Marketing-Led, Sales-Enabled: Building a Recruitment Brand That Converts – w/ Kris Holland of Kitto

Nitin speaks with Kris Holland, founder of Kitto, a recruitment marketing firm, about how recruitment agencies can use marketing-led strategies to build brands that convert. Kris introduces Kitto's "Universe" model, which centres on strategy, creating an engaging orbit around prospects, and using push and pull content to attract the right clients and candidates whilst repelling poor fits.

The conversation covers why recruitment firms need to move beyond selling what they do and instead tell compelling stories that resonate with their target audience. Kris explains how recruitment agencies can learn from SaaS and tech companies about customer acquisition, the importance of content as value touchpoints rather than vanity metrics, and how employer branding can reduce churn and bad hires. The episode is designed for recruitment leaders, marketers and founders ready to scale beyond traditional sales-first approaches.