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From Content to Candidates: Will Grashoff on Building a Modern Rec2Rec Business

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About this episode

Nitin speaks with Will Grashoff, the content creator and founder behind Will's Talent, about building a modern Rec2Rec recruitment business. Will shares how he pivoted from a generalist agency to specialise in recruiting for other recruitment firms, and how video content on LinkedIn and TikTok became his most powerful business development tool. The conversation explores client selectivity, building trust with talent, and why agencies should modernise their approach to technology, learning and development, and key performance indicators.

Will and Nitin discuss the shift away from vanity metrics like headcount towards profitability per head, the reality of remote team management, and what actually motivates candidates and consultants in today's market. Will reflects on leadership culture, the importance of empowerment over micromanagement, and why not every top performer launches their own agency. The episode offers insights for agency owners seeking to scale smartly, Rec2Rec professionals, and leaders looking to modernise their organisations.

Key takeaways

  • Video content on social media drives business development more effectively than traditional methods for recruitment agencies
  • Specialising in Rec2Rec allows agencies to be selective with clients and build stronger, more profitable relationships
  • Modern tech stacks, learning investment, and tailored KPIs matter more than headcount for sustainable agency growth
  • Remote team management requires trust and empowerment rather than micromanagement to retain top recruitment talent
  • Profitability per head and consultant versatility are better success metrics than traditional vanity measurements

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