How to shift your recruitment marketing from contingent to retained
- Jayde Pope
- Sep 15
- 3 min read
From rollercoaster to retainer
Tired of riding the contingent recruitment rollercoaster? You’re not alone. Many UK recruitment agencies, especially those with 10 to 50 staff, find the contingent model a feast-and-famine ride. Under the contingent approach, you only get paid upon a successful placement, leading to unpredictable revenue and intense competition.
In fact, industry averages show only 25% of jobs get filled in contingent searches, meaning about 75% of your hard work goes unpaid. It’s a sobering statistic that has agencies searching for a better way.
Enter the retained recruitment model. A more stable, strategic approach where you secure a portion of your fee upfront and work exclusively on a client’s role.
Why make the shift?
Contingent pitfalls vs. retained rewards
Contingent recruitment accounts for roughly 85% of the staffing market. It’s a volume-driven, fast-paced game where multiple agencies race to fill the same role, often breeding a transactional mindset: speed over quality, quantity over depth.
The result? Inconsistent fees, strained teams, and clients who see recruiters as CV vendors rather than partners. No wonder even successful recruiters feel burnout; just ask Louise Archer, who described the contingent model’s long hours, unpredictable clients, and inconsistent results as a breaking point in her career.
By contrast, retained recruitment flips the script. Clients pay part of the fee upfront, securing your exclusive commitment to their search. You’re not competing with four other agencies, and you can prioritise quality over speed.
Key benefits of retained include:
Predictable revenue: Say goodbye to “work-for-free” syndrome. Retainers provide steadier cash flow.
Deeper client partnerships: You’re seen as a strategic advisor, not just a vendor.
Higher success rates: Retained searches boast stronger fill rates and better candidate quality.
Enhanced reputation: Operating on a retained basis positions you as a premium service provider.
What changes when you go retained?
Shifting from contingent to retained isn’t just a contract tweak. It’s a complete mindset and model overhaul. In a retained engagement, you gain exclusivity and the client’s upfront investment, which means greater responsibility but also deeper commitment to the process.
The service offering naturally expands too. Retained searches often involve market insights, employer branding input, and detailed candidate assessments that go far beyond CV supply. To justify these fees, agencies must also manage client perception, ensuring their marketing projects authority, trust, and specialisation.
Internally, recruiters need to shift from a “speed first” contingent mentality to a consultative partner approach, often supported by new training and processes to deliver a premium experience.
When is the right time to transition?
Signs you’re ready to pivot:
You’ve built a niche reputation: Specialisation increases willingness to pay retainers.
You’re tackling senior or complex roles: Retained is ideal for C-suite or confidential searches.
Your team is stretched thin: Too many contingent briefs can lead to burnout.
You’re mid-sized and ambitious: Agencies with 10–50 people often reach the tipping point where retained fuels sustainable scaling.
Clients show willingness to partner: Trusted clients frustrated with contingent failures are prime candidates for retained pilots.
Shifting your marketing strategy
Moving to retained isn’t just operational. It’s a marketing challenge.
Position yourself as a trusted partner: Publish whitepapers, salary guides, and success stories to show your knowledge and authority in your space.
Refine your brand messaging: Does your website scream “volume contingent” or “bespoke retained search”? Adjust according to your goals.
Educate your audience: Use content marketing like blogs, emails, and explainer videos to highlight client benefits.
Showcase social proof: Case studies and testimonials ease client fears and prove retained success.
Invest in full-funnel marketing: From SEO and LinkedIn ads to polished proposals, cover all touchpoints to reinforce your premium positioning.
Conclusion: lead the pack, don’t just chase it
Shifting from contingent to retained can transform your agency’s fortunes. Stable revenue, deeper partnerships, and elevated market position. But success hinges on smart marketing and branding, positioning your agency as the partner clients can’t afford to overlook.
Agencies that embrace this shift will stop chasing CVs and start leading with strategy, insight, and authority.
Ready to reposition your agency for retained success?
Let’s talk about how we can help you make the transition.
