Foundation & Culture
Who we are, what drives us, and the standards we hold ourselves to every single day.
Our Mission
"To deliver talent that drives progress in complex environments, supported by sector insight and an advisory approach clients can trust."
Our Vision
"To become a respected specialist talent partner across technical and project-driven markets in the UK, Europe and the US, recognised for optimal performance and advisory support across permanent and contract solutions."
Our Values
Commitment to Delivery
AJ is trusted because it delivers on its commitments. A delivery-first approach sits at the heart of the company.
Advisory Thinking
We move beyond transactional recruitment to help clients understand the market, its challenges, and possible solutions.
Care for People
AJ builds genuine partnerships with clients and candidates. The team cares about outcomes, not just placements.
High Performance
Success depends on discipline and a steady commitment to consistent performance. High standards shape how AJ works.
What Great Looks Like at AJ
Happy
- Positive mindset: approach challenges with optimism and solutions
- Treat others as you want to be treated
- Celebrate successes and accept losses
- Be real and authentic: transparency builds trust
Healthy
- Get enough sleep: 7 to 8 hours per night
- Manage stress with mindfulness, exercise, short breaks
- Lean on each other: teamwork reduces pressure
- Ask for help when needed: strength in support
High-Performing
- Lead from the front regardless of role
- Try to be 0.1% better every day
- No cutting corners: quality every time
- Ownership and accountability for outcomes
Standard Weekly Expectations
Daily Rhythm
Candidate Engagement
- 10 calls before 10am
- Follow up on interviews and offers
- MPC-led BD outreach (spec-in calls)
Client Conversations
- Target senior decision-makers
- Book discovery meetings
- Share market intel to create urgency
Move Deals Forward
- Schedule interviews and prep candidates
- Confirm feedback and offers
- Push for commitment on terms
Review & Plan
- Update CRM with new data points
- Review ratios (calls > meetings > jobs)
- Create tomorrow's call list
10 informative conversations (mix of candidates + clients) • 2 hours minimum phone time • 50 new data points added weekly • Pipeline prioritisation: calls, follow-ups, outreach before admin.
Market Definition & Targeting
Who we pursue, who we avoid, and how we identify targets. Inch-wide, mile deep.
Our Core Markets
AJ is a global engineering and infrastructure talent business with a global presence but local feel.
Mission Critical
Supporting mission critical infrastructure projects across the US and EU. Design, build, operations, and maintenance talent for digital transformation.
Manchester, Austin, Orlando
Renewables
Permanent roles in the US and contract across the EU. Working with developers, EPCs, and utilities to drive the energy transition.
Manchester, Dubai
Architecture, Engineering & Construction
Connecting US-based firms with top permanent talent across design, planning, structural, and MEP disciplines. Texas, Florida, New York, The Carolinas.
Manchester, Orlando, Austin
Property & Facilities Management
Working with property owners, managers, and FM providers to source professionals who ensure operational excellence, compliance, and value.
Manchester
Why These Markets?
- High demand, talent shortages
- Strong growth and resilience (robust during slowdowns)
- High margins
- Regional growth hotspots
Ideal Client Profile
| Criteria | What to Look For |
|---|---|
| Company Size | Sub-500 headcount. Smaller structures requiring hands-on support and sector insight. |
| Talent Capability | Not talent-led organisations. Companies without strong in-house talent teams who rely on external support. |
| Primary Buyers | Senior leaders are the primary buyers. AJ reaches senior stakeholders before engaging talent teams. |
| Role Types | Project and site roles: project managers, site managers, surveyors, estimators, design and consultancy professionals. |
| Growth Stage | Growing headcount, active project pipeline, requiring advisory approach. |
| Decision Structure | Direct access to decision-makers. Owner-led businesses, no internal talent team gatekeepers. |
| Cultural Fit | Shared values, communication style, appreciation for relationship-led approach. |
Choosing Your Niche
Define Your Niche
Choose your discipline, geography, identify a problem to solve, and decide what you will be famous for. Ultra-specific and unsaturated.
Check It's Big Enough
50+ target companies (Day 1), 75+ placeable candidates (Week 1), 3 to 5 current projects, visible hiring patterns by Month 1.
Validate with the Market
Speak with 10 to 15 companies and 20 to 30 candidates. Listen for repeated signals. Can you list 5 to 10 ICPs and 2 to 3 ideal candidate profiles?
Decide: Go or Pivot
Pain is real and concentrated? Proceed. If not, niche down again or pivot. Use the Niche Scorecard: commit at 22+, refine at 18 to 21, no-go below 17.
