I work in recruitment as well and agree that it is so hard to differentiate yourself from other firms.

Here in the Philippines they are usually called headhunters and have developed a nasty reputation of promising the moon to candidates and when they get to a prospective employer they get disappointed and waste both the time of the job seeker and employer.

We need to be able to manage expectations.

Today's recruiter is a combination of a social media advertiser, account manager to clients, trainer to job seekers and at times a speech therapist as well.

Great post.