The recruitment market has shifted significantly over the past few years, and 2024 is shaping up to be a defining year for recruiters. In the latest episode of Talent Matters, Ashby Jenkins, CEO of Ashby Jenkins Recruitment, joins Dave Jenkins to discuss the challenges facing recruitment agencies, the pressure to lower fees, and why relationship-led recruitment is the key to long-term success.
From economic uncertainty to the rise of AI, here are the key takeaways from their conversation.
2024: The Year of Restructures and Redundancies
Ashby points out that 2024 has been dominated by restructures and redundancies as businesses adjust to economic pressures. Many companies that aggressively expanded in 2021 and 2022 are now forced to rethink their hiring strategies. While this presents challenges for recruiters, it also highlights the importance of adaptability and focusing on long-term client relationships.
The Real Cost of Lowering Recruitment Fees
With competition in the recruitment space at an all-time high, some agencies are slashing their fees to win business. But is this sustainable? Ashby warns against the temptation to undercut competitors, as it can lead to lower service quality, reduced prioritisation by recruiters, and, ultimately, weaker hires. She advises recruiters to focus on demonstrating their value rather than racing to the bottom on price.
Clients may be drawn to lower fees, but as Ashby explains, “If an agency is offering you a 10% fee while others are at 15%, ask yourself: where is that extra 5% being cut from? Service, quality, or time spent finding the best candidates?”
Why Recruiters Struggle With Sales (and How to Fix It)
Selling has become harder for recruiters, and Ashby attributes this to a growing fear of rejection. Many recruiters are hesitant to pick up the phone or send personalised messages, opting instead for mass emails and LinkedIn outreach that lack personal connection.
Her advice? Stay consistent and creative in communication. Clients are overwhelmed with outreach, so recruiters need to stand out by offering value beyond a sales pitch. It takes persistence. Sometimes, 8-10 touchpoints are needed to get a response in today’s crowded market.
AI in Recruitment: Opportunity or Threat?
AI is transforming recruitment, from writing job descriptions to screening CVs. But is it a help or a hindrance? Ashby believes AI has its place but warns recruiters to be mindful of its limitations. Automated cover letters and applications make it harder for hiring managers to assess genuine candidate quality, while agencies using AI without proper safeguards risk compliance issues, particularly with GDPR.
The key, she says, is balance: “AI should be used to enhance the recruitment process, not replace human connection.”
The Power of Relationship-Led Recruitment
Ashby’s agency prides itself on being relationship-led, and she argues that this is what sets top recruiters apart. Many agencies still operate on a transactional basis, reaching out only when they have a role to fill. Instead, recruiters should focus on understanding their clients’ long-term needs and keeping in touch even when there are no immediate vacancies.
Building relationships means engaging with clients beyond the sales pitch, whether checking in regularly, sharing insights, or even something as simple as sending homemade brownies at Christmas (yes, that’s a real example from Ashby’s team!).
Lessons From Running a Recruitment Agency Since 2018
Reflecting on her journey since launching her agency in 2018, Ashby shares her top advice for recruiters:
- Know your market – Deep industry knowledge sets great recruiters apart.
- Be genuinely relationship-led – Don’t just say it; live it. Stay engaged with clients even when they’re not actively hiring.
- Hold your value – Lowering fees may win short-term business but can damage long-term sustainability.
- Embrace new technology (but wisely) – AI is a tool, not a replacement for human recruiters. Use it ethically and strategically.
Ashby Jenkins – CEO Ashby Jenkins Recruitment
Ashby Jenkins is the CEO of Ashby Jenkins Recruitment and has been working in recruitment since 2014. Before transitioning into the industry, she was a corporate fundraiser for two charities, giving her firsthand insight into the sector she now specialises in. This experience allows her to deeply understand the challenges and needs of both clients and candidates, ensuring a tailored and effective recruitment approach.
