1% Better Recruitment Podcast

Charlie Kyriakou
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Hello and welcome to the 1% better recruitment podcast, with your host, Charles Kyriakou. The goal of this podcast is to have a wide variety of people all within the recruitment sector that will add tremendous value to those who are either looking to get into recruitment, working within the industry, running their own business, or thinking about setting up their own company. I aim to make sure that after every episode, you leave 1% better off.

  1. Is Recruitment a Sales Job… or a Marketing Job? | Kris Holland (EP 77)

    2D AGO

    Is Recruitment a Sales Job… or a Marketing Job? | Kris Holland (EP 77)

    What if recruitment isn’t just a sales job anymore… but a marketing job? In this episode, I’m joined by Kris Holland, Founder of Kitto, to unpack a debate that’s dividing recruiters right now, has recruitment fundamentally shifted from pure sales to sales enabled by marketing? Kris works with growth-focused recruitment agencies on brand, positioning, demand generation, and revenue enablement. That gives him a front-row seat to how agencies are actually winning business in 2026, and why cold calling alone simply isn’t enough anymore. This is not a “sales is dead” episode. We break down how marketing supports sales, why multi-touch outreach is now essential, and how recruiters can move from being transactional CV senders to trusted, consultative partners. If you’re a recruiter, leader, or founder trying to stand out in a saturated market, build inbound demand, and create trust before you ever pick up the phone, this episode will challenge how you think about business development. We cover:✅ Is recruitment a sales job or a marketing job?✅ Why cold calling alone doesn’t cut it anymore✅ The 20-touchpoint reality of modern business development✅ Sales enablement and marketing’s real role✅ Why most recruiters don’t truly understand their ICP✅ How to uncover real client pain points✅ Building personal brands that actually generate inbound✅ Why posting only jobs damages your brand✅ Trust, positioning, and long-term differentiation✅ Why recruitment is now a team sport✅ What recruitment agencies must rethink for 2026✅ Kris’s 1 Percent Better tip for recruiters and founders ⏱ Timestamps:00:00 – Intro and the sales vs marketing debate03:00 – Why recruitment has changed08:00 – Multi-channel outreach and trust building14:00 – Sales enablement explained21:00 – ICP clarity and client pain points29:00 – Email, LinkedIn, and content strategy38:00 – Personal branding done properly47:00 – Differentiating as a recruitment agency55:00 – Marketing mindset vs sales mindset01:03:00 – What agencies need to do in 202601:10:00 – Kris’s 1 Percent Better tip 🐋 Podcast Sponsor – SourceWhale This episode is sponsored by SourceWhale, the multi-channel outreach platform I personally use and recommend to recruiters and founders. SourceWhale helps you combine email, LinkedIn, calls, and tasks into one structured, consistent BD workflow, without relying on spray-and-pray automation. If you want better conversations, not just more activity, this is worth a look. 👉 Book a demo here:https://sourcewhale.com/book-demo/?utm_source=partner&utm_medium=podcast&utm_campaign=&utm_term=charles_kyriakou&utm_content=book_a_demo Mention The 1 Percent Better Recruitment Podcast or my name, Charles Kyriakou, when you book. 🔗 Connect with Kris Holland💻 LinkedIn: https://www.linkedin.com/in/kris-holland/ 🔗 Connect with Charles Kyriakou💻 LinkedIn: https://www.linkedin.com/in/charleskyriakou1/📲 TikTok: https://www.tiktok.com/@charles.kyriakou🎙️ Spotify: https://open.spotify.com/show/46LjJfw📰 LinkedIn Newsletter: https://www.linkedin.com/newsletters/7244346543967731712/🌐 Website: https://www.inf1nitelearning.com/ 👇 If this episode resonated, follow the show and share it with a recruiter who still thinks recruitment is “just picking up the phone.”

