Business development (BD) has always been the heartbeat of agency growth. But in 2025, it’s changed shape. For the first time in JobAdder’s annual Recruitment Benchmarking Report, BD wasn’t the number-one challenge for recruiters. Instead, client retention took the top spot.
Business development (BD) has always been the heartbeat of agency growth. But in 2025, it’s changed shape.
For the first time in JobAdder’s annual Recruitment Benchmarking Report, BD wasn’t the number-one challenge for recruiters. Instead, client retention took the top spot. That shift tells us something big: growth isn’t just about chasing new business anymore; it’s about protecting and expanding the relationships you already have.
As JobAdder’s Senior Director of Global Sales, Dan Hill shared at a recent recruitment event, the agencies thriving right now are the ones that lean into the 3C’s: commit to the motion of BD, connect across their networks, and create genuine value.
1. Commit to the motion
“The first thing recruiters need to do is commit to BD – and commit at an organisational level.”
Dan Hill, Senior Director of Global Sales, JobAdder.
Many recruiters don’t expect to become salespeople. They enter the industry because they love people and problem-solving. However, BD demands discipline, time, and structure.
Dan’s advice is to really commit to the motion of BD. Practically, that can look like:
- Set clear goals: BD can’t be ad hoc. It needs KPIs, focus time, and leadership buy-in.
- Build confidence in the role: Help consultants understand that BD is about relationships, not just revenue.
- Create playbooks: Give your team repeatable systems that reduce guesswork and keep momentum consistent.
2. Connect across the network
“To win a deal today, you might need to engage five to eight decision-makers.”
Dan Hill, Senior Director of Global Sales, JobAdder.
These days, BD success depends on the breadth of connection you’re able to foster. Most of the time, deals hinge on networks. To help you foster meaningful, impactful connections that will propel your BD and retain clients, Dan says you should:
- Map stakeholders: Identify everyone influencing hiring decisions, internally and externally.
- Bring others into the conversation: Having two or more people from your agency talking to a client significantly increases your win rate.
- Foster multi-threaded relationships: Build connections that go beyond a single consultant.
3. Create value that resonates
“Value means aligning with your client’s objectives, not just sharing something ‘useful.’”
Dan Hill, Senior Director of Global Sales, JobAdder.
In a market where loyalty is falling (from 75% five years ago to just 50% today, according to DCM Insights), recruiters can’t rely on relationships alone. They need to create business value in every interaction.
Dan advises that you ask yourself three key questions when looking at your retention and BD efforts:
- Does this interaction create business value?
- Am I sharing it in a way that builds trust?
- Does it align with their goals and pain points?
Creating value could mean offering data-driven insights, sharing benchmarks, or simply anticipating what your clients will need next.
Rethinking BD for 2025
The agencies winning right now are the ones that have shifted their mindset from “new business hunting” to relationship expansion and client stewardship.
Commit to the process, connect across your network, and create value that lasts. Then, and only then, will BD stop feeling like a “challenge” and start driving consistent, scalable growth.
The right CRM makes a big difference, too. With tools and features specifically designed to streamline and maximise your BD efforts, JobAdder can help you take your recruitment to the next level. Book a free demo with our team to see what we can do for you.
