With three decades of experience in recruitment under her belt, Anna Maher, director of Anna Maher Recruitment, has seen the industry shift beyond recognition. From window cards and classified ads to AI-driven talent sourcing, Anna shares with unLTD the key lessons she has learned along the way...
1. Technology has transformed recruitment – but personal connection still matters
In an era dominated by instant messaging, social media and voice notes, Anna highlights a paradox: “We’re more connected than ever, but also more disconnected.” Despite the convenience of WhatsApp and LinkedIn, meaningful communication remains crucial. “Picking up the phone and meeting people face to face is still one of the most effective ways to build trust,” she says.
2. Candidate etiquette has changed – resilience is key
Recruiters today face an increased risk of candidates ‘ghosting’ – cutting off communication without explanation. Despite there being a wealth of new tools to make reaching candidates easier, they have also created a more casual approach to professional interaction. “I used to chase people. Now, if I don’t hear back within 48 hours, I move on,” she explains. “I think it’s really important to have that buy-in and commitment early on from both parties.”
3. Competition is fiercer than ever
In the early days of her career, Anna recalls, only a handful of agencies operated in Sheffield. “Now, it’s four or five times that number – maybe more,” she says. With multiple recruiters often vying for the same candidates, building strong, personal relationships is more important than ever. “You’ve got to get candidates and clients to want to stay with you – that’s where consistency and getting good results coming in.”
4. Branding matters – for agencies and clients
Gone are the days when a good reputation alone could carry a recruiter. Now, agency branding, online presence and employer ethos are critical. Anna has embraced this shift, investing in her personal and business brand through social media, networking and community engagement. “Your website and LinkedIn presence are reflections of who you are,” she says. “It’s often the first time a client or candidate might see or hear from you, so getting that message and ethos across from the start is a big thing.”
5. Adaptability is essential
Despite an approach to communication that’s rooted in old-school values, it's important to recognise the necessity of evolving with the times. From learning how to market vacancies through search engine keywords to tailoring services to individual client needs, adaptability has been a cornerstone of her success. “You can’t sit still,” she says. “There are tools to help and you need to move with the times, but it’s about balancing that out with experience and an honest, people-first attitude.”
6. Community connections are key
Networking today is about more than finding clients – it is about showing genuine involvement in the local business community. Attending events, supporting local initiatives and simply being visible have all helped Anna and her brand maintain a strong presence in Sheffield’s competitive recruitment market. “You have to make that effort to get out there and be part of the business community – it’s something that I love doing,” she explains. “It keeps you on your toes and ultimately is great for business!”
7. Understanding candidate expectations is crucial
Modern candidates expect more from potential employers. Culture, values and social responsibility increasingly factor into job decisions. “People want to know what a company stands for before they commit,” Anna says. Recruitment agencies, in turn, must showcase their own ethos and principles to attract both clients and talent. “It’s all about practicing what you preach!”
8. Diversity and inclusion are now core, not optional
Once a tick-box exercise, diversity and inclusion are now vital drivers of innovation and success. Anna has seen a shift in the way organisations embrace difference – from neurodivergent talent in tech roles to alternative education backgrounds in leadership pipelines. “It’s not about fitting people into a mould anymore – it’s about asking how they can contribute and what else they can bring to the table,” she says. Companies now actively build strategies to include and support diverse talent, and recruiters must lead that conversation with both clients and candidates.
9. In-house recruitment has changed the game — but opened new doors too
When Anna started out, few companies had internal recruitment teams. “Sometimes a big company would just pick up the phone and say, ‘We need 40 people’,” she recalls. Now, in-house teams can handle much of the day-to-day hiring — but instead of seeing this as a threat, it’s about building collaborative partnerships. “I’m often brought in for senior or specialist roles,” she explains. “They see me as an extension of their team — I sit in on strategic meetings, I represent them to candidates. It’s about trust and expertise.” This evolution has elevated the role of external recruiters into strategic talent advisors.
10. Reputation is everything — and transparency is key
“Thirty or twenty years ago, your reputation was built in private conversations. Now it’s public,” she reflects. From Google reviews to LinkedIn recommendations, the impact of each client or candidate interaction is visible. Acting with integrity – even when a placement doesn’t go ahead – is now more critical than ever. “You can’t just push someone into the wrong job and wipe your hands of it. Bad jobs and experiences will follow you,” she says. Her advice? Treat everyone with honesty and respect, because the industry is smaller than you think. “Good values don’t go out of style. A lot has changed in the last three decades but the importance of honesty, integrity and fairness has always stayed the same for me.”
w. www.amrl.co.uk
T. 07715454545
E. anna@amrl.co.uk