    57 min
  2. The Business Development Lessons That Still Win After 40yrs in Recruitment | Martin Crapper (EP 76)

    FEB 10

    The Business Development Lessons That Still Win After 40yrs in Recruitment | Martin Crapper (EP 76)

    What if the biggest problem in recruitment business development isn’t the market, tech, or competition… but forgetting what actually works? In this episode, I’m joined by Martin Crapper, Managing Director at Redline Group, to unpack the business development lessons that still win after 40 years in recruitment. Martin has spent four decades building and evolving a specialist recruitment business in the electronics sector. That longevity gives him a rare, grounded perspective on how BD has changed over time, what’s stayed the same, and why people, curiosity, and consistency still outperform shortcuts and shiny tools. If you’re a recruiter, leader, or founder who wants to sharpen your BD approach, build credibility, and create long-term success rather than quick wins, this episode will give you clarity. We cover:✅ The business development lessons that still win after 40 years✅ Why the best recruiters still pick up the phone✅ The “magic phone” mindset and professional persistence✅ Why people buy from people, not companies✅ Curiosity as a competitive advantage in recruitment✅ Consistency vs intensity in business development✅ Why hiding behind email and LinkedIn hurts results✅ Using technology to support BD, not replace it✅ Confidence, preparation, and knowledge in client conversations✅ Building trust, reputation, and long-term relationships✅ Developing recruiters without cloning personalities✅ Martin’s 1 Percent Better tip for recruiters and founders ⏱ Timestamps:00:00 – Intro and episode context03:00 – Martin’s background and Redline Group08:00 – Business development then vs now14:00 – The “magic phone” and persistence21:00 – Why people still buy from people29:00 – Curiosity, confidence, and preparation38:00 – Technology, generations, and adaptation47:00 – Trust, reputation, and relationships55:00 – Consistency vs intensity in BD01:03:00 – Advice for recruiters and founders01:10:00 – Martin’s 1 Percent Better tip 🐋 Podcast Sponsor – SourceWhale This episode is sponsored by SourceWhale, the multi-channel outreach platform I personally use and recommend to recruiters and founders. SourceWhale helps you combine email, LinkedIn, calls, and tasks into one structured, consistent BD workflow, without relying on spray-and-pray automation. If you want better conversations, not just more activity, this is worth a look. 👉 Book a demo here:https://sourcewhale.com/book-demo/?utm_source=partner&utm_medium=podcast&utm_campaign=&utm_term=charles_kyriakou&utm_content=book_a_demo Mention The 1 Percent Better Recruitment Podcast or my name, Charles Kyriakou, when you book. 🔗 Connect with Martin Crapper💻 LinkedIn: https://www.linkedin.com/in/martincrapper/ 🔗 Connect with Charles Kyriakou💻 LinkedIn: https://www.linkedin.com/in/charleskyriakou1/📲 TikTok: https://www.tiktok.com/@charles.kyriakou🎙️ Spotify: https://open.spotify.com/show/46LjJfw📰 LinkedIn Newsletter: https://www.linkedin.com/newsletters/7244346543967731712/🌐 Website: https://www.inf1nitelearning.com/ 👇 If this episode resonated, follow the show and share it with a recruiter who wants to get back to what actually works in business development.

    46 min
  3. Where AI Actually Helps Recruiters (And Where It Doesn’t) - w/ Derry Holt (EP 75)

    FEB 3

    Where AI Actually Helps Recruiters (And Where It Doesn’t) - w/ Derry Holt (EP 75)

