Choose Your Vertical
What Your Vertical Controls
Kolvera turns job ads into sales leads — but how you pitch depends on your business. Kolvera has two verticals: Recruitment and B2B Sales. A recruiter leads with a candidate. A B2B sales rep leads with a value proposition. Your vertical is set once, during onboarding, and it shapes your desk — the target market you build and work every day:
Labels, hints and worked examples in the desk wizard, plus how many roles you can track (6 for Recruitment, 10 for B2B Sales)
Who your desk suggests as the decision-maker to email — derived differently for each vertical, not from one shared list
What your vertical does not change: a campaign's shape comes from its framework (Freeform, T.I.P.S., or Float) and whether you've linked a Reverse Market Profile — not from your vertical. A Recruitment campaign and a B2B Sales campaign built on the same framework, with the same amount of business context, generate through the same engine and read the same way. The vertical difference lives entirely upstream, in how you built your desk.
Your workspace has a default vertical, set during onboarding. You can change it anytime from Settings.
Vertical Comparison
| Vertical | The Signal | Your Pitch | Roles You Track | Buyer Titles |
|---|---|---|---|---|
| Recruitment | Company is hiring → they need candidates | Lead with your candidate (Reverse Market) | Roles you place — up to 6 | Hiring managers for those roles: HR, Talent Acquisition, Ops |
| B2B Sales | Company is hiring → they have budget and are growing | Lead with your value proposition | Roles that signal growth — up to 10 | Buyers for your discipline, not the hiring manager of the signal role: CEOs, MDs, VPs, Founders |
IT/MSP, HR/Employment Law and Facilities/Commercial Cleaning were separate playbooks in earlier versions of Kolvera. They're no longer offered during setup, and a workspace still on one of them doesn't fall onto B2B Sales — it keeps its own email tone and sequence content, but its desk now runs on Recruitment's vocabulary and 6-role cap (the fallback for any vertical outside Recruitment/B2B Sales). If your workspace still shows one of the old badges, switch it to B2B Sales from Settings to get the wider 10-role cap and growth-signal buyer titles.
Recruitment Agency
The logic: Company posts a job ad = they need someone = they might need a recruiter. Your candidate is the hook.
How It Works
You scrape SEEK for roles in your niche (e.g. "Commercial Electricians in Sydney"). Kolvera ranks each lead by recency and enriches the hiring manager's email. Your desk tracks up to 6 roles you place, and its buyer titles are the people who own headcount for those roles — the same roles that are the product. You create a campaign with your Reverse Market Profile details — name, title, key skills — and AI generates a sequence that introduces your candidate, follows up with a new angle, then sends a final nudge.
Example Sequence
Best Search Configs
Target the specific role types you recruit. e.g. "Commercial Electricians", "Site Managers", "Mechanical Fitters". Exclude domestic, residential, and agency roles.
B2B Sales
The logic: Company is hiring = they're growing = they have budget and problems your solution can solve. The job ad is a growth signal, not a hiring need.
How It Works
You scrape for growth signals — companies hiring executives, sales teams, or operations roles. Your desk tracks up to 10 of these signal roles, because they're evidence, not your product. Its buyer titles are derived from your own discipline, deliberately not the hiring manager of the signal role — the VP Sales who's hiring an Account Executive usually isn't who you email if you sell marketing services. You describe your product/service, value proposition, and target pain point. AI generates consultative emails that reference their growth and position your solution.
Example Sequence
Best Search Configs
Target roles that signal budget: "CEO", "Managing Director", "Sales Manager", "Operations Manager". Companies hiring leadership are actively investing.
"Custom" — what it actually is
There's no third, fully-configurable vertical you select during setup. If neither Recruitment nor B2B Sales fits, choose Other (manual setup) on the vertical screen. That skips playbook selection — your workspace starts on Recruitment's defaults (desk vocabulary, role cap, buyer-title labels) until you configure your own search targets, email tone and banned phrases from Settings. It isn't a distinct vertical with its own signal logic; it's Recruitment's defaults, left for you to override.
Separately, when building a campaign you'll see a Vertical override dropdown under Advanced, with a "Custom" option. That's a per-campaign label only — it tags the campaign, but doesn't unlock any B2B-Sales-style desk configuration. If your campaign has no business context set, leaving this on "Auto from your account" gets you a sensible fallback description; picking "Custom" here does not.