Recruitment has lost its Human Touch.

I started my career in the corporate world and genuinely loved the work I did. But back then, flexible working simply didn’t exist — no matter how highly you were rated, there were no exceptions. My role involved constant travel, which just didn’t fit with nursery hours and life as a lone parent to a small baby.

I knew something had to change, so I made the decision to walk away and move into recruitment, believing it would give me the flexibility I needed to raise my daughter

But it didn’t go to plan.

Three months later, I was fired with a 3 month old little girl to provide for. I

I wasn’t fired because I wasn’t good at my job — but because I refused to be dishonest with candidates just to get them across the line.

I’d never had anything but glowing appraisals throughout my career, so when it all changed I was left completely shell shocked — walking the streets of Manchester with a tear-stained face, wondering how I was going to provide for my three-month-old little girl.

Then it came to me: if the corporate world couldn’t give me the flexibility I needed, I would build it myself. Three months later, I launched my own recruitment business — and I’ve never looked back.

That experience taught me two things:

1. How brutal recruitment can be when it’s done badly.

2. That I never wanted to work like that again.

I set out to build WhatIf to do it differently — with honesty, integrity, and a focus on what actually works.

Because here’s the truth: the right person changes everything.

Don’t underestimate the power of one person — especially one who’s deeply connected in the industry and knows how to find the people you can’t.

Over the past 14 years, I’ve built real relationships across Financial Services. When I need to, I collaborate with other top recruiters — but I always keep my standards high.

Talent comes in two forms: those who are actively applying and those who aren’t. The real advantage? Searching the whole talent market and knowing how to engage with both.