In this episode of Talent Matters, Dave Jenkins is joined by Duncan Seward, Managing Director at IRG Law, to explore what happens when you stop trying to be everything to everyone and choose a niche.
From IT to legal, Duncan’s recruitment journey is packed with lessons for anyone looking to build a stronger, more focused agency. It’s not just about picking a sector and hoping it works. It’s about committing to it fully, understanding the nuances, and building long-term trust with the people in it. Whether you’re running a start-up recruitment firm or scaling an established business, narrowing your focus can unlock more opportunities.
Here are the key takeaways from the conversation.
From generalist to specialist: Why IRG Law chose legal
Duncan didn’t start out in legal recruitment. His early recruitment career was spent in IT, working with clients on everything from project managers to developers. But as he and his co-founder built their agency, they found that trying to cover everything was holding them back.
I’ve been in companies before where you try and over cater and it is almost like you are trying to be a jack of all the master of none.
The turning point came after helping a friend’s law firm fill a few roles in property law. They saw an opportunity and realised that focusing on one area would allow them to map the market, build expertise, and serve clients better. The legal sector also felt more structured, with clearer progression paths and more consistent role types, making delivering high-quality service easier.
The benefits of going niche
Duncan’s team now works exclusively in the legal market, with a strong focus on London-based law firms. Their specialism allows them to build highly accurate talent maps and segment candidates with precision. It also helps them speak the language of their clients and candidates. This is incredibly important in a professional sector like law.
So ultimately we were always behind the curve and in our new industry of legal, I feel we’re ahead of the curve.
Unlike the fast-moving and fragmented world of IT, the legal space offered structure and stability. Roles are more clearly defined, and the skills are easier to match when you understand the context. Whether someone’s experience sits with small regional firms or top-tier international practices, this structure allows recruiters to assess experience and expectations and fit better. It also helps reduce the risk of poor placements.
Mapping the market: Their secret weapon
One of IRG Law’s biggest strengths lies in how they map and tag their market. This goes beyond just searching LinkedIn. They track firms, decision-makers, and candidate career history to ensure that outreach is relevant and personalised. They’ve built a CRM that helps them segment candidates down to a very granular level, which means they can respond quickly and accurately to client needs.
We’ve taken the approach that less is more. So we’d rather market to fewer but with an on-point message.
Their approach avoids blanket emails or scattergun LinkedIn outreach. Instead, candidates and clients receive tailored communications that build credibility over time, even if they’re not ready to engage immediately. This long-term view has helped them grow organically, with many candidates and clients returning months or even years after the initial contact.
Why trust and values matter
Duncan is clear that IRG Law’s reputation is built on honesty and transparency. They’ve turned down candidates they didn’t believe were right for a client, even when it meant risking a fee. And clients notice.
You become their kind of trusted advisors.
That commitment to doing the right thing, backed by deep market knowledge, is what keeps people coming back, whether they’re hiring or job-hunting. It’s a long-game approach that values credibility over quick wins. Duncan also believes this values-led strategy helps IRG Law stand out in an industry where short-term thinking often dominates.
The future of legal recruitment: AI has a place, but not the lead role
The episode also touches on AI and automation. While Duncan believes large law firms might adopt AI for contract generation or candidate screening, he’s sceptical about it replacing recruiters, especially in niche or mid-sized markets.
Recruitment’s going to be around for some time because, again, the other thing you don’t get is that human interaction.
He sees potential in tools that support mapping and outreach but emphasises that strong relationships, personal brand, and trust will always be central. In a world where much of recruitment has become automated and impersonal, Duncan’s focus on human connection is a timely reminder of what really drives long-term success.
Commit to the niche
If there’s one message from this episode, it’s this: commit to a niche, understand it deeply, and consistently show up. That means knowing your market inside out, staying close to your clients and candidates, and resisting the urge to chase every opportunity.
IRG Law’s journey shows that when you stop spreading yourself thin and focus on what you do best, you not only build a better business. You build a brand people trust. It’s not an easy path, but it’s one that pays off in credibility, relationships, and long-term growth.
Duncan Seward – Managing Director, IRG Law
Duncan Seward is the Managing Director at IRG Law, a boutique legal recruitment agency specialising in roles across Residential and Commercial Property, Construction, Private Client, Family Law, and more. With over two decades of recruitment experience, Duncan has a strong track record of building long-term partnerships based on trust, honesty, and deep sector knowledge. Before launching IRG Law, he worked extensively in IT recruitment and now brings that commercial and strategic perspective to the legal market.
