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Reverse marketing has untapped recruitment potential: trainer

Reverse marketing is not a new concept in recruitment, but is still pretty rare and offers a lot of potential for recruiters to boost their business development, according to a leading industry trainer.

It's about "flipping our recruitment model on its head", Career Lasso director Adele Last says. "It's not necessarily a groundbreaking concept, but I don't see anyone really doing it well...

"Imagine if we set up relationships with the candidate that were more exclusive and more like an agent... 'I'm going to be your representative. Tell me about what you're looking for, and I'm now going to represent you in the market. I'm going to go out and find you opportunities and I'm going to be your representative, but you have to sign exclusively with me', which now means that I have a product, a person that nobody else has..."