Luke what’s your backstory?

Before founder life — before the branding, awards, or billboard campaigns — I was just a kid from the South Coast of New South Wales trying to survive a world that didn’t make much space for someone like me. I grew up in a regular Aussie household. Both Mum and Dad worked full-time, so I spent much of my early childhood with my grandparents. They gave me the stability and warmth I needed when life got noisy. We moved around a lot — Sydney, the Southern Highlands, and eventually the NSW South Coast, where I did most of my schooling in Jervis Bay and Batemans Bay.

But when I was eight, my dad walked out of my life without warning. At that age, you don’t have the emotional toolkit to understand abandonment. You just carry it. From then on, life became heavier. I was exposed to things no child should witness — drugs, violence, trauma — all while watching my mum break her back to keep us going. She never let me fall. She got me through school, and through life. Her strength is the reason I’m still standing today.

School wasn’t kind to me. I was overweight, bullied constantly, and barely had any friends. I was doubted at every turn. I didn’t feel like I belonged anywhere. I learned to wear humor-like armor and kept most of my pain to myself. I’d come home, shut the door, and escape into a world where I wasn’t judged for how I looked or what I lacked. However, one thing I always had was a work ethic. During high school, I worked after school and on weekends. I did shifts at IGA and at a local Chinese restaurant. I was promoted quickly at the restaurant, thanks to Mary and David Wong, who taught me the fundamentals of business and what it meant to lead with heart. I still owe them so much. As for IGA — I was fired for giving my mates a few discounts. A lesson in consequences. These days, my own office is covered by security cameras. Call it poetic justice, or just me making sure no one's sneaking off with a carton of Coke.

After school, I moved into the media world — radio and print. I climbed the ladder quickly, and by nineteen, I was the youngest FM radio Content Director in Australia. I worked in places like Broome, Canberra, Dubbo, Goulburn, Jindabyne, and Nowra. It was fast-paced, high-pressure, and full of life. Eventually, I shifted into real estate and joined a leading agency on the South Coast. I loved it. I was good at it. But a public defamation case changed everything. I had to step away — and in many ways, start over. I’ve had businesses that didn’t make it. I’ve built ventures that failed. And more than once, I’ve been brought to my knees by life. I attempted to take my own life twice. Those moments are hard to speak about, but they are part of my story. The lowest moments are what gave me the drive to create something that mattered.

In 2023, I relocated my business from Canberra to the Gold Coast. I weighed 150 kilograms. I was exhausted — mentally and physically. But I made a decision to change. Slowly, day by day, I rebuilt. I worked on myself the same way I worked on the business — with purpose, with grit, and with no Plan B.

Today, I’m proud to say that I lead the number one recruitment brand on the Gold Coast. Whitefox Recruitment has become the most awarded and reviewed agency in the region. And personally, I now sit at 83 kilograms — the healthiest and happiest I’ve ever been.I didn’t build this business because I had money, contacts, or a blueprint. I built it because I knew what it felt like to be overlooked. I knew what it meant to be doubted. And I wanted to create a company that gave people a second chance.

If you’re reading this and you feel like the odds are stacked against you, I want you to know this — if I can make it, so can you. Because if that lonely, overweight, anxious kid from Batemans Bay can turn his life around, then truly, anything is possible.

What does Whitefox Recruitment do and how did you come up with the idea?

Whitefox Recruitment is a human-centred recruitment agency that connects exceptional people with companies that genuinely value them. We operate across both white-collar and blue-collar sectors, from entry-level roles through to executive appointments. But unlike traditional agencies, we don't treat people like numbers or transactions. For us, recruitment is personal — it’s about unlocking potential, rebuilding confidence, and creating real opportunity. Because I know exactly what it feels like to be on the other side — overlooked, doubted, and desperate for a break. However, Whitefox didn’t start with a grand vision or an investor pitch. It started with survival.

Back in 2019, I founded the company under the name Coceptive Recruitment. At the time, I was commuting four hours a day — two hours each way — between Batemans Bay and Canberra, just to build something of my own. I worked out of a humble co-working space, taking client calls from shared boardrooms, printing CVs in communal areas, and bootstrapping every single piece of the puzzle. There was no safety net — just a belief that I could create something different in a tired, transactional industry. Later that year, things took a big step forward. I signed a five-year lease on a commercial office space in Canberra. We were growing fast. I had just built a team of nine, and for the first time, it felt like momentum. But life had other plans.

