Be honest—when was the last time you actually took a step back and checked how well you’re looking after your clients? Not just a quick, “Yeah, they seem happy,” but a real self-audit on whether you’re keeping them engaged, valued, and loyal to you. Have you ever done this?

Too often in recruitment (or any business, really), we get so caught up in chasing new clients and new deals that we forget to nurture the ones we already have. And that’s a big mistake because, spoiler alert: the easiest money you’ll ever make is from the clients who already know, like, and trust you.

That’s where the Defend, Extend, Expand framework comes in. It’s a simple, structured way to make sure you’re maximising what you already have before running after the next shiny thing. Let’s break it down.

1. Defend: Take Care of What You’ve Built

Before you even think about bringing in new clients, ask yourself: Am I actually looking after the ones I already have? Defending your turf means making sure your current clients (and candidates) are happy, engaged, and wouldn’t even think about going to another recruiter.

Think about it: these are the people who already trust you. You’ve already done the hard work to win them over. The last thing you want is to lose them because you got distracted chasing the next deal.

Here’s how you can defend your patch:

• Regular check-ins – Don’t just reach out when you need something. Be present.
• Keep them updated – Let them know what you’re working on for them.
• Show them they matter – Little things like remembering past placements or sending a useful industry update go a long way.
• It’s not about being pushy—it’s about staying relevant and proving your value consistently.

2. Extend: How Can You Do More With What You’ve Got?

Once you’ve locked in your existing relationships, it’s time to extend them. This means looking at ways to do even more business with your current clients.

Some ideas:

• Expand your services – If they trust you for one type of hire, can you help them in other areas?
• Leverage their network – Do they have other offices, teams, or divisions that could use your help?
• Collaborate internally – If you work with colleagues in different specializations, can you introduce them to your client?

The key here is that warm introductions are always easier than cold outreach. Why go knocking on new doors when you can just open the ones that are already ajar?

3. Expand: Now You Can Go Find New Business

Only after you’ve defended and extended should you start thinking about expanding—bringing in new clients, tapping into new markets, and growing your reach.

This is where the traditional hustle comes in: prospecting, marketing, advertising, networking, cold calling—whatever it takes to break into new territory. But here’s the thing: if you’ve done the first two steps right, you won’t be expanding from a place of desperation. You’ll be growing on a solid foundation rather than frantically chasing business because your existing clients are slipping away.

The Bottom Line?

Too many recruiters jump straight to expansion, chasing new clients, deals & interesting work while neglecting what they already have. Don’t be that recruiter. Defend what’s yours, extend your influence, then expand strategically.

Look after your clients, build from what you have, and 2025 will be a massive year for you. Let’s go!
May all your deals come true. 🚀

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