What does the future look like for recruitment agency owners?

In this episode, I’m joined by DeeDee Doke, Editor-in-Chief of Recruiter magazine. With over 20 years in the role, DeeDee has a unique view of the industry, both in the UK and globally.
We recorded this live at the Recruitment Agency Expo in London, and talked about how recruitment is changing — fast.

Whether it's AI, M&A trends, or the shift from start-up to scale-up, we cover what agency leaders need to know to prepare for the next five years.

Episode Outline and Highlights

[03:00] DeeDee’s journey from Seattle to London — and 20 years leading Recruiter magazine
[08:00] Discussion on doing business in the US in 2025 from the perspective of UK recruitment companies.
[09:30] US events and the economy impact the UK recruitment market.
[19:04] The differentiator between the UK recruitment industry and the US
[27:00] AI and the future of recruitment.
[34:47] Advocating the professionalism and pride of the recruiting profession.
[40:29] Redefining recruitment: professional pride, upskilling, and smarter hiring

Innovation is King - Especially in a Saturated Market

DeeDee and I had a very interesting conversation on the similarities and differences between the UK and US recruitment markets. One of the key differences I pointed out is how saturated the UK market is compared to the US, while the US offers more profitable potential due to fees generated from higher salaries. DeeDee pointed out one thing that sets apart the UK market as a differentiator - she believes that the UK recruitment agencies, especially SMEs, are often more innovative than their US counterparts, not because of scale, but because saturation forces creativity. The US tends to focus on scale, while UK firms focus on differentiation and doing things differently.

But the key takeaway is this: You don’t need to be the biggest—you just need to do things differently, and better. Innovation is now a competitive requirement, not a nice-to-have.

AI and the Future of Recruitment

You will also enjoy DeeDee’s insightful take on the advent of AI and how it will impact recruiters globally. We agree that AI will be useful in freeing recruiters from administrative tasks to focus on human interaction and strategies. The integration of AI tools can also improve the candidate experience by providing timely updates and personalized communication, fostering a more engaging and supportive recruitment process.

With the streamlining and efficiency potentials AI can offer, it is also important to shift the focus from the old model of scaling, where you would need to add more people. With AI tools evolving fast, firms may no longer need as many people to get the same—or better—results. Efficiency and smart use of tech will define the next wave of growth.

It’s Time to Champion the Value of Recruitment

DeeDee has always advocated the value and importance of the recruitment profession. Too often, recruiters don’t get credit for the work they do—whether it’s helping someone into a new career, reskilling talent, or supporting growth in client businesses.

DeeDee encourages agency leaders to enter awards, tell their stories, and raise standards across the profession. Doing your part means being proud of what you do as a recruiter or recruitment business owner by making others know of the impact you are making.

Is there value in doing so? Indeed, this can attract better clients and talent in the long run.

DeeDee Doke Bio and Contact Info

Long-time editor of Recruiter magazine, DeeDee has more than 20 years of experience as a recruitment/HR specialist journalist and editor. She also has significant international experience as a defence and aviation journalist and in entertainment (theatre, contemporary music) reporting and editing. Originally from Seattle in the US, she has been a proud UK subject/citizen since 2007.

DeeDee on LinkedIn
Recruiter Magazine website link
Recruiter Awards website link

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