How Blunt Messaging and Smart Systems Grew a More Profitable Recruitment Firm, with Jordana Matsos

How do you grow a high-margin recruitment business without hiring a big team—or chasing every lead? And what happens when you go all-in on yourself, right before a global pandemic?

In this episode, I’m joined by Jordana Matsos, founder of Higher Equity, who shares how she launched a solo sales recruitment agency with no prior agency experience—and grew it into a $500K+ business by being radically transparent, highly organized, and boldly direct.

We discuss why blunt messaging often works better than polished sales talk, how Jordana systematized her entire operation to run lean, and the lessons she learned after scaling too quickly. She also shares how she created an online academy for job seekers, turning inbound candidate traffic into an additional revenue stream.

Episode Highlights:

[03:43] From sales leader to recruiter: Jordana’s career pivot

[11:16] Building the business: pricing, tools, and tech stack

[14:28] Leveraging video and short-form content to attract talent

[21:58] What went wrong when she scaled too fast

[28:45] Creating the HireQuity Academy to serve job seekers

[40:46] SOPs and templates that saved time and ensured consistency

[45:48] Business development: blunt pitches, smart triggers, and warm referrals

[58:30] Why transparency builds trust with both clients and candidates

Blunt Messaging That Converts

Jordana’s “blunt honesty” approach is one of her biggest differentiators. She shares full job details upfront—company name, comp, and expectations—which earns her 55–70% candidate response rates. For clients, her pitch deck goes out in the first message, including fee structure and recent placements, eliminating unnecessary back-and-forth and building immediate trust.

Systematizing Solo Success

Coming from a corporate sales background, Jordana knew she had to create repeatable, efficient processes. She templatized everything—from client onboarding to follow-ups and outreach. Tools like Google Sheets, Taplio, Otter.ai, and Aspect helped her automate and scale as a solo operator.

Lessons from Scaling Too Fast

After a strong first year billing nearly $300K solo, Jordana hired a full-time recruiter, BD rep, and sourcer. But expenses skyrocketed, margins plummeted to 20%, and client relationships suffered. She course-corrected by downsizing, letting go of low-margin clients, and doubling down on her niche—bringing her gross margins back to 60%+.

Creating a Revenue Stream with Purpose

Unable to serve every candidate personally, Jordana built the HireQuity Academy—an online course that gives job seekers an inside look at how recruiters think. With templates, interview prep, and real-world advice, it helps candidates stand out—and gives Jordana an additional income stream without trading time for money.

About Jordana Matsos

Jordana spent 15 years leading sales teams before founding Higher Equity in 2021. She now helps companies hire high-performing sales talent while running the HireQuity Academy to support job seekers.

Tools & Resources Mentioned:
Taplio | Otter.ai | Aspect | Cliff AI – now part of Quantive.

Connect with Jordana:
LinkedIn | Instagram | YouTube | HireQuity Academy | HireQuity Recruitment

Connect with Mark Whitby:
Free 30-Minute Strategy Call | LinkedIn | Instagram | Facebook

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