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In this live episode of Recruiting Better, host Ben Browning is joined by Alex Elliott, the founder of Phase 6 Advisory and co-founder of Liquid Personnel, for a candid discussion at the Recruitment Expo in London.

Alex shares what it really takes to scale a recruitment business, breaking down why most agencies fail at business development and how the solution lies in shifting from a people-led culture to a systems-driven structure. From building a strong sales playbook to identifying ideal clients, understanding market problems, and creating repeatable processes, Alex draws on his own experiences scaling and exiting a successful recruitment business.

This episode is essential listening for any recruitment leader looking to bring clarity, structure, and commercial intelligence into their business development strategy.

Key Takeaways:

From People to Systems – Scale requires structured, system-led operations.

Master the 5 Sales Processes – Territory, call, account, opportunity, and coaching.

Start with the Real Problem – BD must solve actual business challenges, not just fill roles.

Make Your Playbook Usable – Keep it visual, practical, and accessible.

Expand, Don’t Just Manage – Grow client value with consistent strategic reviews.

Know Your ICP – Focus on clients you can truly help and grow with.

Coaching Should Drive Metrics – Tie development to measurable results.

Build Organizational Intelligence – Share internal know-how to scale smarter.

Noteworthy Quotes:

“You’ve got to go from being a people-led business to a systems-led business.” – Alex Elliott

“If your recruitment business stopped existing tomorrow, would your clients even notice?” – Ben Browning

“Jobs come from accounts. Accounts don’t come from jobs.” – Alex Elliott

“Great coaching should move a number. Otherwise, it’s just a chat.” – Alex Elliott

“Stop managing accounts—start expanding them.” – Ben Browning

Key Timestamps:

[00:00:00] – Episode Highlights & Call to Action

[00:01:40] – Introduction and Why Sales Playbooks Are Critical to Scaling

[00:05:21] – The Power of Visual and Physical Playbooks

[00:07:55] – The 5 Core Sales Processes Every Agency Needs

[00:10:34] – Coaching Rhythm & Measuring Performance with Numbers

[00:15:59] – Defining Tier 1 Clients Using Three Criteria

[00:18:35] – Understanding Buyer Personas and Tailoring Messaging

[00:23:50] – Maximizing Client Value: Tactical vs. Strategic Account Expansion

[00:26:04] – Building a Strategic Account Expansion Plan

[00:30:31] – Organizational Intelligence & Final Thoughts

Follow our guest Alex Elliott on:

LinkedIn: https://www.linkedin.com/in/alexelliott123/

Company LinkedIn: https://www.linkedin.com/company/phase-6-advisory/

Website: https://www.liquidpersonnel.com/

Follow the Host Ben Browning on:

LinkedIn: https://www.linkedin.com/in/benbrowningrec/

Follow Recruiting Better Podcast on:

YouTube:

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In this live episode of Recruiting Better, host Ben Browning brings together a panel of three recruitment leaders to delve into the findings of the State of BD 2025 report, an in-depth look at business development strategies across 500+ recruitment firms.

Ben is joined by Ben Cawthorne, Director at SW6 Associates, Roheel Ahmad, Founder of Imagine AI & Co-founder of Forsyth Barnes and Chris Ryan, COO at BGC. Together, they unpack the report's insights from the startling stat that 76% of recruiters have no BD plan, to the shift in sales culture post-COVID, and how companies can better equip their teams for scalable success.

Whether you're a recruitment founder, consultant, or team leader looking to sharpen your BD approach, this episode is filled with honest takes, real-world examples, and actionable strategies.

Key Takeaways:

No BD Plan = No Scale – 76% of recruiters lack a business development strategy, which holds them back from real growth.

Sales Culture Has Changed – Remote work and market shifts have weakened the BD mindset, especially for juniors.

Osmosis Still Matters – Being around top billers in person offers learning you can’t replicate through Zoom or training decks.

Structure Over Hustle – Playbooks, process clarity, and leadership alignment are critical to long-term BD success.

Don’t Skip the Basics – Even senior leaders should be trained in sales fundamentals to set an example for junior teams.

You Can’t Sell What You Don’t Understand – BD should start with market research to define the problem you solve.

Short-Term Thinking is Risky – Sustainable success requires moving beyond quick wins to strategy and systems.

