What Staffing Firms Get Wrong About CRM Strategy

Alexandra Whitmore (00:00)
Welcome to SmartBug on Tap, the podcast where we unpack smarter strategies for growth using HubSpot and beyond. I'm Alexandra Whitmore, VP of Sales here at SmartBug Media, and I’m excited to be your host today.

I’ve spent the last several years working with companies across industries—especially staffing—helping them navigate the messy middle of sales systems and scaling. If you ever feel like your CRM is more of a time suck than a growth engine, this episode is for you.

Today we’re diving into what staffing firms get wrong about CRM strategy and what to do instead. From poor adoption and messy data to disjointed recruiter handoffs, we’ve seen it all. Joining me is Casey Peddicord, Senior Director of Channel Sales at SmartBug. Casey has worked closely with staffing firms and HubSpot’s internal teams to help organizations get more from their tech stacks and turn CRM strategy into a true driver of growth. Casey, I’m so glad you’re here.

Casey Peddicord (00:57)
So happy to be here. Thanks for having me.

Alexandra Whitmore (00:59)
Of course! So let’s jump right in. Casey, why do so many staffing firms struggle with CRM adoption and usage?

Casey Peddicord (01:08)
Great question. I can think of a few reasons right off the bat. First, user resistance—recruiters often see CRMs as extra admin work instead of a tool that helps them close more placements. If they don’t see immediate value, adoption stalls.

Second, leadership disconnect. If executives aren’t using the CRM as a true revenue tool, reporting tool, or productivity center, the team won’t either. Executive buy-in is critical.

Other factors include poor initial training, weak change management, and misaligned processes. Staffing is fast-paced, and if the CRM isn’t configured to match recruiter workflows, it becomes more of a burden than a help.

And finally, data overload—too many required fields, duplicate records, irrelevant dashboards. Instead of being a productivity engine, the CRM starts to feel like a chore.

Alexandra Whitmore (02:50)
Those are all great points. What are some signs that a staffing firm’s CRM strategy might actually be costing them placements or revenue?

Casey Peddicord (03:02)
Several red flags come to mind. Low data quality—like incomplete or duplicate records—leads to missed opportunities. Pipeline blind spots make it impossible to forecast demand accurately. Recruiters often turn to spreadsheets or sticky notes, creating manual workarounds outside the CRM.

Slow response times are another issue. Without automation and visibility, firms miss being first to submit candidates—a huge differentiator in staffing.

And finally, rep frustration. If recruiters hate the system, they won’t use it. That hurts productivity, increases turnover, and directly impacts revenue.

Alexandra Whitmore (06:15)
That’s really insightful. Let’s take it a step further: what’s the difference between just using a CRM and actually optimizing one?

Casey Peddicord (06:25)
Using a CRM is basic recordkeeping—logging calls, updating candidate records, tracking job orders. Optimizing a CRM means tailoring it to actively drive placements. That includes automation, client/candidate matching, alerts, recruiter-friendly workflows, and even AI scoring.

Think of it like owning a treadmill versus training with a coach. One sits in the corner collecting dust; the other drives real results. Optimization transforms the CRM from a system of record into a system of action.

Alexandra Whitmore (08:17)
I love that analogy. So what does a healthy CRM look like for a staffing firm?

Casey Peddicord (12:20)
A healthy CRM provides a unified view of candidates, clients, and pipelines. It automates follow-ups and reminders so recruiters don’t rely on sticky notes. It offers real-time reporting for leadership—time-to-fill, pipeline health, revenue forecasting—without manual updates.

It’s intuitive, mobile-friendly, AI-friendly, and recruiter-friendly. And most importantly, it runs on clean, maintained data. Without that strong foundation, even the best workflows collapse.

Alexandra Whitmore (16:30)
That makes a lot of sense. Let’s talk about alignment. How should sales, marketing, and recruiters work together inside a CRM?

Casey Peddicord (16:56)
They need transparency and collaboration. Sales should provide feedback to marketing on which clients and industries are most active. Marketing should run campaigns that seamlessly hand off warm leads into the CRM. Recruiters should share candidate availability and placement timelines so sales knows where to prioritize conversations.

Shared dashboards and automation tie it all together, ensuring everyone works from the same source of truth. HubSpot’s shared object structure makes this especially easy.

Alexandra Whitmore (22:04)
And how can HubSpot specifically help solve handoff and follow-up challenges?

Casey Peddicord (22:52)
Through automation. When marketing qualifies a lead, it can automatically assign it to sales. When sales closes a job order, recruiters are instantly notified. Every email, note, and call is logged in one place. Workflows and sequences prevent dropped balls and ensure no opportunity sits idle.

HubSpot essentially turns handoffs into handshakes.

Alexandra Whitmore (30:04)
Love that. What’s one quick win staffing leaders can tackle this week to improve CRM performance?

Casey Peddicord (30:04)
Audit a pipeline or workflow. Are there too many stages? Are recruiters actually using it? Are follow-ups automated? Simplifying just one or two stages and adding automated reminders can dramatically increase adoption and reduce missed opportunities.

Alexandra Whitmore (32:03)
And what about the long-term? What mindset shift should leaders adopt?

Casey Peddicord (32:26)
Shift from viewing the CRM as a reporting tool to seeing it as a revenue tool. Reports are important, but the CRM should actively drive placements, commissions, and growth. When recruiters believe the CRM helps them make money, adoption skyrockets.

Alexandra Whitmore (33:52)
So where does SmartBug come in?

Casey Peddicord (33:52)
As the world’s largest and most decorated HubSpot partner, we help staffing firms translate industry-specific processes into HubSpot, customize with guardrails, and continuously optimize. Whether it’s custom objects, automation, or ongoing administration, SmartBug helps firms turn HubSpot into their system of truth and growth engine.

Alexandra Whitmore (37:07)
That’s fantastic. Thanks so much for your time today, Casey.

Casey Peddicord (38:01)
My pleasure. SmartBug is always here to help staffing firms make their HubSpot dreams come true.

Alexandra Whitmore (38:13)
And if you feel like your CRM is more of a data graveyard than a growth engine, it’s time to reset. SmartBug has helped staffing firms of all sizes switch to HubSpot and see results fast. Check out the link in the description to connect with our team. See you next time.