Not long after the lease was signed, the bushfires devastated my hometown on the South Coast. I was torn between running a business in Canberra and worrying about the safety of loved ones back home. The main highway and thoroughfare between the Coast and Canberra was completely shut for months — cutting me off from family and fracturing any sense of routine. There were no rent incentives offered. No flexibility. Just pressure — relentless and unyielding. As we tried to find our footing, the region was then hit with floods. And then, the unthinkable — COVID. In a matter of weeks, everything unravelled. I went from a bustling team of nine to just two people overnight. I watched the dream I had worked so hard to build a teeter on the edge. And I’ll be honest — it broke me. Financially, emotionally, mentally. But somehow, I kept going.

Coming out the other side of all that, it was clear that we had outgrown the name Coceptive. That brand was born in the trenches — in survival mode. But I wasn’t surviving anymore. I was rebuilding. We needed a new identity, one that reflected not just who we were, but who we were becoming and that’s when Whitefox was born.

The name wasn’t pulled from a branding book. It was intentional. In Greek mythology, the white fox symbolizes resilience, adaptability, and intelligence — a creature that survives through chaos by trusting its instincts. That symbolism hit home. That was my journey. That was our business. A white fox doesn’t run with the pack. It creates its path — something I’ve done my entire life.

In 2023, I made a bold decision. I relocated the business from Canberra to the Gold Coast, seeking a fresh start and a healthier environment — for both myself and the company. At the time, I weighed 150 kilograms. I was mentally and physically exhausted, carrying the emotional weight of years of hardship. But just like I rebuilt the business, I rebuilt myself. Day by day. Brick by brick. I changed my habits, my mindset, my health. I now sit at 83 kilograms — the fittest, strongest, and clearest I’ve ever been.

Whitefox Recruitment is now the most reviewed and most trusted agency on the Gold Coast. We've achieved national recognition, picked up major awards, and built a brand that speaks for itself. But more than any of that, we’ve helped thousands of people find meaning, purpose, and stability in their work — many of them people who, like me, just needed someone to believe in them. This business wasn’t built on luck or privilege. It was built on grit, hard lessons, and the kind of resilience you only find when you’ve been pushed to the edge.

And now? We’re just getting started.

Why did you choose to focus on both white-collar and blue-collar for your market?

Because people are people — whether they wear a suit or steel caps.

When I started, I knew I didn’t want to build a recruitment agency that only catered to one side of the market. I’ve walked in both worlds. I’ve worked in corporate boardrooms, but I’ve also scrubbed restaurant floors and done the late-night shifts stacking shelves. I’ve seen firsthand how both sides of the workforce are undervalued in different ways — white-collar professionals often become just another number on a spreadsheet, and blue-collar workers are too often overlooked despite being the backbone of this country.

I wanted to change that.

Our decision to specialize in both white-collar and blue-collar wasn’t just a business strategy — it was a reflection of our values. We don’t believe in placing limits on who we can help. We work with people, not position titles. Whether it’s an executive looking for their next leadership role or a laborer trying to get back on their feet after a tough run, we treat every placement with the same level of care, dignity, and professionalism.

Recruitment shouldn’t be a divided landscape. It should be inclusive, holistic, and human-first. And by working across both markets, we’ve built a stronger network, broader capability, and a reputation for delivering results no matter the brief.

That’s what makes Whitefox different. We don’t just fill roles — we bridge worlds.

How did you acquire your first 20 clients and candidates, and what strategies worked?

Honestly, it was a mix of relentless hustle, human connection, and doing things differently from day one. In the beginning, when we were still operating as Coceptive Recruitment, I was running everything solo out of a co-working space, commuting four hours a day between Batemans Bay and Canberra. I didn’t have a team or a reputation. What I did have was a drive, a phone, and a deep belief in the way recruitment should be done.

I cold-called businesses, knocked on doors, sent hundreds of personalized emails, and reached out to people on LinkedIn with zero expectations — just a genuine offer to help. The first candidates came through referrals, job boards, and word of mouth. I gave everyone my time. Whether they were looking for a senior executive role or just needed a steady job to get back on their feet, I made them feel like they mattered — because they did.

What set us apart, even in those early days, was one major point of difference: we had in-house marketing. Photography, videography, graphic design — it was all built into the business model from the start. No other agency in Canberra was doing that at the time. It was a game-changer. We weren’t just filling roles — we were telling stories, shaping employer brands, and creating content that resonated.

I owe a huge amount of that vision and execution to our former Creative Director, David O’Keefe. His creative leadership in those early days helped design and define the brand’s identity. He played a major role in turning a recruitment concept into a compelling, recognizable business with depth, personality, and purpose. His work laid the foundation for the brand you see today.