    What if AI isn’t the silver bullet recruiters think it is? In this episode, I’m joined by Derry Holt, Founder & CEO of OneUp Sales, to break down where AI actually helps recruiters, and where it causes more problems than progress. Derry works closely with recruitment founders and leaders on sales performance and execution, giving him a front-row seat to how agencies are really using AI and automation day to day. We talk candidly about what’s working, what’s not, and why many agencies are panic-buying tech without fixing the fundamentals underneath. This is not an AI hype episode. We strip recruitment back to process, discipline, and behaviour, and explore how AI amplifies strengths, but also exposes weak habits, average performance, and broken sales systems. If you’re a recruiter, leader, or founder trying to use AI properly, protect selling time, and avoid costly distractions, this episode will give you much-needed clarity. We cover: ✅ Where AI actually helps recruiters ✅ Where AI creates friction and false productivity ✅ Why recruitment doesn’t have an AI problem, but a process problem ✅ Internal automation vs client-facing automation ✅ How AI exposes weak sales fundamentals ✅ The danger of panic-buying recruitment tech ✅ Why average performance gets exposed faster with AI ✅ Sales discipline, consistency, and execution ✅ What recruiters should automate, and what they shouldn’t ✅ The future recruiter skillset ✅ What founders should rethink right now ✅ Derry’s 1 Percent Better tip for recruiters and leaders ⏱ Timestamps: 00:00 – Intro and episode context 03:00 – Derry’s background and OneUp Sales 08:00 – AI hype vs reality in recruitment 14:00 – Why process beats tech 21:00 – Where AI helps recruiters 29:00 – Where AI causes problems 38:00 – Internal vs external automation 47:00 – Sales discipline and performance fundamentals 55:00 – What average recruiters should be worried about 01:03:00 – Advice for recruitment founders 01:10:00 – Derry’s 1 Percent Better tip 🐋 Podcast Sponsor – SourceWhale This episode is sponsored by SourceWhale, the multi-channel outreach platform I personally use and recommend to recruiters and founders. SourceWhale helps you combine email, LinkedIn, calls, and tasks into one structured, consistent BD workflow, without relying on spray-and-pray automation. If you want better conversations, not just more activity, this is worth a look. 👉 Book a demo here: https://sourcewhale.com/book-demo/?utm_source=partner&utm_medium=podcast&utm_campaign=&utm_term=charles_kyriakou&utm_content=book_a_demo Mention The 1 Percent Better Recruitment Podcast or my name, Charles Kyriakou, when you book. 🔗 Connect with Derry Holt 💻 LinkedIn: https://www.linkedin.com/in/derryholt/ 🔗 Connect with Charles Kyriakou 💻 LinkedIn: https://www.linkedin.com/in/charleskyriakou1/ 📲 TikTok: https://www.tiktok.com/@charles.kyriakou 🎙️ Spotify: https://open.spotify.com/show/46LjJfw 📰 LinkedIn Newsletter: https://www.linkedin.com/newsletters/7244346543967731712/ 🌐 Website: https://www.inf1nitelearning.com/ 👇 If this episode resonated, follow the show and share it with a recruiter who’s trying to figure out where AI actually fits.

    1 hr
  4. The Worlds First AI Only Recruitment Agency w/ Alex Odwell (EP 74)

    JAN 27

    The Worlds First AI Only Recruitment Agency w/ Alex Odwell (EP 74)

    What if the future of recruitment isn’t better recruiters… but fewer humans altogether? In this episode, I’m joined by Alex Odwell, founder of Referment, to explore one of the most challenging and controversial ideas in recruitment today, the rise of the zero-human recruitment agency. Alex has spent nearly two decades building and scaling recruitment businesses and is now operating an agency powered almost entirely by agentic AI. From job intake and candidate qualification to engagement and shortlisting, Referment challenges many long-held assumptions about where recruiters add value, where bias creeps in, and whether humans always improve outcomes. This is not an AI hype episode. We strip recruitment back to first principles and ask uncomfortable questions about process, inconsistency, cost, and scalability. We also explore what this means for recruiters, founders, and agencies trying to work out where they still matter, and where they may not. If you’re a recruiter, leader, or founder trying to understand where AI genuinely changes the game, who survives, who struggles, and where the human edge still counts, this episode will challenge how you think about recruitment. We cover:✅ What a zero-human recruitment agency actually looks like✅ Why most recruitment processes are broken by default✅ Agentic AI explained in practical terms✅ Where humans add value, and where they introduce risk✅ Bias, inconsistency, and emotion in recruitment decisions✅ Why recruiters are judged by their worst performer✅ The hidden cost of average recruiters and bloated teams✅ High-touch niches vs scalable, systemised delivery✅ Why automation exposes weak recruitment fundamentals✅ The future of agency recruitment models✅ What founders should rethink right now✅ Alex’s 1 Percent Better tip for surviving what comes next ⏱ Timestamps:00:00 – Intro and why this episode will divide opinion03:00 – Alex’s recruitment background and Referment’s origins08:00 – First-principles thinking in recruitment14:00 – Why recruitment value is often overstated21:00 – Bias and inconsistency in human-led recruitment29:00 – Agentic AI explained38:00 – Candidate experience without humans47:00 – Client trust, transparency, and outcomes55:00 – What happens to recruiters next01:03:00 – Advice for founders facing AI disruption01:10:00 – Alex’s 1 Percent Better tip 🐋 Podcast Sponsor – SourceWhale This episode is sponsored by SourceWhale, the multi-channel outreach platform I personally use and recommend to recruiters and founders. SourceWhale helps you combine email, LinkedIn, calls, and tasks into one structured, consistent BD workflow, without relying on spray-and-pray automation. If you want better conversations, not just more activity, this is worth a look. 👉 Book a demo here:https://sourcewhale.com/book-demo/?utm_source=partner&utm_medium=podcast&utm_campaign=&utm_term=charles_kyriakou&utm_content=book_a_demo Mention The 1 Percent Better Recruitment Podcast or my name, Charles Kyriakou, when you book. 🔗 Connect with Alex Odwell💻 LinkedIn: https://www.linkedin.com/in/alexodwellreferment/ 🔗 Connect with Charles Kyriakou💻 LinkedIn: https://www.linkedin.com/in/charleskyriakou1/📲 TikTok: https://www.tiktok.com/@charles.kyriakou🎙️ Spotify: https://open.spotify.com/show/46LjJfw📰 LinkedIn Newsletter: https://www.linkedin.com/newsletters/7244346543967731712/🌐 Website: https://www.inf1nitelearning.com/ 👇 If this episode challenged your thinking, follow the show and share it with a recruiter who still believes AI “won’t affect them”.

