The Resilient Recruiter
Recruitment Coach Mark Whitby
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How To Generate 100% Inbound Leads and Retained Revenue by Building a Community, with Kyle Winterbottom
Building a thriving recruitment business in the middle of a global pandemic may be unimaginable to most people, but not for Kyle Winterbottom. Kyle’s strategy is clear and straightforward: give value, give value, give value! In this episode, Kyle uncovers the story of his journey into the recruitment industry and how the global crisis turned into a pathway of opportunity. Kyle is the Founder & CEO of Orbition Group, an award-winning talent solutions business. Based in Manchester, they focus exclusively on scaling Data, Analytics, and artificial intelligence teams across the UK, Europe, and the USA. Kyle is also the Founder/Host of the Driven by Data Community which is comprised of three components; The Roundtable, The Podcast, and The Mentorship. Kyle elaborated on his three proven long-term strategies for boosting engagement and building relationships Episode Outline and Highlights [02:02] Launching a recruitment business during the height of the pandemic. [06:11] Community building and visibility to build brand awareness. [10:23] Giving value through podcasting - should you start your own podcast? [17:02] Establishing commercial relationships. [24:26] How hosting live events can scale your business by demand. [34:43] Kyle talks about their Mentorship Programme and why it is the best long-term strategy. [41:57] Growing by demand vs. growing by design. [46:10] Revisiting business development strategies. Give Value, Give Value, Give Value. The pandemic can be perceived by many as not the best time to launch a business, but Kyle looked at it as the best time to kick off Orbition. His strategy is clear and straightforward: leverage content marketing and community building to build brand awareness. Give value first, and build relationships after. “I guess that the whole premise was very simple. Just create a community of people who will ultimately be potential target customers and buying clients. Let's add a load of value to them and from there that'll create relationships. That then I guess the whole premise really is give value, give value, give value.” Kyle elaborated on his strategies and you will find that there are three main takeaways: Content marketing and adding value to your ecosystem can lead to a snowball effect, where people will want to participate in your engagement activities. Prioritizing value adding to your market will generate not only visibility. It will position you as an expert and thought leader which gives you authority. It builds the best type of relationship - as your audience appreciates your contributions, you build a relationship that goes beyond the customer-vendor type. Kyle shared his practices on how they continuously add value: via podcasting, live events, and mentorship programs. Podcasting and Hosting Events I was astonished when Kyle shared with me that 100% of their clients are through inbound marketing. I really wanted to pick his brains on their roadmap and the strategies they use. He shared that podcasting has been a really effective tool in engaging with their target audience. One of the reasons that it is really successful is because it invited guests who they find credible, people of influence and seniority within the marketplace who have something to share. Kyle also reminded the listeners that it can take time to really get engagement and ROI - so it is really important to be patient and consistent. After the pandemic, Kyle and his team started hosting free live events. These events started to garner more demand than they could facilitate, so they had to find the right balance of content and format in order to scale these events. They get very positive feedback from those who participate in these live events. Kyle and his team are able to bring together Chief Data Officers to share best practices while networking with one another. Aside from the above e
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