Market Mapping & Intelligence
What to Map
- Top 50 companies in your sector (size, revenue, projects)
- 5 relevant contacts within each company
- 200 to 400 candidate profiles in LinkedIn project
- Direct competitors and adjacent businesses
- Geography: towns, routes, commute times, project locations
Intelligence to Gather
- Active and upcoming projects
- Reporting lines and company structures
- Supply chains and workforce planning
- Packages, salaries, benefits, commissions
- What other recruiters are calling about
- Market news, investments, and industry gossip
Candidates act as "eyes and ears" fuelling the majority of market intelligence. Sitting in on interviews is the ultimate advantage. Read sector news daily. Remember: don't share confidential information, don't fake knowledge.
Commercial Proposition
What we sell, how we articulate value, and why clients choose AJ.
Why AJ?
Consultative, Relationship-Led
We uncover true business pain and solve it. We are problem solvers, not CV senders. Our advisory approach means we go deeper than just filling vacancies.
Proven Search Methodology
10 years of tried-and-tested process: attract, recruit, retain. Hundreds of clients trust it.
Deep Sector Expertise
Specialist niche experience with mapped markets and strong networks. We immerse ourselves in your world.
People First
Deeply human. Candidates, clients, and colleagues at the heart of everything we do.
Regionally Grounded, Globally Connected
Understanding unique regional dynamics. Global reach with a local heartbeat.
Small Enough to Care, Big Enough to Deliver
Agile and invested in details, with capability and track record for large-scale programmes.
Service Models
| Model | Description | Client Benefits | When to Use |
|---|---|---|---|
| Retained Search | Staged payments, full commitment both ways. Engagement, shortlist delivery, acceptance. | Guaranteed delivery, comprehensive market coverage, additional services | High impact/senior roles. Worked together 2+ times. |
| Exclusive Search | One partner, one process. Client works solely with AJ for a set period. | Dedicated focus, better candidate experience, streamlined process | Need speed and trust. Had bad past experience with agencies. |
| Contingent Search | Client pays only on success. Low-risk entry point. | Low risk, quick turnaround, no upfront cost | Low risk/commitment roles. First role to prove ourselves. |
| Contract Staffing | Rapid deployment of skilled contractors. Compliance, payroll, onboarding handled. | Flexibility, speed, pre-vetted talent, compliance handled | Project urgency, short-term flexibility, immediate needs. |
Enterprise Solutions
Executive Search
Discreet headhunting for senior leadership roles.
Subscription Model
Cost-effective, ongoing hiring support.
Consultancy Services
Salary surveys, EVP branding, leadership profiling.
RPO
Embedded recruitment managing attraction, hiring, and retention.
Fee Guardrails
UK Permanent
- Minimum fee: 15%
- Rebate: 3-month sliding scale (75% / 50% / 25%)
- Payment terms: Nothing over 30 days from date of invoice
US Permanent
- Minimum fee: 20%
- Rebate: 3-month sliding scale (75% / 50% / 25%)
- Payment terms: Nothing over 30 days from date of invoice
Pain Points We Uncover
Clients buy relief from pain, not recruitment. Four universal categories:
Time
Delays in hiring or project delivery. Missed deadlines. Lost revenue from delayed projects.
Money
Costs of vacancies, turnover, poor hires. Overtime for existing staff. Risk of penalties or churn.
Resource
Leaders pulled into recruitment. Burnout risk for existing staff. Slower delivery across priorities.
Reputation
Risk of failure or client dissatisfaction. Clients not returning. Loss in future sales and projects.
Pipeline Generation
How we consistently generate meetings, open new business, and build a pipeline that never dries up.
Everything on this list works. Just not every time. We trust our process. We stay agile. We own outcomes. We play the long game.
Reactive BD: Turning Intel into Action
Immediate Priority
Hiring manager name + mobile. Candidate handed in notice. Drop everything and call.
Same-Day Priority
Backfill intel. Interview intelligence. Hiring manager name without mobile. Qualify and follow up within 24 hours.
Strategic Leads
Project wins. Framework/multi-supplier intel. EPC supply chain info. Add to mapping lists and schedule follow-ups.
For every 1 CV sent, gather 3 leads. You should never come off a call without gaining information.
Proactive BD: Creating Opportunities
Taking Candidates to Market (MPC)
Instead of waiting for roles, showcase top talent to potential clients. Creates urgency, positions you as a consultant, differentiates your service, and builds relationships.
- Research the client: pain points, projects, hiring trends
- Prepare pitch: 2 to 3 USPs of the candidate
- Open strong: "I've got someone who could add real value"
- Sell benefits, not just the CV
- Close for a meeting
Flip Calls
Turn existing conversations into new opportunities. Convert candidate calls into client discussions. Use reference checks to open doors.