    1h 15m
  5. EP 73 - Old-School Sales, New-School Tech, What Actually Works? w/Rohit Kapoor

    JAN 20

    EP 73 - Old-School Sales, New-School Tech, What Actually Works? w/Rohit Kapoor

    What if the biggest mistake recruiters are making right now isn’t the market, AI, or competition… but forgetting the fundamentals that actually drive sales? In this episode, I’m joined by Rohit Kapoor to break down what really works when you combine old-school sales discipline with new-school recruitment technology. Rohit has spent his career across agency recruitment, tech sales, and building recruitment tech, giving him a rare, practical perspective on what helps recruiters win and what simply adds noise. We dive into why recruitment will always remain a sales-led, people-first business, where automation genuinely adds value, where it distracts, and why broken processes can’t be fixed by better tools. This conversation is grounded in real-world experience, not buzzwords, hype, or “just buy more tech” thinking. If you’re a recruiter, leader, or founder trying to balance automation with authenticity, improve consistency, and build a sustainable desk or business, this episode is essential listening. We cover:✅ Old-school sales fundamentals that still outperform today✅ New-school recruitment tech, and how to use it properly✅ Why recruitment is (and always will be) a sales game✅ Process vs tech, and where agencies get this wrong✅ The difference between being busy and being effective✅ Why automation alone doesn’t create revenue✅ Video, voice notes, and standing out in a crowded market✅ Sales confidence, rejection, and building resilience✅ Consistency, pipeline management, and future-proofing billings✅ Human relationships in an AI-driven world✅ Lessons from recruitment that apply to tech sales✅ Rohit’s 1 Percent Better tip for recruiters and founders ⏱ Timestamps:00:00 – Intro and Rohit’s background03:00 – From recruitment to tech sales08:00 – Old-school sales culture and recruitment floors15:00 – Cold calling, rejection, and learning the hard way22:00 – Why recruitment is still a sales-led business30:00 – Video, voice notes, and modern BD38:00 – Automation vs human selling46:00 – Process, consistency, and pipeline discipline54:00 – Relationships, trust, and long-term growth01:02:00 – Sales lessons recruiters ignore01:10:00 – Rohit’s 1 Percent Better tip 🔗 Connect with Rohit Kapoor💻 LinkedIn: https://www.linkedin.com/in/rohit-kapoor-/ 🔗 Connect with Charles Kyriakou💻 LinkedIn: https://www.linkedin.com/in/charleskyriakou1/📲 TikTok: https://www.tiktok.com/@charles.kyriakou🍏 Apple Podcasts: https://podcasts.apple.com/us/podcast/🎙️ Spotify: https://open.spotify.com/show/46LjJfw📰 LinkedIn Newsletter: https://www.linkedin.com/newsletters/7244346543967731712/🌐 Website: https://www.inf1nitelearning.com/ 🐋 Find out more about SourceWhaleMention 1 Percent Better Recruitment Podcast or my name, Charles Kyriakou, when you sign up by clicking the link below, or head to:https://sourcewhale.com/demo

