What if client marketing could replace every other strategy you’ve been using?
No more cold calls. No more wasted ad spend. Just loyal clients who keep coming back with more roles and refer you to others.
It’s possible with the right client retention strategy. Get it right and your pipeline fills itself.
In this blog, we’ll share 5 simple strategies to make this happen, plus free email templates to help you get started.
Let’s jump right in!
What is client retention in recruitment?
Client retention refers to the ability of a recruitment agency to maintain long-term relationships with its clients, ensuring they continue to use the agency’s services over time.
It involves building trust, providing consistent and high-quality service, and meeting or exceeding client expectations to reduce churn and increase repeat business.
Strong client retention leads to repeat job orders, longer-term contracts, and earlier involvement in hiring decisions, which means less time spent chasing new business.
Key factors that drive client retention:
- Fast, accurate responses that show an understanding of the brief from the start.
- Follow-ups that identify future hiring needs before roles open.
- Awareness of company changes like team shifts, new budgets, or restructuring.
- Outreach during significant events like promotions, funding, or expansions.
- A process that saves the client’s time, avoids back-and-forth, and runs smoothly.
How to calculate client retention rate accurately?
Knowing your client retention rate provides a clear indication of how effectively you are establishing long-term relationships.
It is one of the easiest and most significant metrics to calculate if you are serious about growing your recruitment agency.
Here’s a simple way to calculate it:
Client retention rate formula
Client Retention Rate = (Clients at end of period – New clients acquired) / Clients at start of period ✕ 100
Let’s break that down with a quick example.
Suppose you started the year with 20 active clients. Over the year, you added 5 new clients, and by the end of the year, you had 22 clients.
First, subtract the new clients from your ending number:
22 (ending clients) – 5 (new clients) = 17 retained clients
Now divide the retained clients by the starting number:
17 ÷ 20 = 0.85
Finally, multiply by 100 to get your retention rate:
0.85 × 100 = 85% client retention rate
An 85% retention rate means you retained 85% of your original clients over that period, strongly indicating that your agency is building loyalty and trust.
Tracking this number regularly helps you spot if client relationships are slipping before it becomes a bigger problem.
5 practical client retention strategies
1. Running quarterly hiring roadmap sessions
If the only time you talk to a client is when they need a new hire, you are already replaceable.
Setting up quarterly roadmap sessions keeps you close to their business, even when they are not actively hiring.
These conversations are about understanding what is changing inside the company.
Upcoming team expansions, restructuring, leadership moves, and budget shifts all give you clues about what roles might open up later.
When you consistently help clients plan ahead, you become part of their internal strategy, not just another agency on standby.
And when the real hiring need surfaces, you are already in a position to fill it faster and better than anyone else.
2. Sharing proactive talent pipeline previews
Most recruiters wait for a job order before showing candidates.
Sharing talent pipelines ahead of time flips that dynamic.
If you know your client is planning to build out a new function or expand a team, start sending a few profiles they might want to move on early.
Keep it simple by presenting three to five top candidates aligned with future roles, positioning it as a way to help them stay competitive in a tight market.
This keeps hiring conversations alive without feeling pushy and reminds the client that you are paying attention even when they are not.
3. Structuring post-placement follow-ups
Placing a candidate should be the start of deeper engagement, not the end of the deal.
A structured follow-up process shows clients that you care about more than your commission.
Set up quick checkpoints at 30, 90, and 180 days, where you ask simple, useful questions:
- How is the new hire fitting in?
- Any early signs that they need extra support?
- Any upcoming team gaps to plan for?
Clients appreciate the accountability without having to chase you first.
Plus, these check-ins often surface new hiring needs organically, giving you a head start before a new brief is even created.
4. Personalizing CRM touchpoints
Sending templated “hope you’re well” emails adds nothing valuable to client relationships.
Use your CRM to track real business events, like leadership changes, company milestones, or new market entries, and reach out with specific, meaningful notes.
Congratulating a client on a big product launch or offering insight when they open a new office shows you follow their business, not just their job postings.
