Segment 1. Recruitment
Owner or MD of a UK perm, contract or search agency (typically 10 to 50 consultants), the consultant, and the solo recruiter. Buyer: owner or MD. Motion: direct up to about 10 seats. Typical entry: 5 to 15 seats, the consultants who will actually post. Main competitor: Paiger. Background: about 5,555 recruitment businesses with 10 to 249 staff (ONS 2026). Route in: introductions, referrals, inbound; Recruitment Agency Expo, ExCeL London, 16 to 17 March 2027; owner peer networks (many have a no-selling rule).
Care about. The owner has told the team to post more more than once and wants to stop being the nag. Lead with visibility, voice, governance and speed. Never lead with engagement: on our reading of LinkedIn's developer terms, using engagement data for "prospective talent for hire" or lead creation is prohibited (research, not legal advice; D1 open). Triggers: the "post more" speech again; a star biller leaves; new consultants invisible for months; a quiet quarter after nobody posted.
Opening, owner or MD"Alex, who founded Maktura, found this with his own team, and I suspect it's familiar: he told the team to post more, it lasted about a fortnight, and it went back to the same two people. Is that how it is for you?"
Opening, individual or solo recruiter: "When did you last post something on LinkedIn you were proud of? How long did it take? If it's an hour, that's why it doesn't happen. What we've built writes the first version in your voice; you change what you'd change and decide whether it goes out."
Key discovery. When did you last tell the team to post more, and what happened in the fortnight after? Who posts regularly today, and what is different about them? Honestly, how many consultants would use this in week one?
Demo. The moment: "Write me three posts on the new IR35 changes", then the prospect's own voice with consent. Morning list; team calendar ("Plan my posts for next week: two market updates and one about the team, at the suggested best times"); rules and approvals for new starters; Watch on clients and competitor agencies as news subjects, no alert numbers. Holly: Suggest, approvals on for new starters.
Objections
| Objection | Answer |
|---|---|
| "We've looked at Paiger. It's cheaper." | "It's a decent product and it knows recruitment. It now drafts in each consultant's voice with approval by text, and from their own website this month the personal brand module is about £48.30 per consultant a month on a twelve-month term. Where we're different is the whole firm: your rules flagged before your approver sees a post, approval chains, compliance oversight, Watch on your clients, Holly doing the routine work, and nothing rolls over without a conversation. When a consultant approves by text, what record do you see?" Never say Paiger posts without review |
| "My consultants bill. They don't write." | "Agreed, and they still won't. Holly writes the first version in their own voice from what's happening in their market. Their job is to read it, change what they'd change and decide." |
| "Will LinkedIn ban us?" | "Maktura doesn't automate likes, comments, connection requests or messages, we don't hold your password, and we recommend a person approves every post." |
| "AI posts all sound the same." | "I'd rather you posted nothing than something that sounds like everyone else. LinkedIn launched a button in July to report AI slop; flagged posts see roughly 40% fewer views, per press reports of LinkedIn's figures. That's why each person's voice is built from their own writing. I won't call it undetectable." |
| "Consultants leave and take their audience." | "A firm can't own someone's network, and I wouldn't trust a tool that said it could. What stays is the system: calendar, campaigns, rules, habit. A new joiner has it on day one." |
| "Can you do better on [open band price] a head?" | "No, and I'd rather tell you that straight than pretend to go and ask. Can I show you the sum on your numbers? Worked illustration, and I'm labelling it as exactly that, because I'm not going to pretend this is a forecast. What's your average fee? [Wait.] If it only works for three of your ten consultants, and each wins one extra piece of business a year from being visible, that's three of your fees against [team-of-ten figure for the open band]." |
CRM question: the spine wording, exactly. "Let's start with one consultant": "You can. Seats you add later come in at your band, with one limit: [the anti-gaming line, as written]. We'd suggest starting with the five or so who'll actually post."
Offer and path. Open founding band, payment at sign-up, onboarding, Suggest, 30-day review; over 10 seats or a group is considered, with a mutual action plan. First success, for example "all six posting twice a week for a month". Flag engaged agencies for Founding Design Partner (D4) without describing terms. Growth: first desk, then other desks and every new joiner.
Not to say. "Hiring managers and candidates raising a hand"; "a fee walking towards you"; "your call list every morning"; "one name is one placement"; anything about a CRM connection; "Paiger posts without review"; any fee figure that is not the buyer's own; any trade body endorsement. Many recruiters are sole traders: PECR applies to our outreach.