By Sagar Shankaran, Founder of CallSphere
A procurement agent shortlists staffing suppliers overnight. The five facts that make your firm readable, plus what one shortlist slot is worth in peak season.
Key takeaways
Sixty-six percent of US small businesses now use AI in some form, up from 55% a year ago. Read that number the way a staffing owner should read it: it is not about whether you use AI. It is about the fact that two thirds of the companies you sell to are now doing part of their supplier research with software, at hours when nobody at your firm is awake, and that software forms an opinion about your firm before a human at that company ever sees your name.
The peak-season RFI you did not receive last October was probably not a decision anyone made about you. It was a shortlist built at 11 p.m. from what could be read, and your firm could not be read.
Picture the person on the other side: an operations manager at a third-party logistics company with a distribution center outside Wilmington, staring at a peak plan that needs 40 order pickers on 2 October and 65 by Thanksgiving week. Twelve months ago she would have called two incumbents and asked her network. Now she gives the job to an assistant that runs for an hour and comes back with a table.
What she asks it for is specific, because procurement in this trade is specific: suppliers within 30 miles of the DC that staff light industrial, that are registered as an employer for unemployment in both Delaware and Ohio, that carry general liability at $1M per occurrence and $2M aggregate with the client named as additional insured and a waiver of subrogation on workers compensation, that can produce a certificate of insurance the same day, that hold a diversity certification if her company has a supplier diversity target, and that have supplied 40-plus bodies to a single site before.
Being legible to a buyer's agent means publishing, in plain language a machine can read, the handful of facts a staffing buyer screens on before anyone talks: where you are registered to employ, what job families you actually staff, how fast you can start, and what your insurance, licensing and certifications say. Most staffing websites publish none of them. They publish a photograph of people shaking hands, three sentences about partnership, and a contact form.
These are the ones that come up over and over in the screening questions buyers' agents are being given:
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Add two more that cost you nothing: a stated response time ("staffing requests answered within two business hours, 6 a.m. to 8 p.m. Eastern") and a real after-hours contact route. Both get read, and both are differentiators in a trade where the honest average response to a cold RFI is a day and a half.
flowchart TD
A["Ops manager: 40 pickers, Wilmington DC, 2 October"] --> B["Agent checks service area and job families"]
A --> C["Agent checks state registrations and licensing"]
A --> D["Agent checks insurance limits and mod rate"]
A --> E["Agent checks VMS presence and diversity certification"]
B --> F["Shortlist of four suppliers"]
C --> F
D --> F
E --> F
F --> G["After-hours message or call to each firm"]
G --> H["Account executive follows up Wednesday 7:40am"]
Two things. Machine-readable business listings and agent-to-agent contact went from a demonstration to something ordinary buyers' software actually uses, so the party contacting you may itself be an assistant doing research, comparing suppliers or booking a call for someone. And those assistants became capable of long unattended research runs — ChatGPT Work landed 9 July and works on a goal for hours; Claude Cowork has been in non-technical hands since 12 January. A procurement manager who used to make twenty minutes of phone calls now sets a search going before dinner.
The uncomfortable consequence for a staffing firm: your first impression is no longer your account executive. It is your capabilities page, your Google Business Profile hours, and whether the certificate of insurance requirements you meet are stated anywhere a machine can find them. Firms that win in this pattern are not the ones with the best websites. They are the ones whose facts are stated plainly and are current.
The run happens the same way. This time your service-area page lists New Castle County and the Wilmington zip codes, your capabilities page names order picker, RF scanner and reach truck class II, your compliance page states your general liability and workers compensation limits, your modification rate and the fact that you are onboarded in Beeline, and your firm's page says peak-season requests get a same-day staffing plan from September through December.
You make the four. At 11:20 p.m. a message hits your web chat asking whether you can support 40 starts on 2 October at a specific address, and whether you can produce a certificate of insurance naming their entity as additional insured. That question gets answered, the assignment details get captured, and a slot on your account executive's Wednesday morning goes on the calendar. Wednesday at 7:40 your AE calls a buyer who already has your insurance answer, rather than starting a week-long email exchange from cold.
Illustrative peak-season numbers for a light-industrial branch:
| Contractors on the assignment | 40 |
| Hours per week each | 36 |
| Bill rate | $22 |
| Weekly revenue | 40 × 36 × $22 = $31,680 |
| Gross margin | 25% |
| Weekly gross profit | $7,920 |
| Peak season length | 14 weeks |
| Gross profit from one account | $110,880 |
| Cost of becoming readable | about 12 hours of a marketing coordinator plus your existing website |
| Chance of winning any given shortlist | 1 in 4 |
| Expected value of appearing on one shortlist | $27,720 |
The honest reading of that table is the last two rows. Being readable does not win you the account; it gets you into the set of four. Everything after that is your account executive, your fill rate history and your rate. But you cannot win a bid you were never in, and in October a light-industrial branch does not get many at-bats.
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It cannot sign a master service agreement, and it will not settle the indemnification and co-employment language that decides whether a staffing contract is worth taking. It cannot judge whether your on-site coordinator will actually be at the DC at 5:30 a.m. on the first Monday. It cannot tell whether your fill rate history came from three easy accounts or twelve hard ones.
It also cannot save you from being wrong on your own pages. If you publish that you cover a county you cannot recruit in, or a modification rate that is a year stale, you will get shortlisted into a request you cannot fill and you will burn the relationship in one week. Publish only what your branch managers will stand behind, and put a review date on the compliance page.
And there is a line worth holding on rates. Publishing bill rates invites a comparison on price with firms whose fill rate and safety record are nothing like yours. Publish your range structure if you want, or publish nothing on price — but publish everything on capability, coverage and compliance, because those are the filters that decide the shortlist.
No. Search ranking is about being found by a person browsing results. This is about a shortlist filter reading four or five specific facts and deciding whether you clear a threshold. A firm can rank first for "staffing agency Wilmington" and still be dropped from the list because its insurance limits are not stated anywhere.
Your web traffic records will show visits that read several specific pages in seconds and never scroll, often at odd hours, and your chat and after-hours contact volume rises before any human conversation happens. Watch the ratio of after-hours enquiries to daytime ones over a quarter — in the firms tracking it, that ratio is moving.
It matters more, not less. MSP program managers are running the same searches when they add suppliers to a program, and supplier diversity teams are running them when they need to hit a spend target by quarter end. The relationship gets you the meeting; the readable compliance facts are what stop you being screened out before the meeting is scheduled.
One page listing the counties and zips you cover, the job titles you fill, your states of registration, your insurance limits and your VMS presence, with a date on it. Plain text, no graphics of it. That single page does more than a website redesign.
The last step of that 11 p.m. search is contact — a chat message or a phone call outside your business hours, from a buyer or from an assistant acting for one. CallSphere builds AI voice and chat agents that answer your line and your web chat around the clock, answer the routine coverage and capability questions, capture the site, headcount and start date, and book time with your account executive. It does not negotiate your rates or sign your MSA. It makes sure the enquiry that arrived while your branch was dark is on someone's calendar by morning instead of sitting in a form inbox until Thursday.
Written by
Sagar Shankaran· Founder, CallSphere
LinkedInSagar Shankaran is the founder of CallSphere, where he builds production AI voice and chat agents deployed across healthcare, hospitality, real estate, and home services. He writes about agentic AI, LLM engineering, and shipping voice agents that handle real calls in production.
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