Defend, Extend, Expand – your Recruitment Business Development Strategy for 2025.

As we kick off 2025, I want to give you a solid game plan for your recruitment desk – one that helps you protect what you’ve built while setting yourself up for serious growth. A lot of recruiters get caught in the endless cycle of chasing the next deal, the next client, the next candidate, without thinking about how to nurture what they’ve already got. That’s where this approach comes in.

Let’s break it down.


Step 1: Defend – Lock Down Your Turf

Before you start chasing shiny new opportunities, take a step back and look at what’s already working. Your existing clients and candidates are your most valuable assets. So ask yourself:

  • How do I defend my current business?
  • How do I make sure my clients and candidates stick with me?
  • What am I doing to protect my market share?

It’s easy to get distracted by new clients and opportunities, but the easiest money you’ll ever make is from the clients who already know you. They trust you, they’ve worked with you, and you already have a relationship. So, what’s the plan?


Here’s how to keep your clients and candidates engaged:

  • Stay in touch – Regular calls, emails, and face-to-face check-ins.
  • Show them you’re invested – Let them know what you’re working on for them.
  • Remind them of your value – Be proactive about what roles you’re filling, what trends you’re seeing, and how you can help.


You don’t want to lose great clients just because you got too busy chasing new ones. So, step one: lock down your turf.


Step 2: Extend – Get More From Your Existing Clients

Once you’ve secured your base, it’s time to extend your influence. Instead of looking for new clients, how can you do more business with the ones you already have? A few ways to do this:

  • Expand into other locations – If your client has offices in other cities, ask for an introduction.
  • Offer more services – Maybe your firm also places roles in other specialties. If your client hires for those, connect them with a colleague.
  • Deepen the relationship – The more value you provide, the more indispensable you become.

The easiest door to open is the one that’s already open. Instead of grinding away at cold outreach, find new ways to serve your existing clients better.

Step 3: Expand – Go After New Business

Now that you’ve defended your turf and extended your reach, it’s finally time to expand. This is where you focus on:

  • New clients – Who else out there needs your services?
  • New candidates – Who’s not on your radar yet?
  • New markets – Is it time to pivot into a fresh industry or specialisation?


This might mean:

  • Stepping up your marketing and advertising
  • Making more cold calls and outreach
  • Testing out a new niche or vertical

But remember—don’t jump into expansion until you’ve secured what you already have. Too many recruiters get caught in the “shiny object” trap, chasing new business without solidifying their foundation.


Final Thoughts

If you use Defend, Extend, Expand as a lens to plan your 2025, you’ll:

  • Protect your existing revenue streams
  • Increase business from current clients
  • Grow your desk strategically

This framework keeps you grounded in what’s already working while setting you up for bigger wins.


Don’t Forget to Get Your Free 2025 Recruitment Desk Planning Guide!

Before I go, I’ve got something special for you. We’re hitting 50,000+ views a month across all platforms, and as a thank you, we’re giving away the Ultimate 2025 Recruitment Desk Planning Guide—completely free.


To grab your copy, just subscribe to our mailing list at:👉 thelonecruiter.com/subscribe


No spam—just straight-up value. This guide is packed with gold to help you map out your best year yet.

As always, have an amazing day, and may all your deals come true! 🚀

Brett

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