Person, Crowd, People, Festival

Let’s start with a general rule – marketing is either B2B (business-to-business) or B2C (business-to-consumer). And while the two share some common characteristics and objectives, their differences are quite pronounced. How audience “targets” are defined and engaged, the use of emotion or logic in messaging and the decision process for each are distinctly different.

B2B Marketing

Business-to-business marketing is exactly what it sounds like: marketing directed at another business and not at individual consumers. The marketing message is aimed at decision makers at target organizations. In addition, B2B buyers are information-driven and perform rather extensive research on their purchasing options, which leads to data-driven decisions.

B2C Marketing

Business-to-consumer marketing focuses on individual consumers of products, services, or solutions. The intended outcome of the buying decision is for the consumer’s personal purposes. B2C buyers favor brief overviews of what is being offered and easy-to-understand value propositions to help them make decisions. Unlike B2B buyers who approach the process logically, B2C shoppers tend to make their decisions based more on perceived emotional benefits.

PREMIUM CONTENT: Online Job Advertising Market

Staffing Industry Marketing – B2B, B2C, or Both?

As a former staffing entrepreneur and executive and now a professional marketer providing services to the staffing industry, I know firsthand how important it is for staffing firms to understand the B2B/B2C similarities and differences so they can develop effective marketing strategies. We would certainly all agree that staffing organizations are first and foremost sales-driven organizations. But what about the candidate market? What about those individuals who must fill the needs of the business customer? Without potential employees, a new staffing account is meaningless.

Candidate Marketing as a B2C Endeavor

If we go back to our earlier definition of B2C marketing, it focuses on an individual buyer (candidate) as opposed to a team. It also prioritizes an emotional appeal over a logical argument. If that is true, the staffing industry has been deploying the wrong marketing strategy for sourcing, recruiting, and retaining employees for their client assignments (assuming that they are conducting any marketing towards candidates, as many are not). Developing an effective strategy for ongoing candidate recruitment, then, must take on the shape of a true B2C marketing campaign.

The 4 Steps in Creating Your B2C Marketing Program

If we agree that candidates should be treated more like consumers rather than business decision makers, then how do we begin to create our B2C marketing program that will effectively attract candidates to our staffing firm? Let’s review the four steps involved.

  1. Target Audience. Unlike B2B marketing where the target audience is defined as the key decision makers in a company, the B2C audience is defined by a group of people who share common characteristics that meet your hiring criteria but have unique individual needs and preferences.
  2. Logic vs. Emotion. In my experience with staffing clients, I often find that messaging directed towards the candidate market uses logical and rational reasoning as to why the candidate should become part of the staffing firm’s team. To engage candidates in a meaningful way, the message must speak to them on a very emotional level. The use of staffing employee testimonials, when used correctly, can often provide immediate motivation for a candidate to apply.
  3. Sense of Urgency. B2C requires the ability to communicate a high sense of urgency to the consumer (candidate) and then be able to move quickly to “close” the transaction once the individual has made their decision. In many cases, staffing firms do not develop urgency in responding to a candidate inquiry and, as a result, the “consumer” simply moves on.
  4. Message. The messaging and content must be tailored to the B2C candidates to attract their immediate attention. The ideal approach to crafting your message is to talk with current staffing employees who are on assignments. What are they interested in? How did they decide to work for your staffing firm? What were some of their negative experiences with competitor staffing firms?

B2B or Not B2B?

The staffing industry faces enormous challenges as the economy recovers from the global pandemic. The most pressing issue is sourcing talent to fill client job orders. This problem will not go away anytime soon, so it is imperative that staffing firms address the need for a solid B2C employment branding strategy that will contribute to solving the labor shortage. Approaching candidates more like consumers is a vital first step.

Read more >


Person, Text, Face, Id Cards, Document, Paper, Crowd
Meet Drew Golin, Chief Executive Officer - Shiftfillers

Shiftfillers' CEO has one of those journeys that inspire us to success.  Drew Golin has exemplified servant leadership throughout his life, starting with his education at Temple University in Philadelphia....

Read more >
Person, Face, Crowd, Female, Blonde, Teen, Kid, Girl, Woman, Text
Meet Rod Smyth, President - Shiftfillers

Innovation runs in the blood of Shiftfillers' President. Born and raised in Dublin, Ireland, Roderick Smyth consistently lives up to his famous compatriot Oscar Wilde's saying that "true progress is...

Read more >
Blonde, Person, Female, Woman, Teen, Girl, Face, Text, Smile, Hair
Meet Karen Febus, Chief Operating Officer - Shiftfillers

Whether it’s running a race or running a successful business, the Shiftfillers' COO knows how to reach goals like no other. Avid runner Karen Febus studied business and finance at...

