Helping AJ Recruitment Increase Results by 120% and Develop Motivated, Empowered Managers and Recruiters


Andrew Brindley

MD, AJ Recruitment

AJ Recruitment and AJ Community Care is a leading provider of social care staffing solutions and community care support. Having been established for over ten years and experiencing consistent growth; the AJ Group’s performance then started to plateau.

Andrew Brindley and Jo Guy, Managing Director were eager to kick start the company’s financial performance and growth. They engaged with a coach who assisted them in bringing new; structures, procedures and systems into the business.

Unfortunately the results were not at the level that Andrew and Jo wanted. Their goal was to grow their billings and increase their margins in a sector that had experienced significant budget cuts and where there was a downward pressure on fees.

Andrew and Jo realised that to grow their company, they were too hands on. Their team members had little autonomy and their culture reflected a ‘tell and do’ style.

If they didn’t break the cycle of ‘trying’ to do everything and start growing their people nothing would change. Developing managers was regarded as a high priority and yet they had few tools to do this.

It was at this point that Andrew and Jo were introduced to Nicky Coffin.

The identified solution was for Andrew to participate in the six month Manager Leader programme led by Nicky Coffin. This involved a combination of workshops, online learning and 1:1 coaching calls with Nicky.

Nicky challenges you to make a difference to what’s important and encourages you to just do it and not to be afraid if things go wrong.

The Challenge:

  • Develop a culture where team members contribute to the company’s growth.
  • Develop empowered managers who could step up and take responsibility.
  • Increase employee retention.
  • Grow billings; whilst maintaining or even growing margins.

The Outcome:

  • 120% Business growth.
  • Record week, month and year.
  • Fully staffed for 1st time in 2 years.
  • Decreased debtor days by 50%.
  • 50% increase in temp placements.
  • Open culture where individuals are; motivated, empowered, developed
  • Increased retention.
  • Team members now think for themselves and generate ideas.

Transform Your Business and Your Results!

More Success Stories

Cathy Bates

MD, Essential Personnel

“Doubled our Average Fee and Invoiced Our Highest Amount in Perms for 4 Years!”

I’ve worked in recruitment for over 20 years and have always been successful but have never been able to get my consultants to achieve the same degree of success. The course has changed everything for me. It made me realise that the success or failure of my consultants lay at my door and has given me the tools to ensure that they are as successful as me. Since the training, my consultants are overachieving their targets, in March we invoiced £24350 in perms, which is the highest we have done in 4 years… For April we billed £24912.50 and we”ve still got the temp revenue to add to this!! We have also increased our average fee by 50%. It has been amazing!

Steve Evans

Client Services Manager, JAM

Increased Team Revenue by £100,965 In 6 Months

This management training course has helped me to increase revenue by £100,965 for 5 consultants over a 6 month period.


Oliver Gilkes

Team Leader, PE Recruit

“An Extra £320k in Sales”

Following on from Nicky’s course, my team increased their results by 84% – and extra £320k. One of the things Nicky suggested completely transformed my pipeline of new business. This year, we have increased our sales again by 38%. The main reason for this increase in billings is going on Nicky’s course. It was great to be in an environment which encouraged the sharing of best practices, taught me how to plan strategically, how to train members of my team and how (and what) to delegate.

Rachael Dormer

Senior Consultant, White Label

Just Had My Biggest Month Ever - £37,335!

“Since we last met I have consistently been out on 5/6 client meetings each month – pitching and that fear is no longer an issue! AND I have just had my best month ever in recruitment! Doing 4 x deals for £37,335. I just wanted to say thank you for all your help!!”

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