A brand is a shortcut. It means people see something that conjures up a vision they either want to engage with or don't.
 
McDonald's – the golden arches, the fluffy buns and that Gurkin they always add to it.
 
You're either licking your lips now or going "yuk, I'd rather not".
 
That is the power of a brand. But you aren't McDonald's, and neither are you Apple, Mercedes, Disney, or any other big brands.
 
So, what does a brand mean to you, and how can you build one and make it work for you?
 
That's what I explain in this video.

Over the years, I’ve discovered a few things I’m good at but take for granted.
 
It always surprises me when I discover that others find these things hard or even impossible to do.
 
These are my business superpowers, and the good thing is that WE ALL HAVE THEM.
 
But we often don’t recognise them as superpowers and don’t capitalise on them.
 
In other words, we’re not making the most of our personal assets.
 
In this episode of FTDOMA, I will explore this topic further and explain how you can discover yours.
 
Don’t let perhaps your biggest asset go under-utilised, and no, you don’t have to wear tights and a cape (unless you want to).

AI is starting to influence the life and productivity of the average recruiter.

It writes job adverts, emails, candidate profiles, LinkedIn posts, and so much more.

It also takes notes, interprets them for you, and searches better than Google.

But on a capability scale of 1 to 100, this accounts for a score of 7 for what we will be able to do in a couple of years’ time.

Amazingly, it accounts for 20% of what AI can do now—and we want you to see this for yourself.

So you can learn more about the AI Showcase I mentioned, and you can register right here: https://www.recruitmentpioneers.com/ai-recruitment-showcase

This is not a shopping expedition. It is a look at what is available and what will be available soon.

Don’t miss this one, guys. You need to be ahead of the AI curve, and this will help you do that.

Uber decided to include a map and estimated time of arrival after watching the James Bond movie Goldfinger.

But can you use the same psychology with your clients to stand out from the competition and draw them into you?

You can, and I know this because many search firms already do this.

A simple weekly or bi-weekly update on progress can assure them that progress is being made, plus it demonstrates the effort you are putting in for their vacancy.

In this week’s FTDOMA, I will reveal everything.

Do you already do this, and if so, do some clients value it?

Bill Gates and Warren Buffett were both asked at the same time what was the biggest factor in their success.

They both answered the same thing: Focus.

If that’s not enough, here’s an 89-second interview with Jony Ive on how much Steve Jobs valued focus:

https://www.youtube.com/watch?v=EKBVLzOZyLw

I mention it in this month’s FTDOMA and I watch it at least once a month.

So, we all know focus is so important, but how can you stay focused?

It comes down to one simple question you and the rest of the team can ask at any time.

That’s the key theme in this week’s message. Enjoy (and please watch that Jony Ive video, too).

All business owners want four things from their business: income, free time, job satisfaction and wealth.
 
In other words, you need enough money to lead the life you want, the time to enjoy it, a great job, and a retirement fund to allow you to enjoy your sunshine years in style.
 
The sole purpose of your business is to deliver these four things. But too often, it doesn’t.
 
In this edition of FTDOMA, we will start a new era simply by documenting exactly what you want in these four areas.
 
If you feel that you work too hard for your business, then this video blog is an absolute necessity.

Building a niche is hard.
 
You must choose the right discipline, not too big so you stand a chance of cornering the market but not too small so you can’t make enough money.
 
Plus, the competition will probably have already occupied the most lucrative niches before you even start.
 
But supposing there was a way to cheat the system?
 
Well, that’s the subject of this week’s FTDOMA.
 
We are going to explore a way to niche down in any discipline, and it is much less hassle to build your candidate/contractor pool.
 
SPOILER ALERT: think quality, not discipline.

When I work with recruiters, I notice that their approach to fulfilment is not bad, but it’s not great either.
 
And yet, to be successful in this climate, it must be well above average.
 
The bottom line is that’s what clients buy from recruiters: your ability to really understand vacancies and find great matching candidates that other agencies can’t find.
 
So, check out this video and start measuring how good you/your team are at fulfilment.
 
I believe that being great at fulfilment is the foundation for a successful recruitment firm.

Our mission is to make you all winners – simple as that.
 
2025 will be about better quality instructional videos and better tools to open up and develop relationships.
 
We’re also digging deeper into tactical BD for those who need instant results.
 
Not to mention, we’ll be ramping up our deep-dive workshop programme.
 
So, check out the full program of gear you can expect from us in the first quarter of this edition of FTDOMA.

It's been a challenging year, but hopefully, 2025 will be better.

In this message, I'd like to ask you to do three things that will make your 2025 more productive.

Don't worry, they aren't hard, take very little time and cost no money.

But we do want to start the year well. The three things relate to: -

• What you want from your business.
• A simple way of hitting January running.
• How can you increase the rate of change you want to make to your business.

So do enjoy it and I'll see you next time.