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

Shiftfillers Experienced On-site Staffing Managers $60k Newnan, GA Direct_Hire 1087398 Newnan Georgia United States Newnan, Georgia, United States, 30265 Join Shiftfillers and become part of the dedicated team that gets products and orders ready for our client’s customers. We are a young venture-funded company and this role and provides the opportunity to significantly contribute to the success and...
Shiftfillers Experienced On-site Staffing Managers $60k Nashville, TN Direct_Hire 1087390 Nashville Tennessee United States Nashville, Tennessee, United States Join Shiftfillers and become part of the dedicated team that gets products and orders ready for our client’s customers. We are a young venture-funded company and this role and provides the opportunity to significantly contribute to the success and...
Production Associate Start 7 p.m. 4 days rotating weekends $18.00 inc shift bonus hourly Plus weekend bonuses & same day pay HelloFresh Phoenix Phoenix_AZ Staffing Contracts SF830182613Jun Phoenix Arizona United States 1850 S 71st Ave, Phoenix, Arizona, United States, 85043 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 Start 7 a.m. 4 days rotating weekends $16.50 hourly Plus weekend bonuses & same day pay HelloFresh Phoenix Phoenix_AZ Staffing Contracts SF266014613Jun Phoenix Arizona United States 1850 S 71st Ave, Phoenix, Arizona, United States, 85043 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...
Packaging Technician Start 6:00 p.m. $19.00 hourly Same day pay + Bonus Boston Brands Lewiston Lewiston_ME Staffing Contracts KG236056218Jun Lewiston Maine United States 21 Saratoga St, Lewiston, Maine, United States, 04240 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...
Light Production Start 11 p.m. $17.25 hourly Same day pay Sealed Air Louisville Louisville_KY Staffing Contracts MN485488525Jun Louisville Kentucky United States Louisville, Kentucky, United States Join Shiftfillers and become part of the dedicated team that gets products and orders ready for our client’s customers. If you like a fast-paced, physical position that gets you up and moving, apply to join our team today. ResponsibilitiesYou will...
Laboratory Technician Start 6:00 a.m. $20.00 hourly Same day pay + Bonus Boston Brands Lewiston Lewiston_ME Staffing Contracts MN3971061Jun Lewiston Maine United States 21 Saratoga St, Lewiston, Maine, United States, 04240 Join Shiftfillers and become part of the dedicated team that gets products and orders ready for our client’s customers. If you like a fast-paced, physical position that gets you up and moving, apply to join our team today. A Laboratory Technician ...
Light Production Start 7 a.m. $15.50 hourly Same day pay Sealed Air Louisville Louisville_KY Staffing Contracts MN212922524Jun Louisville Kentucky United States Louisville, Kentucky, United States Join Shiftfillers and become part of the dedicated team that gets products and orders ready for our client’s customers. If you like a fast-paced, physical position that gets you up and moving, apply to join our team today. ResponsibilitiesYou will...
Packaging Technician Start 11:00 p.m. $23.00 hourly Sazerac Montreal Montreal_QC Staffing Contracts MN53622555Jun Montreal Quebec Canada 950 Chem. des Moulins, Montreal, Quebec, Canada, H3C 3W5 Faites défiler pour la description de poste en français:   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 cus...
Ouvrier Usine Start 3:00 p.m. $22.25 hourly Sazerac Montreal Montreal_QC Staffing Contracts MN96172055Jun Montreal Quebec Canada 950 Chem. des Moulins, Montreal, Quebec, Canada, H3C 3W5 Rejoignez Shiftfillers et faites partie de l'équipe dédiée qui prépare les produits et les commandes pour les clients de nos clients. Vous traiterez, préparerez, ramasserez, emballerez et expédierez les commandes des clients. Si vous aimez un post...