Noteworthy Quotes:

“We've been account managers, not recruiters. But that won’t work in new markets.” – Chris Ryan

“Most recruiters don’t need sales help, they need clarity, structure, and real leadership.” – Roheel Ahmad

“Sales culture in your bedroom is hard. Junior consultants miss the energy of an office.” – Ben Cawthorne

“Only 33% of recruiters listen back to their calls. That’s a huge missed opportunity.” – Ben Browning

“Let’s not lose the relationship in the rush to automate everything.” – Chris Ryan

Key Timestamps:

[00:00:00] – Episode Highlights and Call to Action

[00:01:35] – Guests Introduction and 76% of Recruiters Lack a BD Plan

[00:04:18] – Shifting from Blue Collar to Strategic Sales

[00:06:20] – Culture Shift: From Passive to Proactive BD

[00:10:09] – Why Listening Back Matters And Osmosis Isn’t Enough

[00:14:09] – Are You in the Right Market? A Look at Fit & Motivation

[00:15:01] – Leadership Blind Spots in Setting Up Contract Teams

[00:17:24] – BD as Market Research: Start with the Problem

[00:22:24] – Only 43% of Recruiters Feel Seen as Experts

[00:25:51] – Process as the Shortcut to Expertise

[00:28:56] – Final Thoughts on the Future of BD in Recruitment

Follow our Guests Ben Cawthorne, Roheel Ahmad & Chris Ryan on:

Roheel Ahmad LinkedIn: https://www.linkedin.com/in/roheelahmad/

Websites: https://imagine-ai.com/

https://www.forsythbarnes.com/

Ben Cawthorne LinkedIn:

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In this episode of Recruiting Better, host Ben Browning sits down with Zac Thompson and Jack Frimston from We Have a Meeting to discuss the power of cold calling in modern sales. They break down why cold outreach remains one of the most effective ways to connect with decision-makers and how sales professionals can refine their process to achieve better results.

Zac and Jack share their thoughts on sales methodology, the importance of discipline in sales, and how businesses can create a structured approach to prospecting that delivers consistent results. They also explain the psychology behind effective communication, the role of pattern interrupts, and why cold calling is far from dead.

Whether you're a recruiter, sales consultant, or business leader looking to refine your business development strategies, this episode is packed with actionable insights to help you drive better conversations and close more deals.

Key Takeaways:

Cold Calling as a Competitive Advantage – Why a well-executed cold call stands out in today’s digital-first sales world.

Breaking Patterns for Better Sales Engagement – How to use psychology to create more engaging sales conversations.

Inbound vs. Outbound Lead Quality – Why outbound sales often result in better-qualified leads.

The Discipline of Sales – How structure, consistency, and intentionality separate top performers.

Motivation & Mindset in Sales – How discipline, stoicism, and self-awareness contribute to long-term success.

Sales Playbooks & Process Optimization – How to build a structured approach to cold outreach that maximizes conversions.

The Power of Data & Direct Mail – Strategies for obtaining the best contact data and leveraging personalized outreach.

Noteworthy Quotes:

"A well placed, well delivered cold call is now novel again." – Zac Thompson

"Not all meetings are created equally. Salespeople need to respect their time and the prospect's time by qualifying effectively." – Jack Frimston

"Discipline in sales isn’t just about making calls; it’s about creating a structure that ensures consistent success." – Ben Browning

"Most recruiters don’t have a sales problem; they have an input problem." – Zac Thompson

"Sometimes your USP isn’t your service, it’s how you sell." – Jack Frimston

Key Timestamps:

[00:00:00] Introduction and Episode highlights

[00:04:05] Why Cold Calling Remains Effective

[00:06:24] The Role of Pattern Interrupts in Sales

[00:07:40] The role of cold calling over the next few years

[00:12:55] Inbound vs Outbound Lead Quality

[00:17:08] The Importance of Structure and Process in Sales

[00:23:40] The Stoic Approach to Sales and Motivation

[00:28:04] Finding the Right Sales Data and Contact Information

[00:32:17] Direct Mail and Unique Sales Approaches

[00:41:26] How to Motivate Sales Teams

[00:50:19] The Common Mistakes Recruiters Make in Business Development

Follow the Guest Jack Frimston:

LinkedIn: https://www.linkedin.com/in/jack-frimston-5010177b/

Website: https://www.wehaveameeting.com/

Follow the Guest Zac Thompson:

LinkedIn: https://www.linkedin.com/in/zac-thompson-33a9a39b/

Website:

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In this episode of Recruiting Better, Ben Browning challenges the conventional wisdom that training alone is the key to recruiter success. Instead, he shares ten powerful strategies that top-performing recruiters use to break through plateaus and dramatically increase their billings. Drawing from his personal experiences and the successes of elite recruiters, Ben highlights the importance of mindset, self-review, and consistent process execution. If you're a recruitment consultant or leader looking to elevate your business development (BD) strategy and performance, this episode is packed with actionable insights.