Read more >

Current opportunities to join us

Warehouse Associate Various shifts from $17.00 per hour + bonus New Albany, IN Sazerac_New_Albany_IN 11b9fea5-a15a-4cf8-8d95-4ef8764efaeb New Albany Indiana United States 707 Pillsbury Lane, New Albany, Indiana, United States, 47150 Join Shiftfillers and become part of the dedicated team that gets products and orders ready for our client’s customers. You will be processing, preparing, picking, packing and shipping customer orders. If you like a fast-paced, physical position t...
Production Associate Perm. with benefits $18 per hour 2:30 P.M. Start. JELD-WEN Ludlow, VT Direct_Hire 879103 Ludlow Vermont United States Ludlow, Vermont, United States Role overview Preparation of frames and jambs used in the pre-hanging process Prepare, machine, and hang wood and fiberglass doors Use pneumatic and hand tools to assemble door units Learn the operation of the production line machinery Palletize, ...
Production Associate Perm. with benefits $18 per hour 2:30 P.M. Start. JELD-WEN. N. Springfield, VT Direct_Hire 879106 Springfield Vermont United States North Springfield, Springfield, Vermont, United States Role overview Preparation of frames and jambs used in the pre-hanging process Prepare, machine, and hang wood and fiberglass doors Use pneumatic and hand tools to assemble door units Learn the operation of the production line machinery Palletize, ...
Production Associate Perm. with benefits $15.45 per hour 4:00 P.M. Start. JELD-WEN Cincinnati (West Chester), OH Direct_Hire 879094 West Chester Township Ohio United States West Chester Township, Ohio, United States Role overview Preparation of frames and jambs used in the pre-hanging process Prepare, machine, and hang wood and fiberglass doors Use pneumatic and hand tools to assemble door units Learn the operation of the production line machinery Palletize, ...
Production Associate (Windows) Perm. with benefits $19.50 - $21 per hour 3:30 P.M. Start JELD-WEN Grinnell, IA. Direct_Hire 878705 Grinnell Iowa United States Grinnell, Iowa, United States Role overview Preparation of frames and jambs used in the pre-hanging process Prepare, machine, and hang wood and fiberglass doors Use pneumatic and hand tools to assemble door units Learn the operation of the production line machinery Palletize, ...
Electronic Technician Full time with benefits $20 - $23 per hour Start 7:00 A.M – 3:30 P.M Schlumberger Sugar Land, TX. Direct_Hire 878122 Sugar Land Texas United States Sugar Land, Texas, United States, 77478 Perform technical duties in one of the functional areas: electronic, mechanical, or systems. Completes tests, measurements, operations, or process controls that are usually routine in nature, and very few nonstandard situations occur. Analyzes dat...
Mechanical Technician Full time with benefits $19 - $21 per hour Start 7 A.M. – 3:30 P.M. Schlumberger Sugar land, TX. Direct_Hire 878110 Sugar Land Texas United States Sugar Land, Texas, United States, 77478 Perform technical duties in one of the functional areas: electronic, mechanical, or systems. Completes tests, measurements, operations, or process controls that are usually routine in nature, and very few nonstandard situations occur. Analyzes dat...
Electrical Assembler Full time with benefits $20 - $23 per hour Start 7:00 A.M – 3:30 P.M Schlumberger Sugar Land, TX. Direct_Hire 878109 Sugar Land Texas United States Sugar Land, Texas, United States, 77478 Perform technical duties to support manufacturing activities to the functional areas: electronic, mechanical, or systems. Analyzes and ensures the product, process meets standards. Troubleshoot and resolve products, processes related to assemblies...
Production Associate (Windows) Perm. with benefits $19.50 - $21 per hour 6:00 A.M. Start JELD-WEN Grinnell, IA. Direct_Hire 876858 Grinnell Iowa United States Grinnell, Iowa, United States Role overview Preparation of frames and jambs used in the pre-hanging process Prepare, machine, and hang wood and fiberglass doors Use pneumatic and hand tools to assemble door units Learn the operation of the production line machinery Palletize, ...
Production Associate Perm. with benefits $18 per hour 4:00 A.M. Start. JELD-WEN. N. Springfield, VT Direct_Hire 876852 Springfield Vermont United States North Springfield, Springfield, Vermont, United States Role overview Preparation of frames and jambs used in the pre-hanging process Prepare, machine, and hang wood and fiberglass doors Use pneumatic and hand tools to assemble door units Learn the operation of the production line machinery Palletize, ...
-->