    1h 7m
  6. EP 72 – What Recruiters Need to Get Right in 2026 w/ Dougie Loan

    JAN 13

    EP 72 – What Recruiters Need to Get Right in 2026 w/ Dougie Loan

    What if the biggest mistake recruiters are making as we head into 2026 isn’t the market, AI, or competition… but believing automation alone will drive success? In this episode, I’m joined by Dougie Loan, CRO at SourceWhale, to break down what recruiters, leaders, and founders actually need to get right as technology, automation, and AI continue to reshape the industry. Dougie has spent his career working at the intersection of recruitment, sales, and tech, partnering with agencies of all sizes to improve productivity, performance, and profitability. We dive into why recruitment will always remain a sales-led, people-first business, where automation genuinely adds value, where it causes damage, and why broken processes can’t be fixed by better tools. This conversation cuts through the hype to focus on clarity, decision-making, selling time, and the fundamentals that separate effective recruiters from busy ones. If you’re a recruiter, leader, or founder who wants to use AI properly, protect the human edge, and build a sustainable career or business heading into the next few years, this episode is essential listening. We cover:✅ What recruiters actually need to get right in 2026✅ Why automation on its own won’t drive recruitment success✅ Process vs tech, and where most agencies get this wrong✅ Why recruitment is still a sales game at its core✅ The difference between being busy and being effective✅ How recruiters should really be using AI and automation✅ Where automation helps internally, and where it harms externally✅ Why AI won’t replace recruiters, but will expose weak fundamentals✅ Productivity, admin overload, and winning back selling time✅ Choosing where you sit, high-touch vs high-volume models✅ Authenticity, relationships, and the human edge in recruitment✅ What the future recruiter’s role will actually look like✅ Dougie’s 1 Percent Better tip for recruiters and founders ⏱ Timestamps:00:00 – Intro, purpose of the podcast and Dougie’s background03:00 – Dougie’s journey into recruitment tech and sales08:00 – Recruitment tech before and after COVID14:00 – Why tech fails when process is broken21:00 – Recruitment as a sales-led business29:00 – Automation vs productivity, where recruiters go wrong38:00 – Internal vs external automation and AI risks47:00 – Choosing your model, high-touch vs high-volume55:00 – The future of recruitment roles and AI agents01:03:00 – What recruiters need to get right in 202601:10:00 – Dougie’s 1 Percent Better tip 🔗 Connect with Dougie LoanLinkedIn: https://www.linkedin.com/in/dougieloan/ 🔗 Connect with Charles KyriakouLinkedIn: https://www.linkedin.com/in/charleskyriakou1/TikTok: https://www.tiktok.com/@charles.kyriakouApple Podcasts: https://podcasts.apple.com/us/podcast/Spotify: https://open.spotify.com/show/46LjJfwLinkedIn Newsletter: https://www.linkedin.com/newsletters/7244346543967731712/ 🐋 Find out more about SourceWhale Mention 1 Percent Better Recruitment Podcast or my name, Charles Kyriakou, when you sign up by clicking the link below, or head to:https://sourcewhale.com/demo

    1h 1m
  7. EP 71 – The Real Difference Between Average and Great Recruiters in Today’s Market w/ Sarah Leete

    JAN 6

    EP 71 – The Real Difference Between Average and Great Recruiters in Today’s Market w/ Sarah Leete