Key Takeaways:

Listening to calls – Reviewing your own calls helps refine messaging and improve effectiveness.

Listening to other calls – Learning from colleagues’ calls provides new perspectives and strategies.

Watching meetings – Observing client interactions helps identify areas for better engagement.

Reviewing customer feedback – Gaining direct insights from clients enhances service and approach.

Making a clear plan – A well-structured BD strategy increases execution consistency.

Pipeline reviews – Regularly analyzing deals ensures stronger forecasting and decision-making.

Pre-mortem – Anticipating risks before they happen helps mitigate potential deal failures.

Following a process – Consistency in execution leads to scalable and predictable results.

Listening to your clients/candidates – Understanding their priorities improves relationships and success rates.

Coaching – Continuous feedback and development drive performance growth over time.

Noteworthy Quotes:

"The difference between a half-a-million biller and a 150K biller isn’t skill, it's how they apply their skills." – Ben Browning

"If business development feels boring, that’s a good sign it means you have a predictable, scalable process." – Ben Browning

"There is no difference in raw potential between you and the top billers, the difference is how they manage themselves." – Ben Browning

Key Timestamps:

[00:00:00] Introduction to the episode

[00:02:57]10 Steps overview and personal life journey

[00:04:45] Importance of self-development over just sales tactics

[00:05:44] Case studies of successful recruiters implementing personal development

[00:07:57] Invitation to Recruitment Agency Exhibition

[00:09:20] Reviewing calls and meetings to improve performance

[00:13:06] Using AI and technology for performance reviews

[00:14:55] Seeking 360-degree feedback from colleagues and clients

[00:18:00] Creating and sticking to a simple, scalable plan

[00:21:00] Running a pre-mortem to identify and address potential risks

[00:25:02] Reviewing data and tracking performance to improve results

[00:26:50] Keeping a performance journal for personal growth

[00:28:46] Closing thoughts and reminder about the live event

Follow the Host:

Ben Browning on LinkedIn: https://www.linkedin.com/in/benbrowningrec/

Follow Recruiting Better Podcast on:

YouTube:https://www.youtube.com/@recruitingbetter

Email: ben@beresonant.co.uk

LinkedIn:

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In this episode of Recruiting Better, Ben Browning discusses how recruitment consultants can overcome common challenges in business development (BD). Many consultants hesitate to focus on sales, either because they don’t feel confident or believe it’s not part of their job. Ben explains that the real issue often lies in a lack of clarity and structure within the organization. Without a defined strategy, many recruiters aren’t sure how to approach BD, which can hurt their confidence. Ben stresses that creating a clear sales process is essential for boosting motivation and success.

Ben also talks about why traditional sales methods aren’t as effective anymore. He encourages recruitment leaders to shift from transactional sales, like filling vacancies quickly, to building long-term relationships with clients. By offering real solutions instead of just completing tasks, consultants can improve their value. Tracking the right metrics and aligning them with business goals is another key point Ben brings up to help teams stay focused and motivated. This episode is a must-listen for recruitment leaders who want to create a high-performing team that grows the business sustainably.

Key Takeaways:

Clear Metrics and Process – Having clear goals and an effective process is key to motivating your team and driving success.

Building Confidence in Sales – Many recruiters are unsure about sales. Ben offers tips on how to help them feel more confident in business development.

Rethinking Old Sales Methods – Traditional methods like focusing on call volume or CV-to-job ratios no longer work. It’s time to focus on building real client relationships.

Clarity Drives Motivation – When recruiters lack a clear strategy, their motivation suffers. Giving them clarity helps boost their drive.

Moving from Transactional to Solution-Focused Sales – Great salespeople stop focusing on quick wins and start offering long-term solutions to clients.

Tracking What Matters – Instead of focusing on outdated KPIs, recruiters should track things like call outcomes and client engagement to see what really works.

Adapting to New Sales Channels – With evolving technology, sales strategies need to focus on quality and personalization to keep up with the times.

