The story
It started on the hiring side. Five years at BSkyB, from 2005 to 2010, the buyer, commissioning search across more than a hundred placements. That is where I saw it: some of the biggest companies in the country, being marketed to atrociously by good recruiters. The firms could do the work. They just had no idea how to sell it. They thought they ran a desk that sent CVs. Nobody had told them they were a business that needed a name.
So I left the buyer’s chair and built the fix. Recruitment Marketing International, known to most as Laptop Recruiter and Million Dollar Recruiter. I saw before anyone in this industry that recruiters had to market themselves, and I brought marketing into a business that had none. Fifteen years, two thousand-plus firms, the biggest name in the world doing it. Trusting a coach with your firm is a risk. With two thousand firms already through my hands, you are backing the safe bet, not the experiment. Most of the coaches selling this today learned it from me.
Then I looked at the industry again, and the ground had moved.
The marketing I pioneered went everywhere, and then AI arrived on top of it. The commodity end of recruitment is now free. Sending CVs is worthless. Every firm competing on it looks identical to the client, and the race to the bottom is nearly over. Most will not survive it.
The power-opposite of a commodity is a name. One recruiter the client hunts for, in one niche, that no one can compare and no machine can copy. That is the shift I am building for now, the same way I built for the last one.
One desk. One name. Yours.