- Candidate-to-Client: "Who else is on your project?"
- Senior Candidate: "Who should I be speaking to in your space?"
- Reference Flips: "Appreciate your feedback. Are you hiring next quarter?"
Converting Bites into Meetings
"Just send me the CV"
"We're not hiring right now"
The Golden Circle: Long-Term BD Philosophy
It takes 8 to 12 touchpoints for a prospect to become a client. Average recruiters stop after 2 to 3. The long game wins.
Build a curated group of 20 to 50 senior leaders who know you personally, trust your expertise, and actively champion your success. This is not a contact list. It's a circle of influence.
Sales Process & Qualification
How we run discovery, qualify opportunities, and decide which jobs to work.
AJ's Core Sales Process: 8 Stages
Market Mapping & Prospecting
Identify potential customers who fit your ideal profile, map them into your business plan.
Lead Generation & Outreach
Create engagement and open doors through reactive and proactive BD activities.
Discovery & Qualification
Understand pain points and assess fit. Get a clear picture of client challenges and decision criteria.
Solution Design
Align AJ's model to client needs. Tailored solutions linked to outcomes, not just process.
Presentation & Positioning
Win trust and commitment. Verbally agree commitment.
Close & Secure Commitment
Signed terms or retained agreement.
Delivery
Do what you say you're going to do, and do it well.
Follow-Up & Nurture
Repeat business. Turn one placement into a partnership.
Job Tiering System
Most jobs are won or lost in the first 24 hours. We don't half-run jobs.
Green Jobs
- Urgent, budget approved
- Hiring manager engaged
- Interview slots secured
Priority jobs. Commit fully.
Amber Jobs
- Some signs of commitment
- Missing pieces
- Push for clarity and timelines
Workable if you can influence.
Red Jobs
- No urgency, no budget
- HR-only spec, no decision-makers
- No agreed process
Pause, reset, or walk away.
AJ Qualification Framework (5 Pillars)
1. Why Now?
Urgency and business impact. What's the reason for the vacancy? What happens if it isn't filled?
2. Role
Clear day-to-day responsibilities. Core skills vs desirable. Expectations at 3, 6, and 12 months.
3. People
Team fit, reporting lines, success profile. Who reports to whom? Who holds the budget?
4. Process
Timelines, interview structure, decision-makers. Number of stages and stakeholder availability.
5. Flexibility
Where they can bend: skills, notice period, budget. Non-negotiables vs nice-to-haves.
If you don't know these five things, you don't control the job.
The Discovery Meeting
Discovery is where deals are won. Great meetings are 80% listening, 20% talking.
| Step | Question Type | Example |
|---|---|---|
| Surface Pain | General challenges | "What's making hiring difficult right now?" |
| Business Impact | Costs, delays, risk | "What impact does that have on project delivery or margins?" |
| Personal Impact | Stress, reputation, workload | "How does that affect you and your team personally?" |
| Vision Gap | Future consequence | "If nothing changes, what does that mean for next quarter?" |
Objection Handling: The ASQ Method
Acknowledge (show empathy) > Statement (add perspective) > Question (move forward).
Acknowledge: "I understand you prefer to manage recruitment internally."
Statement: "Many clients felt the same until they realised the cost savings and speed we bring."
Question: "What's your biggest challenge when hiring right now?"
Acknowledge: "That's great. Having a strong partner is important."
Statement: "Even our best clients use us as a backup for niche roles or extra capacity."
Question: "Are there any gaps where you might need additional support?"
Acknowledge: "I understand budgets can be tight."
Statement: "Our approach often saves money by reducing time-to-hire and improving retention."
Question: "Is this about no planned hires or just this year's allocation?"
Response: "Happy to. Can I ask a couple of quick questions so what I send is relevant?"
Response: "Multi-agency feels faster, but it slows decisions and costs you time rejecting duplicates."
Close: "How about a five-day exclusive trial? If I don't deliver, open it up after."
Response: "Retained isn't more cost. It's less waste. You run the market once, properly, and it secures accountability."
Close: "If I outline a staged fee with clear milestones, would you consider it for this critical hire?"
Saying No: When to Walk Away
- No confirmed budget or urgency
- No access to decision-makers
- No agreed process or timelines
- No clarity on role or success profile
- No willingness to commit (exclusivity or retained for critical hires)
Account Expansion
How we grow existing client relationships and increase wallet share.
Account Review Cadence
Key Clients
Check progress, align goals, identify upsell opportunities before issues arise.
Fast-Moving Accounts
Growth-phase or ongoing project clients. Frequent touchpoints maintain momentum.