We also made a bold decision early on — one that still sets us apart to this day. We introduced a 12-month replacement guarantee for all permanent placements. While other agencies offered three or six months, we committed to a full year. That wasn’t a marketing line — it was a promise. We were willing to back our placements fully, and clients respected that. It built trust, fast.

So how did I get those first 20 clients and candidates? I showed up, followed up, and did the work no one else wanted to do. I built relationships, listened more than I talked, and delivered on what I said I would.

That foundation — combined with the creative strength we had from day one — is what took us from a one-man desk to the number one recruitment agency on the Gold Coast.

What feedback did early clients and candidates give you, and how did it shape your offering?

The early feedback was raw — and that’s exactly what I needed. Some of it was glowing. Some of it was confronting. But all of it was valuable. From the outset, our candidates told us they felt heard — that we took time to understand their story, not just skim their CV. That reinforced our belief that recruitment should be human-first, not just about ticking boxes.

Clients told us they appreciated our honesty and urgency, but in those early days, we also received feedback about the need for clearer processes, better post-placement follow-up, and more structure around onboarding. We listened. Every email, every phone call, and every offhand comment became part of the blueprint for what Whitefox would become.

One of the biggest changes we made was in how we communicated after placement. Early on, once the deal was done, there wasn’t enough structured follow-through. We fixed that quickly. We introduced detailed post-placement check-ins, client onboarding forms, new starter frameworks, and a commitment to stay in touch long after the invoice was paid.

Another turning point came from the candidate side. People wanted to feel seen — not like a number in a database. That led us to invest even further in our candidate care model. We built systems around availability, regular updates, and transparency, even when the news wasn’t good. It also strengthened our decision to work across both white- and blue-collar sectors, giving us the flexibility to pivot people into new industries where their potential could thrive.

Of course, there were challenges. I was wearing every hat in those days — recruiter, administrator, business development, marketing, payroll. The biggest learning curve was managing scale while maintaining quality. As demand grew, I had to build infrastructure fast — without losing the heart of the business. That’s also why our investment in in-house creative and branding, led by our former Creative Director David O’Keefe, was so important. It allowed us to communicate clearly, position our brand professionally, and build trust early — all of which helped soften some of the growing pains. At the core of it all, I made a decision early on: we wouldn’t just accept feedback — we’d build with it. Every piece of critique became a chance to refine, improve, and evolve. And that mentality still drives us today.

What distribution channels have been most effective for reaching your target clients and candidates, and why?

For us, it’s never been about following the traditional recruitment playbook — it’s about doing things differently and doing it with purpose.

We made a conscious decision to move away from platforms like SEEK and Indeed early on. Those channels often push a quantity-over-quality approach — high volumes of applicants, but low alignment. That’s not how we operate. We’re not waiting for the right candidate to apply. We go searching for them.

Our approach is built on tapping into both active and passive talent markets. Some of the best candidates out there aren’t scrolling job boards — they’re already in roles, but open to the right opportunity if it’s presented with care, relevance, and strategy. That’s where we shine.

We use a combination of targeted headhunting, direct outreach via platforms like LinkedIn, and our proprietary database powered by Loxo, which helps us identify, track, and engage high-quality talent long before they ever hit a job ad. It’s intentional, it’s curated, and it gets results.

What’s set us apart even further is our use of video. It’s been a complete game-changer. We’re not just listing jobs — we’re telling stories, showcasing company culture, and building emotional connections through a medium that’s still incredibly underutilized in recruitment. It helps candidates visualize their next move and clients showcase their point of difference. It builds trust faster than words on a page ever could.

This multi-channel, human-first approach — combined with bold brand marketing, social media, and our creative edge — has allowed us to stand out in a saturated industry. Because while others are still casting the net wide, we’re diving deep to find the right fit. Every time.

Recruitment is a sales-driven industry. What’s your top tip for boosting sales?

Stop selling — start solving. That’s the core of it.

One of the best pieces of advice I’ve ever received came from my mate Slade, who said, “Use the Jab, Jab, Hook mentality.” And it stuck with me. The idea is simple — lead with value, build rapport, and when the time’s right, land the hook. But do it with purpose, not pressure. For me, that looks like this: reach out with a genuine offer to connect. Invite them for a coffee — on you, of course — at their favorite café. Get them comfortable. Talk about their business. Learn about what’s not working, where the pain points are, and what keeps them up at night. Make it your job to solve that problem — not just fill a vacancy.

