EP 53 – The Two Types of LinkedIn Content You’re Ignoring (That Make the Most Money) w/ Sam Rasdall
In this episode of The 1% Better Recruitment Podcast, I’m joined by Sam Rasdall — founder of Potent Positioning, former MD at Bold Identities, and a specialist in helping recruitment businesses turn branding and marketing into actual revenue. We dig into why most recruiter content fails to convert, the four types of LinkedIn content (including the two that make you the most money but rarely get used), and how to use marketing as a genuine business development tool. Sam also shares practical tips for building personal and employer brands that command higher fees, create inbound leads, and win more retained work. If you’ve ever wondered how to move from vanity branding to marketing that directly impacts your bottom line, this episode is packed with actionable strategies. We cover: ✅ The three types of brand every recruiter should know ✅ How brand perception impacts your ability to charge higher fees ✅ Why most recruitment marketing is talking to the wrong audience ✅ The four LinkedIn content types (and the two that make you the most money) ✅ How to add “invite offers” to turn lurkers into inbound leads ✅ Why proof & evidence beat value posts every time ✅ How to use testimonials and case studies without feeling “cringe” ✅ DM strategies that actually get replies ✅ Why you should embrace failing at content early on ✅ Using marketing assets to open BD conversations ✅ The link between founder visibility and employer brand strength Timestamps: 00:00 – Intro & welcome to the episode 01:54 – Sam’s background: recruiter to branding specialist 03:57 – Why brand matters & how it makes you money 06:13 – Employer brand, personal brand & ROI 08:26 – Building a warm market through consistent posting 10:28 – Why most recruitment marketing fails 12:38 – Content that resonates beyond “hot jobs” 14:26 – Overcoming fear & lack of confidence in posting 17:29 – Embracing failure to grow your brand 19:29 – Never running out of content ideas 21:22 – The four types of LinkedIn content explained 23:35 – Adding “invite offers” to posts for inbound leads 24:04 – Using proof & evidence to sell without selling 26:56 – Why you must showcase testimonials & case studies 29:12 – Overcoming the cringe factor in self-promotion 31:14 – Writing content for your ideal client 33:20 – Being authentic vs. chasing likes 34:52 – Should recruiters be on TikTok? 37:58 – Avoiding burnout with your content creation 39:44 – Handling trolls & negativity on social platforms 41:19 – Marketing as a BD tool 43:47 – Giving recruiters reasons to reach out 45:32 – Why marketers should speak directly to clients 47:28 – How marketing & sales should work together 49:28 – The role of personality types in communication 53:10 – DM strategies that feel human 56:44 – Why “hope you’re well” kills your outreach 58:53 – Writing LinkedIn messages like a WhatsApp 1:02:20 – Moving the conversation to a personal level 1:03:59 – Automation & AI in outreach: what works 1:06:22 – When automation kills trust 1:08:17 – Safe ways to automate without risking your account 1:10:18 – Charles’ light-touch automation approach 1:12:03 – Sam’s 1% Better tip: embrace fear & be consistent Connect with Sam Rasdall 🔗 LinkedIn: http://linkedin.com/in/sam-rasdall-501863108/ Connect with Charles Kyriakou LinkedIn: https://www.linkedin.com/in/charleskyriakou1 TikTok: https://www.tiktok.com/@charles.kyriakou Apple Podcasts: https://podcasts.apple.com/us/podcast/the-1-better-recruitment-podcast/id1673161288 Spotify: https://open.spotify.com/show/46LjJfwc3WcKfvcIKLRF9L LinkedIn Newsletter: https://www.linkedin.com/newsletters/the-1-better-recruitment-podcast-7027606689657085952
