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FOUNDER DIARIES - From Social Media to Strategy: James Whitelock on 13 Years Building ThinkinCircles

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About this episode

Nitin Sharma speaks with James Whitelock, Managing Director of ThinkinCircles, about his 13-year journey building a recruitment marketing agency. James shares his candid founder story, from nearly giving up in the early years to evolving the business from social media delivery to a trusted strategic marketing partner serving board and C-suite clients.

The conversation explores how recruitment marketing has transformed from the rise of social media to today's AI-driven landscape. James discusses his approach to angel investing in recruitment and HR tech, his philosophy of only backing businesses in spaces he deeply understands, and the communities he's built including the Recruitment Curry Club and the Association of Recruitment Marketing Agencies (AoRMA).

Throughout the episode, James shares lessons in resilience, financial discipline, and the importance of avoiding comparison as a founder. He reflects on his biggest wins, regrets, and offers advice for entrepreneurs building sustainable businesses in the recruitment industry.

Key takeaways

  • James built ThinkinCircles over 13 years by transitioning from social media services to strategic board-level marketing partnerships.
  • Recruitment marketing has evolved from social media rise to AI-driven strategies, requiring agencies to continuously adapt.
  • Angel investing works best when backing businesses in sectors you deeply understand and can actively advise.
  • Building communities like the Recruitment Curry Club and AoRMA creates lasting value beyond individual business success.
  • Financial discipline and resilience matter more than comparison with other founders when building long-term business sustainability.

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