Noteworthy Quotes:

"When recruiters don’t believe their actions will lead to results, their motivation to do business development drops." – Ben Browning

"Sales hasn’t changed, but how we use phones, email, and DMs has evolved drastically. We need to keep up." – Ben Browning

"Motivation comes when everyone knows what to do and believes it’ll work." – Ben Browning

"Training is important, but what really drives success is tracking the right things and constantly improving." – Ben Browning

Key Timestamps:

[00:00:00] Sales as empowerment and inspiration

[00:01:26] Business leaders improving performance

[00:02:56] Strategy vs. training in recruitment

[00:04:42] ROI challenges in training

[00:07:38] Confidence & consistency in BD

[00:10:15] Building a strong sales culture

[00:11:37] Storytelling in sales

[00:13:04] Market research in sales

[00:14:55] Buyer-centric sales strategy

[00:16:40] Tracking key sales metrics

[00:18:40] Coaching & training impact

[00:21:16] Competitive advantage in hiring

[00:22:49] Defining target clients

[00:24:07] Strategic prospecting

[00:26:40] Closing strategies

[00:28:42] Aligning BD with sales strategy

[00:30:19] Scaling with the flywheel effect

[00:32:35]...

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In this episode of Recruiting Better, Ben Browning tackles the common challenges recruitment consultants face when it comes to business development (BD). Many consultants hesitate to focus on sales, either because they don’t see it as part of their job or they feel nervous about asking for big commitments. Ben explains that the root cause of this hesitation often comes from a lack of clarity and a defined strategy within organizations. With so many recruiters unsure of how to approach BD, Ben stresses the importance of having a clear and effective sales process to help boost their confidence and motivation.

Ben also explores why traditional sales methods are no longer effective and how recruitment leaders need to shift their focus from transactional sales to building long-term relationships with clients. Instead of just filling vacancies, consultants should position themselves as trusted advisors offering real solutions. By tracking the right metrics and aligning them with business goals, recruitment organizations can help their teams feel more confident and motivated to generate new business. This episode is perfect for recruitment leaders who want to create a motivated, high-performing team focused on growing business.

Key Takeaways:

Clear Metrics and Process – To motivate your team, you need clear goals and a process that everyone believes will work.

Building Confidence in Sales – Many recruiters are nervous about doing sales. Ben talks about how to help them step up and get comfortable with business development.

Rethinking Old Sales Methods – The old way of focusing on things like call volume or CV-to-job ratios isn't working anymore. Instead, we need to focus on building real client relationships.

Clarity Drives Motivation – Many recruiters aren’t sure what to do because they lack a clear strategy. Giving them that clarity will increase motivation.

Moving from Transactional to Solution-Focused Sales – The best salespeople stop thinking in terms of quick transactions and start offering long-term solutions to clients' problems.

Tracking What Matters – Ben stresses that instead of focusing on traditional KPIs, recruiters should track things like call results and client engagement to see what’s actually working.

Adapting to New Sales Channels – With technology changing, the way we reach clients needs to evolve too. Sales strategies must focus on quality and personalization.

Noteworthy Quotes:

"When recruiters don’t believe their actions will lead to results, their motivation to do business development drops." – Ben Browning

"Sales hasn’t changed, but how we use phones, email, and DMs has evolved drastically. We need to keep up." – Ben Browning

"Motivation comes when everyone knows what to do and believes it’ll work." – Ben Browning

"Training is important, but what really drives success is tracking the right things and constantly improving." – Ben Browning

Key Timestamps:

00:00:00 – Introduction on motivating recruitment consultants in business development.

00:03:31 – Discussing how outdated sales strategies are demotivating the team.

00:05:04 – Why traditional metrics like call volume aren't motivating consultants anymore.

00:06:08 – The difference between transactional sales and offering solutions to clients.

00:08:29 – How consultants worry about the quality of their messaging in BD.

00:09:23 – Ben reveals that 76% of recruiters don’t have a clear business development strategy.

00:10:02 – Why lack of clarity is causing frustration and low motivation in BD.

00:11:40 – How understanding your...

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Welcome to the Recruiting Better podcast! This week, we’re speaking with James Ellis, Chief Brand Builder at Employer Brand Labs. With over a decade of experience, James is an expert in employer branding and a well-known voice on platforms like LinkedIn and YouTube.

In this episode, James talks about how employer branding can transform the way recruiters work. He explains why focusing on what makes a company unique is more effective than trying to appeal to everyone. James shares practical advice for building trust with candidates and creating meaningful connections. Whether you're a recruiter, HR professional, or employer branding specialist, his insights offer a fresh perspective on creating lasting and impactful strategies.

Key Takeaways:

Embracing Credibility with Employer Branding:

James highlights the importance of honesty and transparency in branding to build trust and resonate with the right candidates.

The 3D Framework: Goal, Experience, Reward

James’s innovative model for employer branding focuses on mission-driven goals, unique work experiences, and tailored rewards to differentiate and attract the perfect hire.

