounting
Hays emphasises reliability and benchmark data to justify premium pricing; case studies and salary guides reinforce value in client negotiations.
Data‑led credibility
Regular salary guides and market reports (published across geographies) support thought leadership and improve lead conversion for both permanent and temporary placements.
Consistent omnichannel messaging
Web, social, events and tender materials maintain aligned messaging, contributing to frequent top‑brand rankings in recruiter brand studies across markets.
Adaptation to market shifts
As skills‑based hiring and flexible work rise, Hays productises skills assessments and contractor vetting to protect share from AI‑native and generalist competitors.
Sales and marketing alignment
Aligned campaigns ensure recruitment consultants and marketing drive candidate acquisition through targeted content, CRM integration and account‑based approaches for corporate clients.
Brand performance & metrics
Key metrics and behaviours that define Hays brand positioning in market:
- Top recruiter brand rankings in multiple geographies based on industry surveys and brand studies through 2024–2025
- Salary guides and market reports published annually, used in client negotiations and content marketing
- Growth in RPO/MSP revenue contribution as enterprise clients seek scalable staffing solutions
- Productised skills tools (assessments, vetting) rolled out to counter platform and AI entrants
Revenue Streams & Business Model of Hays
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What Are Hays’s Most Notable Campaigns?
Key campaigns for Hays up to 2025 focus on data-led, utility content and performance creative to drive candidate acquisition and client briefs across sectors and geographies.
Salary & Recruiting Trends 2024/2025
Objective: own intent on pay and hiring with country/sector salary benchmarks and interactive tools; channels included SEO, email, LinkedIn, PR and webinars; results: hundreds of thousands of global downloads and double‑digit uplifts in inbound client briefs, accelerating RPO/MSP pipeline.
Find the right fit, faster (2023–2024)
Objective: reassert speed and expertise during soft hiring using video, paid social, website and sales collateral; results: higher brand search impressions and improved apply rates where creative ran; lesson: consistent creative tied to funnel KPIs outperforms generic employer-brand ads.
Early‑career & tech‑skills funnels (2024)
Objective: grow candidate pools in software, data and cyber via skills‑first ads, video job descriptions and micro‑credential tie‑ins; channels: LinkedIn, TikTok, programmatic and campus events; results: lower cost‑per‑apply and faster shortlist times.
Public sector framework activations
Objective: maximise exclusive/PSL wins with compliance credibility messaging and rapid deployment squads; channels: ABM, tender support and PR; results: multi‑year renewals and sustained volume ramps driven by trust and process marketing.
Campaigns also include crisis and market‑cycle comms to protect client relationships and pipeline.
Market‑cycle comms (2023)
Weekly market pulse content, workforce planning guides, email, webinars and executive briefings retained wallet share and positioned Hays for rebound.
Performance drivers
Utility‑led content solving planning needs, measurable funnel KPIs and skills‑first creative are cited as core success drivers for the Hays sales strategy and Hays marketing strategy.
Channel mix
SEO, email, LinkedIn, programmatic, paid social and PR form the omnichannel approach supporting Hays company go-to-market strategy and Hays recruitment marketing efforts.
Metrics emphasised
Teams prioritised downloads, inbound briefs, apply rates, cost‑per‑apply and shortlist velocity as primary KPIs to measure Hays sales and marketing alignment.
Data & analytics
Benchmarks and interactive tools leveraged first‑party data to inform targeting and content — illustrating how Hays use of data and analytics in sales and marketing drives conversion.
Account focus
ABM and tender support underpinned public sector and large client activations, reflecting Hays account‑based marketing for corporate clients and tender conversion tactics.
Campaign outcomes & lessons
Results across campaigns demonstrate measurable uplifts in acquisition and client engagement.
- 100,000+ downloads for global salary reports driving intent and lead gen
- Double‑digit increases in inbound client briefs after report launches
- Lower cost‑per‑apply and faster shortlist times from skills‑first tech funnels
- Multi‑year public sector renewals through compliance and process marketing
Further context on organisational history and strategy is available in the Brief History of Hays
Hays Porter's Five Forces Analysis
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- What is Brief History of Hays Company?
- What is Competitive Landscape of Hays Company?
- What is Growth Strategy and Future Prospects of Hays Company?
- How Does Hays Company Work?
- What are Mission Vision & Core Values of Hays Company?
- Who Owns Hays Company?
- What is Customer Demographics and Target Market of Hays Company?
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