Call
01
What Is a Personal Brand (and What It Isn't)
Outcome
Define your personal brand positioning.
Takeaway
Write your one-sentence personal brand statement.
Enterprise Programme
Give Your Recruiters the Skills to Generate Business. Not Just Fill Jobs.
A structured development programme for recruitment firms whose teams are working hard but leaving pipeline on the table. Built around the four things most recruitment consultants aren't doing - building personal brand, earning the right to sell, modern BD, and calls that convert.
The Programme
What Change The Game Fridays is about.
Who This Is For
Built for Recruitment Firm Owners Who Know Their Team Has More in Them.
This programme is designed for principals, group heads, and firm owners ready to give their consultants the skills, systems, and presence to generate more business in the current market.
Your Consultants Aren't Building Pipeline
They're waiting for inbound, relying on existing relationships, and avoiding the conversations that actually move the needle.
Personal Brand Is a Business Development Tool
Most recruitment teams aren't leveraging personal brand. Your competitors who do are winning business before you even know it's available.
The Market Has Changed. Their Approach Hasn't.
BD tactics from five years ago aren't cutting it. This programme rebuilds how your team approaches business development from the ground up.
External Delivery. No Internal Build Required.
A complete team development programme delivered by someone who has led sales teams and built pipelines at the highest level.
The Programme
Four Modules. One Team. A Proven Way to Generate Business.
Every module targets a different breakdown point in how most recruitment teams generate revenue. By the end, your consultants know how to build their brand, earn the right to sell, and run a BD system that doesn't depend on luck or timing.
From personal brand to pipeline discipline - each module targets a specific reason recruitment teams leave revenue on the table.
Module 01
Building & Monetising Your Personal Brand
Positioning, LinkedIn Strategy & Content
Turn who you are into what you earn.
Most recruiters either don't post at all or post the wrong things. This module shows your team what a personal brand actually is, how to build one that attracts the right clients, and how to turn visibility into real commercial conversations.
4 sessions
Call
02
LinkedIn Profile & Content Strategy
Outcome
Use LinkedIn as a positioning engine, not a job board.
Takeaway
Define the three content topics you'll post about.
Call
03
Building an Audience & Community
Outcome
Build relationships instead of collecting connections.
Takeaway
Identify five people to intentionally engage with.
Call
04
Monetising Your Brand
Outcome
Turn audience attention into revenue opportunities.
Takeaway
Define one offer to present to a warm contact this week.
Module 02
Earning the Right to Sell & Being an Authority in Your Niche
Trust, Authority & Niche Credibility
Trust isn't given. It's built through how you show up and how you communicate.
Clients don't respond to generic outreach because they don't trust it. This module teaches your team how to lead with insight, show up as an authority, and build the kind of trust that makes clients want to call them - not the other way around.
4 sessions
Call
05
Why Clients Don't Trust You (Yet)
Outcome
Understand the real reasons outreach gets ignored and where trust breaks down early in the process.
Takeaway
Identify 3 gaps in your current BD approach that are costing you conversations.
Call
06
Communicating as an Authority, Not a Recruiter
Outcome
Learn how to lead with relevance and insight so your outreach feels considered, not transactional.
Takeaway
Write 3 messages that sound like you, reflect your market knowledge, and start real conversations.
Call
07
Consistently Show Up Without Being a Nuisance
Outcome
Build a simple, repeatable way to stay visible across channels without relying on LinkedIn alone.
Takeaway
Create your own follow-up rhythm using phone, email and LinkedIn that you can stick to.
Call
08
Use AI, Don't Sound Like It, Keeping the Tone Human
Outcome
Understand how to use AI and automation to support your BD without losing the human edge.
Takeaway
Build a basic workflow: research faster, personalise properly, and turn outreach into conversations.
Module 03
Business Development: Tools, Tactics & Strategy
BD Systems, Outreach & Pipeline Discipline
Build a BD system that runs even when you're not thinking about it.
Good intentions don't fill pipelines. This module gives your team a structured, repeatable BD system - from knowing exactly who to go after, to having the warm call strategy and weekly rhythm to actually do it.
4 sessions
Call
09
Nailing Your ICP & USP
Outcome
Know exactly who you serve and why they choose you.