Solving Recruitment Challenges through Differentiation

Instead of mimicking big-name strategies, James advocates for recruiters to explore unique avenues and target niche candidates.

Personalized Recruiting for Long-term Success

James shares strategies for recruiters to enhance engagement by crafting tailored, one-to-one messaging.

The Power of Employer Branding for Small Companies

Employer branding isn’t just for large corporations. James explains how smaller firms can leverage distinct branding to compete with industry giants.

Noteworthy Quotes:

"Your job as a recruiter isn’t to sell—it’s to set expectations." – James Ellis

"If you sound like everyone else, you’ll lose like everyone else." – James Ellis

"Transparency isn’t optional—it’s essential for trust in recruitment." – James Ellis

"Recruiters should be matchmakers, not salespeople." – James Ellis

Key Timestamps:

[00:00:00] Episode highlights and introduction

[00:01:53] Introduction & importance of employer branding

[00:02:54] Guest Introduction & Employer branding as a game-changer

[00:06:39] Understanding what makes a job unique

[00:10:19] Employer brand vs. traditional sales tactics

[00:16:34] Employer branding for small vs. large companies

[00:23:49] Three pillars of employer branding (Goal, Experience, Reward)

[00:29:40] Employer branding as a tool for recruiters

[00:32:18] Credibility through transparency in job descriptions

[00:37:29] Using employer branding to target the right candidates

[00:47:52] Practical framework for employer branding in recruitment

Follow the Guest James Ellis:

LinkedIn: https://www.linkedin.com/in/thewarfortalent/

Website: https://www.employerbrandlabs.com

Follow the Host Ben Browning:

LinkedIn: https://www.linkedin.com/in/benbrowningrec/

Follow and Watch:

YouTube:

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In this episode of the Recruiting Better Podcast, host Ben Browning uncovers why traditional recruitment methods may be holding you back and shares a transformative approach to elevate your recruitment game. Drawing from real-world experiences and proven strategies, Ben illustrates how recruiters can secure committed clients, create a predictable revenue pipeline, and position themselves as indispensable partners in the hiring process.

Through insightful discussions and practical advice, this episode equips both novice and seasoned recruiters with the tools to enhance their impact, navigate industry challenges, and foster meaningful client relationships. Whether you're seeking to refine your approach or achieve greater success in recruitment, this episode delivers actionable steps to transform your career.

Key Highlights:

1. Breaking the Cycle of Hard Recruitment: Understand why focusing on job-to-job opportunities limits your impact and discover a new approach to securing long-term client relationships.
2. From Transactional to Transformational: Learn how to position yourself as a trusted consultant who adds measurable value to clients’ hiring strategies.
3. The Power of Pipeline Predictability: Build a consistent flow of opportunities by fostering client commitment and planning ahead for future roles.
4. Transforming Hiring Into a Competitive Advantage: Explore how improving hiring strategies can help clients achieve business goals and give them a competitive edge in their industry.
5. Engaging Hiring Managers: Discover how acting as a recruitment coach can empower hiring managers to make better decisions, reduce turnover, and enhance team performance.
6. Metrics That Matter: Delve into key performance indicators like time-to-hire, quality of hire, and stakeholder satisfaction to demonstrate your value as a consultant.

Noteworthy Quotes

"When you take on a job order, you have very little control—key decisions are already made before you’re involved." – Ben Browning

"Transactional recruitment diminishes your value and shifts the focus to the job, not the partnership." – Ben Browning

"If everyone is chasing job orders, the best way to stand out is to take a different approach." – Ben Browning

"The best recruiters don’t just fill jobs; they transform how their clients hire." – Ben Browning

Key Timestamps:

[00:00:00] Episode Highlights

[00:01:47] Introduction: Why most recruiters are doing it the hard way

[00:05:40] Building a predictable pipeline for long-term success

[00:06:21] Why focusing on individual job orders weakens your positioning

[00:08:21] The alternative: Transformational recruitment strategy

[00:10:19] How to turn hiring into a competitive advantage

[00:14:40] Increasing recruiter value and creating client advocacy

[00:17:43] Differentiation: Why most recruiters struggle to stand out

[00:20:47] Recruitment strategies: AI, attraction, and selection techniques

[00:25:47] Shifting from transactional to transformational recruitment

Follow the Host:

• Ben Browning on LinkedIn: https://www.linkedin.com/in/benbrowningrec/

Follow Recruiting Better Podcast on:

• YouTube: