Annika de Friend Advisory

I bring nearly 20 years’ experience of building, scaling, leading and restructuring my own recruitment business, growing Source to 45 people and around £13 million in revenue before deliberately reshaping it into a smaller, more specialist and more profitable business.

Today, I work with recruitment founders who want to make more deliberate decisions about the businesses they’re building. That might mean improving profitability, reducing founder dependency, strengthening accountability or deciding what the next stage of growth should look like.

I look at the business as a whole because these issues rarely exist in isolation. Profitability might actually be a productivity problem. Founder dependency can expose weaknesses in structure or leadership. I bring an independent commercial perspective, ask the difficult questions and help identify what can be harder to see from inside the business.

There’s no single definition of a successful recruitment business. It depends on what you want from it. My role is to help you get clear on that, identify what needs to change and turn it into practical action.

Support ranges from a focused Founder Strategy Session or Recruitment Business Diagnostic through to Implementation Partnership and ongoing Strategic Advisory. It starts with a complimentary Discovery Meeting to understand where you are, where you want to get to and whether I can help.