Low-Touch Clients
Smaller or stable accounts. Keep the relationship warm for when timing is right.
Ways to Add Value (Beyond CVs)
Market Intelligence
- Salary trend analysis and benchmarking
- Skills shortage reports and emerging gaps
- Industry development updates (projects, mergers, tech)
- Regulatory change impacts and workforce implications
- Competitive intelligence: who won bids, who lost PMs
Events & Content
- 3 to 4 conferences annually per consultant
- Tag along with existing clients for warm introductions
- Post-conference follow-up: frame as a catch-up, not a sell
- Value-add content: EVP, podcasts, educational content
- Surveys and pulses for market intel conversations
Post-Placement Expansion
Every placement is a doorway to the next opportunity. Within 2 weeks of every placement:
- Post-placement care calls with client and candidate
- Ask for internal referrals to other hiring managers
- Cross-sell other AJ services and verticals
- Gather intel on upcoming projects and team changes
- Secure a testimonial while the experience is fresh
Not 50 clients in the market. 5 right clients, deeply penetrated with multiple hiring managers. One client can be a 200k account.
Metrics & Tracking
The numbers that matter and what good looks like. Inputs over feelings.
The Conversion Funnel
Track ratios daily. Get scientific and unemotional about what inputs generate the output.
Core Metrics
Leading Indicators (Weekly)
- 10 business conversations daily
- 2 hours minimum phone time daily
- 50 new data points added weekly
- Candidates and contacts added
- New BD calls and client calls
- Specs sent
- Client/candidate meetings booked
Lagging Indicators (Monthly)
- 2 jobs per week (A/B quality)
- 3 first interviews per week
- 2 client meetings attended per week
- 2 placements or retained agreements per month
- Revenue per consultant
- Fill rate on worked jobs
SMART Goals by Timeframe
Daily
10
conversations + 2 hours phone time
Weekly
50
new data points added
Monthly
2
placements or retained agreements
New Starter Ramp Timeline
| Week / Month | Focus | Goal |
|---|---|---|
| Week 1 | Induction, full market mapping, Bullhorn setup, first messages out | Ecosystem in one place |
| Week 2 | Candidate conversations, leads, daily message volume | 10 business conversations daily |
| Weeks 5-8 | Qualification calls, hiring manager meetings, hot lists | Client meetings booked |
| Month 3 | Converting meetings into sales, interviews booked | Deal written |
| Month 4 | Consistency in activity | Invoice landed |
Scripts & Templates
Ready-to-use scripts, call frameworks, and email templates for every situation.
The AJ Elevator Pitch
Structure: Trigger > Pain > Tease > Call to Action
"We'd like to work with you." / "We want to show you what we can do." / "We're working on a similar role."
Cold Call Opener
Senior Leader Networking Call
Opener (Credibility + Context)
"Thanks for taking the time. I specialise in [niche] and wanted to share some trends we're seeing in the market."
Value First (Insight Drop)
"We're seeing X trend in [sector] impacting hiring timelines and retention. Clients are asking about Y. How are you approaching that?"
Engage with Questions
"What's your biggest challenge in attracting talent right now? How do you see your team evolving over the next 6 to 12 months?"
Soft Positioning
"We've helped similar businesses overcome [challenge]. Happy to share how if useful."
CTA (Low Pressure)
"Would you be open to a follow-up where I can show you a market map or talent insight pack?"
Negotiation Tactics
| Tactic | How to Use It |
|---|---|
| Anchoring | Start high to set the reference point. "Our standard fee is 20%." |
| Trade-Ups | Offer benefits for commitment. "We can reduce the fee if you agree to exclusivity." |
| Silence | Make them fill the gap after your proposal. Silence is powerful. |
| Flinch | Show surprise at low counteroffers. Reframe the value conversation. |
| Nibble | Ask for small extras after agreement. "Could we also include 14-day payment terms?" |
Closing Techniques
Assumptive Close
"I'll send over the contract for you to sign today."
Alternative Close
"Would you prefer to start on the 1st or the 15th?"
Summarise & Confirm
"So we're agreed on 18%, exclusivity for 10 days, and CV feedback within 48 hours."
Bounce-Back Protocol (5 Steps in 10 Minutes)
1. Pause & Acknowledge
"This is tough, but part of the job. What's my next best action?" (1 min)
2. Reframe
What's the data? What did this teach me: timing, fit, pitch? (2 mins)
3. Reset Energy
Grab water, breathe, quick walk. (3 mins)
4. Rebuild with Small Wins
Log lesson. Send one quality follow-up. Source one high-fit candidate. Book one new conversation. (3 mins)
5. Reconnect to Purpose
"Every call brings me closer to changing someone's life." (1 min)