"If you sit down with the hiring manager, ask them about their business, take a look at the resumes of employees who were previously successful in the hiring manager’s organization, and then use specialized services to deliver passive candidates that can’t be found through posting on a job board, then you are selling value. You can charge a little more and be a little less efficient, because you offer something better than the administrative paper-pushers who are selling on price (commodity). But your value has to be superior to what the hiring manager can do themselves with the right tools. As the tools (online posting, social networks, referral tools, etc.) become more advanced, the value bar for recruiting goes up."