Takeaway
Write your ICP profile and one-line USP.
Call
10
LinkedIn as a BD Tool
Outcome
Turn LinkedIn into a consistent pipeline source.
Takeaway
Build your weekly LinkedIn BD activity plan.
Call
11
The Warm Call Strategy
Outcome
Make outreach feel like a natural conversation, not a pitch.
Takeaway
Write three warm call openers to use this week.
Call
12
Building a Repeatable BD System
Outcome
Have a full BD system you can run every week.
Takeaway
Complete your personal BD playbook.
Module 04
Calls That Convert - How to Turn Targeted Outreach into Impactful Business Conversations
Outreach, Objections & Conversion
Every great sales conversation starts before you pick up the phone.
Every great sales conversation starts before you pick up the phone. This module turns targeted outreach into impactful business conversations - the mindset, the opener, the objection handling, and the follow-up that lands a real next step.
4 sessions
Call
13
The Mindset and the Maths
Outcome
Kill call reluctance by understanding the real numbers and why effective targeting beats raw dialling.
Takeaway
Build a pre-qualified call list of 20 contacts you've earned the right to ring; AI helps you prepare, but won't do the jobs for you.
Call
14
Earn the Next Minute
Outcome
Open with a clear reason for the call and read the person fast enough to turn a cold contact into a warm conversation.
Takeaway
Write, rehearse and test your personal opener, plus two rapport bridges you can use to keep the call going.
Call
15
Turning "Not Interested" Into a Conversation
Outcome
Stay in the conversation when you hear "not interested" by spotting whether it's a reflex or a real concern, and responding to each the right way.
Takeaway
Build your objection playbook: three responses that re-open a reflex brush-off, and three that address a genuine concern.
Call
16
The Conversation, the Close & the Follow-Up
Outcome
Run a call that feels like a conversation, lands a clear next step, and sets up the follow-up.
Takeaway
Create your call structure and a follow-up cadence across phone, email and LinkedIn.
What's Included
How This Supports Your Business.
For Each Team Member
Full access to all 4 modules across 16 live sessions with Steve
16 session recordings to revisit after every call
Practical frameworks, templates, and toolkits from every session to apply immediately
A personal brand positioning that attracts the right clients and opportunities
A multi-channel follow-up rhythm across phone, email, and LinkedIn they can actually stick to
A complete personal BD playbook to run every week
For the Firm Owner / Principal
Up to 10 seats - one investment, your whole team
Choice of delivery format - 16 weeks online or 4 weeks in-person
A team running proactive BD independently without you driving every conversation
Consultants who lead with authority and insight instead of availability and price
Delivered by a sales leader with 20+ years in recruitment who has built pipelines, led national teams, and advised firm owners across APAC on exactly these challenges
Delivery Options
Choose How You Want It Delivered.
Two ways to run the programme - fixed cohort online or intensive in-person. Get in touch to discuss pricing and confirm availability for the next intake.
Option 1
16 Weeks Online
Up to 10 seats
- Full 16-session programme
- All 4 modules
- Weekly live sessions delivered online
- Personal BD playbook per participant
Option 2
4 Weeks In-Person
Up to 10 seats
- Full 16-session programme
- All 4 modules
- Intensive in-person facilitation
- Personal BD playbook per participant
Option 3
Custom
Your choice of seats
- Full 16-session programme
- All 4 modules
- Custom number of seats
- Personal BD playbook per participant
- Tailored delivery format
Steve Tolen
Sales Leadership & BD Mentor
Steve works with recruitment leaders and founders whose sales momentum has stalled - helping them rebuild confidence, modernise business development, and turn visibility into pipeline.
20+ years in sales leadership across recruitment and consulting
Former leadership roles at Randstad and Allegis
Advisor to recruitment founders and B2B sales leaders across APAC
Voted top 32 globally for social selling
Why Now
The Firms Moving Now Are the Ones Who'll Win the Next 12 Months.
01
The recruitment market has shifted. The firms whose consultants can build trust, lead with insight, and run proactive BD are pulling away from those who can't.
02
This isn't a workshop your team attends and forgets. Every session ends with one action. By week 16, or week 4, your team has a system, not just notes.