When it comes time to introduce terms of business, be clear, be confident, and always set a firm follow-up deadline. No one likes to be chased endlessly. Clients respect structure and decisiveness — not pushiness. The golden rule? Never pitch from the outset. Keep it conversational. Build the relationship first. Sales will follow when people feel understood — and when they trust that you’re in their corner for the long haul.

That approach has built our brand, closed major accounts, and kept clients coming back — because we don’t sell recruitment. We solve problems.

What makes Whitefox Recruitment stand out in such a competitive market?

We don’t try to be everything to everyone — we just focus on being the best at what we do, right here on the Gold Coast.

Whitefox started in Canberra, sure. But when we made the move to the Gold Coast, we went all in. We didn’t set up a satellite office or try to manage it from interstate — we physically relocated the business and committed ourselves to this market completely. And that’s exactly what sets us apart.

So many of our competitors spread themselves thin, chasing every regional town and capital city, trying to be all things to all people. One agency in particular has taken on regional, then metro, and now decided to set up shop on the Gold Coast as their latest “market.” That’s not a strategy — that’s inconsistency. You can’t build trust by constantly shifting focus.

Our belief? Do what you do well, double down on it, and own it. That’s what we’ve done with the Gold Coast.

We’re a hyper-local firm with a national standard of excellence. We live here. We recruit here. We know the businesses, the people, the industries, and the community. We don’t pretend to be local — we became local and built our entire business around it.

Another thing that set us apart from the start? We brought marketing in-house. Photography, videography, and branding — all produced under one roof. While others were still relying on the traditional job boards and Canva templates, we were producing employer branding content that actually cut through. That edge gave our clients visibility, credibility, and results.

And we back our work with substance — not just slogans. We’re still the only agency on the Gold Coast offering a 12-month replacement guarantee. That’s not marketing spin — it’s our way of putting skin in the game and standing by the quality of our placements.

The truth is, that this industry is full of agencies who chase trends, overpromise, and stretch themselves too far. We chose a different path. We’re committed to this market, earned the trust of this community, and built a brand that delivers — consistently.

That’s what makes Whitefox different.

What drove Whitefox’s success as the Gold Coast’s most-awarded, top-reviewed agency?

We earned our reputation by putting people first — clients and candidates alike — and doing the work others wouldn’t.

From the outset, we’ve approached recruitment with a conversational, down-to-earth style. We don’t rely on rehearsed sales pitches or generic scripts. We speak like real people and build real relationships — because that’s what recruitment should be. Whether we’re meeting a business owner for the first time or chatting with someone unemployed for months, we treat every interaction with care, urgency, and respect.

For clients, it’s our delivery that speaks loudest. We don’t spray resumes and hope for the best. We go deep, understand the business properly, and match them with people who are aligned — not just on paper, but in attitude, capability, and culture. We also take risks to get results, running bold campaigns and trying new things most agencies wouldn’t attempt. Because in recruitment, sometimes you only get one chance to make an impact — and we make it count.

And for candidates — the job seekers who trust us with their next move — we go above and beyond. We listen. We respond. We don’t ghost or sugar-coat. We give honest feedback, we advocate, and we back people who’ve been overlooked by others. That human-first approach has changed lives, and it's one of the biggest reasons we’re the most-reviewed agency on the Coast.

We’ve also made bold structural decisions — like bringing marketing fully in-house, producing content that gets noticed, and offering a 12-month replacement guarantee that proves we stand behind every placement we make.

In short, we built trust by showing up differently, delivering consistently, and never forgetting that at the heart of every placement is a person.

That’s what built Whitefox — and that’s why we’re leading the market.

How did you build and maintain such a large, high-quality candidate database?

We built it the same way we built the business — one conversation, one relationship, one hard-earned win at a time. Our candidate database didn’t just “happen.” It was built through years of consistent, intentional work. We didn’t rely on job board traffic or sit back waiting for applications to roll in. We proactively sourced talent — reaching into both active and passive markets — and building trust with people from all walks of life. Whether they were on the tools or in the boardroom, if they had potential, we made sure we found them, helped them, and stayed in touch.

At the center of it all has been our tech stack. We invested early in a best-in-class CRM and ATS (now powered by Loxo), which allows us to track engagement, history, preferences, and conversations with precision. But software is only as strong as the habits behind it. We keep our data clean, updated, and constantly refreshed — not just dumped and forgotten.

What’s helped us scale without losing quality is our obsession with service. Every candidate interaction matters. If someone doesn’t hear back, we chase it. If someone doesn’t get a role, we check-in. Those habits compound — and over time, they’ve created a database filled not just with names, but relationships. That’s the difference.