    What if the real reason some recruiters thrive long-term while others burn out, stagnate or disappear isn’t market conditions, AI, or competition… but the way they think, work and serve people? In this episode, I’m joined by Sarah Leete, Co-Founder of Lawrence Dean Recruitment, a business she has grown and led for over 15 years through recessions, market crashes, COVID, and now the rise of AI. Sarah is one of those rare operators who didn’t “fall into” recruitment, she chose it, and built her career on service, honesty, resilience and long-term relationships. We dive into what truly separates average recruiters from great ones, why customer service still wins in a tech-heavy world, how mindset and work ethic shape long-term success, and why AI will expose poor recruiters rather than replace great ones. This conversation is honest, grounded, and packed with real lessons from the coalface of recruitment, not theory or hype. If you’re a recruiter, leader or founder who wants to build trust, stand out in a crowded market, and create a career that lasts, this episode is essential listening. We explore✅ The real difference between average and great recruiters✅ Why customer service is still the ultimate competitive advantage✅ Short-term thinking vs long-term recruitment careers✅ Work ethic, resilience and what it really takes early in your career✅ Why great recruiters don’t rely on CV-sending✅ Partnership recruitment vs chaos-led contingency✅ Educating clients and pushing back with confidence✅ Where AI adds value, and where it damages candidate experience✅ Why AI won’t replace great recruiters, but will expose weak ones✅ Hybrid vs office working and how recruiters actually develop✅ Why listening is one of the most underrated recruitment skills✅ Building a reputation that compounds over time✅ Sarah’s 1 Percent Better tip for recruiters Timestamps00:00 – Intro and welcome02:00 – Sarah’s journey into recruitment06:30 – Building Lawrence Dean during a recession11:00 – Average vs great recruiter mindset16:00 – Customer service and candidate empathy22:00 – Work ethic, resilience and early-career realities28:00 – Partnership recruitment and client education35:00 – AI, automation and the future of recruitment43:00 – Hybrid working and recruiter development50:00 – Reputation, longevity and trust57:00 – Sarah’s 1 Percent Better tip Connect with Sarah LeeteLinkedIn: https://www.linkedin.com/in/sarah-leete-26652122/ Connect with Charles KyriakouLinkedIn: https://www.linkedin.com/in/charleskyriakou1/TikTok: https://www.tiktok.com/@charles.kyriakouApple Podcasts: https://podcasts.apple.com/YouTube: https://www.youtube.com/@charleskyriakouLinkedIn Newsletter: https://www.linkedin.com/newsletters/7244346543967731712 Podcast Sponsor – SourceWhale 🐋Mention 1 Percent Better Recruitment Podcast or my name, Charles Kyriakou, when you sign up by clicking the link below:https://sourcewhale.com/demo

    1h 13m
  8. 2025 Wrapped, Gratitude & What’s Next | The 1% Better Recruitment Podcast

    12/23/2025 · BONUS

    2025 Wrapped, Gratitude & What’s Next | The 1% Better Recruitment Podcast

    What if the biggest milestone in building something meaningful isn’t the downloads, the sponsors, or the stats… but realising how many people you’ve helped along the way? In this special end-of-year episode of the The 1% Better Recruitment Podcast, there’s no guest and no script, just a raw reflection on 2025, the journey so far, and what’s coming next in 2026. Recorded at home, this episode starts with Marshall making an appearance, who’s become a bit of a regular star on recordings done from the house. Partway through, I’m also on full dad duty, which means Millie makes her first-ever appearance on the podcast while my wife is out. No edits, no polish, just real life happening mid-recording. We talk about why this podcast was started, what 52 episodes in one year has really taken behind the scenes, the Spotify Wrapped moments that genuinely surprised me, and why consistency, authenticity, and enjoyment matter more than perfection. We explore:✅ A full reflection on the podcast journey in 2025✅ Spotify Wrapped highlights and the most listened-to episodes✅ Why this podcast was never meant to be polished or corporate✅ Balancing coaching, building MILO, content creation, and family life✅ Becoming a dad and managing ambition with perspective✅ Landing the podcast’s first-ever sponsor and what that represents✅ Plans for 2026, more in-person episodes, higher production quality, and future sponsors This episode is, above all, about gratitude. To every guest who’s trusted me with their story, every listener who tunes in on their commute, at the gym, or between calls, and everyone who’s supported the podcast in any way, thank you. If this podcast has helped you get even 1% better, then it’s doing exactly what it was built for. 🎄 We’ll be taking a short break over Christmas and returning in early January.🚀 2026, let’s go.

    23 min
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Hello and welcome to the 1% better recruitment podcast, with your host, Charles Kyriakou. The goal of this podcast is to have a wide variety of people all within the recruitment sector that will add tremendous value to those who are either looking to get into recruitment, working within the industry, running their own business, or thinking about setting up their own company. I aim to make sure that after every episode, you leave 1% better off.

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