Sales and marketing - the age-old tension that every recruitment business talks about fixing, but few ever do.

In this episode, we’re joined by Paul Sharpe, Co-founder of North Star People, to unpack why marketing and sales alignment in recruitment is still more talk than action — and what the best agencies are actually doing to change that.

We get honest about the structural, cultural, and commercial issues holding agencies back - and share practical ideas for building genuine alignment between the teams that drive revenue.

- In this episode, we cover:

- Why misalignment starts at the top — and what leaders can do about it

- How to track ROI when marketing isn’t e-commerce

- What great looks like when sales and marketing actually collaborate

- The 3 Cs of measurement: Candidates, Customers, and Colleagues

- Marketing’s role in customer retention and business innovation

- Turning data and thought leadership into genuine client value

It’s an episode full of honesty, this is perfect for anyone trying to bridge the gap between sales targets and marketing impact.

Hiring your first marketer - or your next one - can make or break your agency’s growth plans. In this episode, we break down how to plan, structure, and execute your marketing hire so it delivers real commercial impact.

We chat about:

- When it’s the right time to hire marketing

- How to choose between junior, senior, or fractional marketers

- The essential commercial questions every founder should ask

- Why alignment and clarity matter more than job titles

- How to set your marketing hire up for success

If you’re a recruitment leader planning growth in 2025 or 2026, this episode will help you hire smarter, faster, and with confidence.

Recorded LIVE at the Recruitment Marketing Expo 2025, this special episode  unpacks how marketing can transform not just brand perception-but the actual commercial value of a recruitment business in front of a live audience.

We explore how marketing is shifting from “support function” to “strategic asset,” and how the smartest agencies are using employer branding, automation, and storytelling to drive long-term growth and boost their exit value.

In this live panel discussion, we cover:

- Why good content isn’t enough—and how to get it in front of the right people

- Turning client and candidate conversations into powerful marketing assets

- How agencies can leverage employer branding services as a genuine new revenue line

- What recruitment businesses can learn from six-figure employer brand agencies

- How marketing directly impacts your business valuation and exit strategy

Marketing is more than making things “look pretty.” At its best, it’s a driver of revenue, strategy, and long-term growth. So why do so many CEOs still miss the point?

In this episode, we’re joined by Matt Gallivan, Sales Director at JobAdder for North America, to explore how sales and marketing can work together as true revenue partners—and why ego, silos, and old ways of thinking are holding too many businesses back.

We dive into:
- Why many CEOs undervalue marketing (and how to change that)
- Sales vs. marketing metrics: vanity vs. commercial outcomes
- How joint ownership of targets transforms accountability
- Funnels, lead scoring, and attribution headaches
- The role of brand in long-term growth (and why it can’t be ignored)
- Practical ways marketers can become more commercial and boardroom-ready

AI is everywhere in recruitment conversations right now - but how much of it is hype, and what’s actually useful? In this episode, we’re joined by Matt Cumber, CEO of SourceFlow, to cut through the noise and talk about the reality of AI in recruitment.

In thus, special guest, episode we explore:

- The difference between AI hype and AI reality

- Where AI is genuinely improving productivity today

- The risks of buying into promises without proof

- How recruitment leaders should approach AI adoption

- The importance of process, problem-solving, and proving ROI



0:00 – Introduction & guest: Matt Cumber, CEO of SourceFlow
2:00 – AI hype vs. AI reality in recruitment
5:15 – Where AI actually improves productivity
9:00 – The problem with vendors overselling AI
13:20 – Why proving ROI matters before adoption
17:00 – Process first, tech second: avoiding costly mistakes
21:40 – How leaders should approach AI strategically
25:10 – The role of innovation and mindset in adoption
29:45 – Stories of AI done right (and wrong)
34:20 – Final thoughts: AI’s real role in recruitment

Recruitment marketing is changing-fast. In this episode, we explore what that means for marketers and recruitment leaders alike. From shifting expectations to the rise of data-driven strategies, here’s what you need to know to stay ahead.

In this episode, we cover:

• The evolution of recruitment marketing
• Why being “strategic” matters more than ever
• Proving marketing’s impact to leadership
• Building resilience and adaptability

Starting out in recruitment marketing is rarely straightforward. Between being asked to wear every hat in the business, proving your worth to leadership, and trying to balance tactics with strategy-it’s easy to lose sight of where marketing truly adds value.

In this first episode, we reflect on the lessons we wish we’d known earlier in our careers:

• Why saying “yes” too often can hold you back from being seen as a strategic partner
• How to navigate misconceptions about marketing’s role inside recruitment businesses
• The importance of data, attribution, and proving impact in ways that resonate with the C-suite
• The myths around being a “jack of all trades” and what recruitment companies really need from marketing
• The game-changing role of mentors, networks, and confidence in shaping your career trajectory

Honest and practical chat, full of stories from the trenches and insights for anyone building their career in recruitment marketing.