A few well-timed, highly personal touchpoints throughout the year can do more for retention than a dozen generic newsletters.
5. Setting up simple retention workflows
Setting up light retention workflows inside your CRM helps you stay proactive without overwhelming your desk.
Schedule small but impactful actions:
- Quarterly market updates tailored to their industry
- Shortlists of passive candidates they might want to meet
- Quick check-ins timed around known budget cycles
You can use our Workflow Automation to set up recruitment workflows—no coding needed!
Free ready-to-use client retention templates
1. Invite for a quarterly hiring strategy call
Subject: Review of upcoming hiring plans
Hi [Client Name],
I’d love to schedule a quick call to review your team’s hiring plans for the next quarter.
Getting ahead of upcoming needs will help us move faster when the time comes, and I can also share some quick insights we are seeing in the market.
Would you be available next week?
Best,
[Your Name]
2. Talent pipeline update email
Subject: Update on potential candidates for your team
Hi [Client Name],
I wanted to share a few strong profiles who could be a great fit for your [team/department/future plans], even if you are not actively hiring right now.
- [Candidate 1]: [One-line strength summary]
- [Candidate 2]: [One-line strength summary]
- [Candidate 3]: [One-line strength summary]
Let me know if you would like a quick overview or an introduction. I would be happy to set it up if the timing works.
Best,
[Your Name]
3. Structured 30-day post-placement check-in
Subject: Quick check-in on [Placed Candidate’s Name]
Hi [Client Name],
I just wanted to confirm that [Placed Candidate’s Name] has been on board for about a month.
How are things going so far?
Anything you would like us to be aware of or support you with?
Your feedback is valuable to us, and I want to ensure everything is on track from your end.
Looking forward to hearing from you,
[Your Name]
4. Personalized client touchpoint (milestone-based)
Subject: Congratulations on [specific milestone]
Hi [Client Name],
Congratulations to you and your team on [milestone such as promotion, funding round, major project win].
It is exciting to see your growth, and I am sure there is even more ahead.
If you are planning any team expansions following this success, I would be happy to support you with talent insights or proactive candidate previews.
Either way, great news and wishing you continued momentum.
Best regards,
[Your Name]
5. Quarterly talent market update
Subject: Key talent market trends and insights
Hi [Client Name],
Wanted to send a quick update on what we are seeing across the market right now in [industry/region].
There is strong candidate movement across roles like [key roles], and many companies are securing top talent ahead of formal hiring needs.
If you are thinking about growing your team later this year, it might make sense to start conversations early. I am happy to share a few proactive options if useful.
Let me know what your timeline looks like.
Best,
[Your Name]
Frequently asked questions
1. How do I tailor my retention strategy to fit different types of clients?
To keep clients happy, you need to understand what works for each one.
Some clients are cool with regular check-ins, while others prefer you to reach out only when there’s something new.
Big companies often require long-term plans and quarterly updates, while smaller businesses may prefer more immediate and personalized attention.
It’s all about adjusting your approach to meet the needs of each client, so they feel valued and supported.
2. Can client retention strategies be automated?
Yes, definitely!
With Recruit CRM, you can set up automated follow-up emails or reminders for regular check-ins to help keep things running smoothly without having to do everything yourself.
3. What should I do if a client expresses dissatisfaction?
When a client is dissatisfied, don’t just rush to fix things. Take the time to listen and understand what went wrong.
Let them know you get where they’re coming from, then offer a solution that makes sense.
Whether it’s a mismatch with a candidate or something else, address it promptly and follow up afterward to ensure they’re satisfied.
Dealing with an unhappy client the right way can turn them into one of your most loyal customers.
4. What’s the difference between business development and client retention?
Business development is about finding new clients and getting them to work with your agency. It involves reaching out, talking to people, and helping them understand how your agency can assist.
On the other hand, client retention focuses on maintaining the relationships you’ve already built. This requires regular check-ins, solving problems quickly, and ensuring clients remain satisfied with your service.
The goal is to keep clients returning because they trust your agency and enjoy working with you.
