Recruit the supply side of a marketplace

Kite builds the supply-side persona from what providers say in public, not from guesses about them. It searches forums, community discussions, and public posts where drivers, clinicians, or freelancers in your category talk about the platforms they work on. It reads what they praise and what they complain about, such as late payments, unpredictable hours, high fees, or clients who cancel at the last minute.

Kite also looks at how your competitors recruit. It can search Meta's ad library by keyword to see the recruiting ads running in your market, including the copy, the images, the landing pages, and how long each ad has been running. An ad that has run for months is usually one that works, and its promise tells you what providers respond to.

The finished persona describes who the providers are, what they do today, the reasons they would add another platform, and the objections that stop them. It keeps the exact phrases providers use, because a pitch written in those words sounds like someone who understands the job. For example, a home-care marketplace might learn that its nurses care less about the hourly rate than about choosing their own shifts and not having to chase payment.

Kite saves this persona as its own profile in your knowledge base, separate from your buyer profile. Every piece of supply-side work after that starts from it, so a recruiting email and a buyer landing page never get mixed up.

The fastest way through the chicken-and-egg problem is to recruit a narrow slice of supply that buyers are already asking for. A marketplace with steady demand for weekend dog walkers in Austin will grow faster by filling that gap than by recruiting every kind of pet care provider in every city.

Kite works out where that gap is from what it knows about your business and the data you share with it. You can tell Kite where requests are going unfilled, or connect your CRM or analytics so it can see which categories and locations get the most searches and inquiries. Kite then proposes the provider type, location, and number of sign-ups worth aiming for first, and explains why.

The same reasoning applies before you have any buyers. Kite recommends starting with one tight niche where a small group of providers can deliver a good experience, so the first buyers find someone available and come back.

A recruiting pitch works when it answers the provider's real questions in plain terms, before they have to ask. Kite writes the pitch from the supply-side persona, so it leads with the reason that matters most to that provider and handles the objection that usually stops them.

Most provider pitches need to answer the same handful of questions:

• How much will I earn, and how does that compare with what I make now?
• How much control will I have over when and where I work?
• How quickly will I get my first job or client?
• When and how do I get paid?
• What does it take to sign up, and what do you check?

The emphasis changes with the provider. A pitch to rideshare drivers might lead with weekly payouts and the hours that pay best in their city. A pitch to clinicians might lead with choosing shifts, the licensing checks you handle for them, and how quickly credentialing finishes. A pitch to freelancers might lead with the quality of the clients and the fact that they won't have to bid against dozens of others for each project.

Kite turns the pitch into the pieces you need to use it: a short positioning statement for providers, a headline and supporting points, email and social versions, and the answers to common objections. If you have real earnings figures or provider stories, Kite uses them. When you don't, it tells you which proof would make the pitch stronger and how to collect it.

Every recruiting message needs a page that finishes the job, so Kite builds a dedicated page for providers rather than sending them to your buyer homepage. The page makes the pitch, answers the common questions, shows proof such as earnings examples or provider quotes, and ends with a clear way to apply.

On a website Kite hosts, Kite builds the page, adds the application form, and publishes it once you approve it. It tracks visits, form submissions, and clicks on the call to action so you can see how many providers who arrive actually apply. If your website runs on a supported content system such as Webflow, Kite can publish the page there instead.

Kite chooses the channel based on how your providers can be found. Professionals with public work profiles, such as fractional CFOs, physical therapists, or senior designers, can be contacted directly. Drivers, couriers, and many gig workers are easier to reach through social posts, ads, and community conversations.

For direct outreach, Kite searches public professional profiles by job title, location, and seniority, and finds a professional email address when the source provides one. It scores each person from one to five against the provider criteria you agreed on and explains each score. Then it writes a short personal email that mentions something true about that person's work and explains why your marketplace is worth their time. After you approve the emails, Kite sends them from your team's Kite email address or a connected email product and follows up on a schedule.

For broader recruiting, Kite writes social posts in the provider voice and can publish them through your connected social accounts once you approve them. It also writes ad copy for platforms such as Meta, LinkedIn, and TikTok, with each line checked against the platform's limits. When providers are discussing your category in a Reddit thread or public forum, Kite can find the conversation and draft a helpful reply that mentions your platform where it fits.

Kite judges supply-side marketing by the providers it brings in, not by clicks. It follows applications from the recruiting page, replies to outreach emails, and, with your CRM connected, how many applicants finish onboarding and take their first job.

Those results show which messages and channels work. If clinicians reply to emails about flexible shifts but ignore emails about pay, Kite rewrites the next round to lead with flexibility. If the recruiting page gets visits but few applications, Kite proposes a change to the page and measures the result. When the first gap is filled, Kite looks at where demand is outrunning supply next and proposes the following target.

You can put this check on a schedule. For example, Kite can send you a short report every Monday with new applications, the best-performing message, and whether your buyers are still waiting on any category or location.