How to win in a changing market
In today’s challenging recruitment market, some staffing firms are struggling to gain traction – while others are growing and winning business. At this year’s Engage Boston, three recruitment leaders—Rich Smith, Chief Marketing Officer and Co-founder at Atlas MedStaff; Allegra Highsmith, Vice President of Recruiting at Goodwin Recruiting; and Andrew Bull, president of ALKU—joined Keith Weightman, RVP of National Accounts at Bullhorn, to discuss the key strategies businesses can use to move forward, in any market.
Human connection still wins – every time
Even in a world rapidly being transformed by automation and AI, people remain the heart of this industry. “I don’t think anything really has changed for us as individuals,” says Smith, “I think we just went back to what we knew we were good at — and that was people.”
During the pandemic, healthcare staffing firm Atlas MedStaff’s approach became overly transactional, focusing on speed and volume rather than connection. But recently, they have returned focus to the person on the other end — a clinician caring for your mom, son, or grandparent. This meant picking up the phone and understanding candidates’ real reasons for their choices.
Goodwin’s Highsmith emphasized that a company’s values should be woven deeply into how it operates. Rather than chasing every job order, she believes in focusing on the ones that will bring lasting success and fulfillment to both her clients and candidates.
The right sales training can also help team members find more enduring success. At ALKU, AI-powered role-playing exercises with “brutally honest” hiring managers help individuals better sharpen their instincts. These sessions are part of a broader strategy that includes annual in-person role-play competitions, where account managers pitch to a client and receive direct feedback from leadership. This mix of traditional coaching and AI-enhanced practice accelerates growth and confidence.
At Goodwin, peer-to-peer learning fosters collaboration and continuous knowledge sharing, while Atlas MedStaff leans into consistent coaching to drive individual success. Across all three firms, feedback is direct, constructive, and designed to prepare teams for the realities of the field.
You have to choose the right people
And while strategies matter, it’s the people that can truly give businesses a competitive edge. Bull emphasized that success begins with team members who are hardworking, driven, and ambitious. In a tough market, the strongest rise while others tend to lose momentum.
This understanding helps leaders shape teams that have staying power. “Recruiting isn’t for everyone,” says Smith, “And showing them the door is very difficult. We were far too slow to fire — and that probably hurt us.” Ultimately, building a resilient team takes tough calls and a foundation of shared values. When your team members are aligned and connected, businesses thrive.
Technology is more human than you think
Though it may seem counterintuitive, technology can help firms grow more authentic, people-oriented sales practices, which can lead to more wins. Goodwin used AI tools like ChatGPT to boost email open rates from 36% to 46%, driving more client conversations. They also automated referral requests, knowing “92% of people trust a referral from someone they know.”
Automating this process can also provide a steady stream of leads. By prompting happy clients and candidates to share their positive experiences, firms build credibility and expand their reach without added outreach.
At ALKU, automation saves three to four hours a week per account manager through smart call lists. Bullhorn Analytics helps optimize interview-to-placement ratios. They’ve also trained their Salesforce to request three unique candidate interviews per opening, which significantly boosts the odds of making a successful placement.
At Atlas MedStaff, the team implemented Toro, a powerful tool designed to surface insights from previously untapped unstructured data — such as recruiter notes, emails, and call transcripts — within Bullhorn. By transforming this data into searchable, actionable intelligence, Toro gave recruiters a deeper understanding of both candidate preferences and client needs. With greater visibility into each interaction, the team was able to accelerate the matching process and increase candidate submissions.
But adoption hinges on buy-in. Bull emphasized the importance of gathering feedback and letting team members lead the way. Smith urged leaders to prioritize consistent messaging and celebrating small wins. Highsmith framed new tech as a tool for doing what the team already values: helping people.
Listening can power your next move
Believe it or not, active, engaged listening can help grow your business. At ALKU, market shifts are often flagged by account managers and recruiters on the phones. This approach led to their expansion into the semiconductors sector.
At Atlas MedStaff, Smith recalled client signals that couldn’t be ignored: “They were hitting you over the head saying I need you to look at locums, at per diem.” Some paths didn’t fit but others led to real growth and loyalty. The key was listening carefully, and then taking action.
Business development also requires attentive listening. “There’s not yet a replacement for face-to-face relationship building,” Bull said. Pair that with access to niche talent and long-term partnerships follow.
Growth starts at the top
All of these strategies are rooted in strong leadership. Bull described ALKU’s “futures program,” which cultivates leaders who nurture growth, communicate with clarity, and take ownership.
Smith shared that Atlas MedStaff grows leaders from within, promoting those who’ve walked the same path as their teams. Highsmith highlighted Goodwin’s expanding leadership team, guided by a CEO who champions agility: “Run with scissors…but stay grounded in values.”
Ultimately, leaders today need to know how to lead with purpose and conviction – and when to allow others to do the same. Because when leadership is aligned and empowered, growth follows.
You’ve got this
In a world where markets shift overnight, lasting success comes from staying grounded in what matters most: the right people, clear values, and technology that deepens human connection. As Weightman noted, the most successful firms move with agility, prioritize relationships, and place production leaders — not just IT — at the forefront of innovation. By cultivating adaptable talent and aligning tech with purpose, organizations can navigate change with clarity and confidence.
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