As we’ve grown across multiple industries, we’ve never taken a cookie-cutter approach. Each vertical is treated with nuance, care, and strategy. We don’t just post ads and hope for the best — we tailor our outreach, marketing, and sourcing to match the demand and tone of that industry. And because our team is deeply connected to the Gold Coast, we know how to speak to this market — professionally, personally, and persuasively.

Maintaining strong demand comes down to reputation. Word travels fast in this region. We’ve become known for finding the people others miss and doing it with urgency, respect, and accuracy. Clients return, candidates refer their mates, and our pipeline stays strong. So, how did we build a large, high-quality database? By treating every candidate like a long-term investment — not a transaction.

How do you build lasting candidate relationships and deliver a great recruitment experience?

It starts with a simple principle — treat candidates like people, not placements. At Whitefox, we build long-term relationships by taking a personal, genuine approach at every stage of the process. We listen properly, communicate consistently, and never leave people in the dark. Whether a candidate lands the role or not, they walk away feeling respected, supported, and seen. That matters.

We don’t just tick boxes and move on. We follow up. We check in after placement. We stay in touch. That post-placement care is one of the biggest reasons our candidates return to us — not just for a job, but for advice, guidance, and support as their careers grow.

We’re also extremely conversational in how we engage. It’s never just about “how many years’ of experience” or “what’s your notice period.” We want to understand their why. Their story. Their goals. That creates a connection — a real, lasting connection.

And for me personally? Some of my closest friends on the Gold Coast today are candidates I first met through the firm. People I initially helped place who have since become part of my inner circle. That’s what happens when you take the time to build relationships, not just run recruitment processes.

At the end of the day, it’s not about volume — it’s about value. And when you genuinely care about the people you're representing, the results speak for themselves.

That’s what we do at Whitefox. And that’s why our relationships go far beyond just one placement.

What’s next for Whitefox Recruitment?

Over the next 3 to 5 years, our focus at Whitefox is on refining our edge and leading the industry away from outdated recruitment models. We’re not interested in high-volume resume farming or sending a dozen half-fit candidates to tick a box. That’s what most agencies are still doing — and it’s exactly where the market is broken.

We’re flipping the script and changing the way search is done — moving from a quantity-first approach to an intentional, quality-led model that values precision, storytelling, and deep alignment over volume. We’re being extremely deliberate with who we represent, who we introduce, and how we position both talent and opportunity in the market.

To achieve this, we’re fusing recruitment with marketing and media in a way the industry hasn’t seen before. Led by our Creative Director, Curtis Howard — one of the most visionary storytellers in the country — we’re producing high-impact, story-driven videography and employer brand content that completely redefines how roles are marketed and how businesses attract talent. We’re not just filming office walkthroughs or generic job ads — we’re capturing the heart of a business, the energy of a team, and the real culture behind the position. And we’re using that to pull the right talent in, not push roles out.

It’s about magnetism, not mass advertising.

We’re also positioning our clients to win the war for talent before the recruitment process even begins. Through bold, on-brand content and targeted messaging, we’re helping businesses speak directly to their ideal candidates — not just the ones actively job-seeking, but the ones who didn’t even know they were open to change until they saw a vision they could connect with.

This creative approach is now a core part of our search methodology. It’s how we tell better stories, create better alignment, and make better placements. And it’s why our clients get results they won’t find anywhere else.

Internally, we’re investing heavily in our systems, structure, and people — ensuring that every consultant operates at a high-performance level, with the tools, support, and leadership to deliver a service that’s personal, polished, and effective. As we grow, the focus isn’t scale for the sake of it — it’s about smart, strategic growth that allows us to maintain the high standards that have built our reputation.

We’ve already led the shift on the Gold Coast — now we’re scaling that vision, expanding our creative-led recruitment model, and showing the industry what’s possible when you blend storytelling with substance.

Whitefox isn’t just a recruitment agency anymore — we’re a creative search firm. And we’re just getting started.

What are the most valuable lessons you've learned from building Whitefox Recruitment?

Building Whitefox has taught me more about people, business, and character than anything else in my life. It’s been raw, real, and relentless — and every challenge along the way has shaped the way I lead, operate, and think.

One of the biggest lessons? Take risks — especially when people doubt you. Some of the best decisions I’ve made were the ones people told me not to do. Moving the business. Rebranding. Running with bold marketing that made waves. I’ve learned that hesitation kills momentum, and if your gut tells you something’s right — back it. Go all in.

Another key lesson? Never shrink to fit someone else's comfort zone. I’ve had plenty of people try to tell me how to act, how to run the business, what we “shouldn’t” be doing. I stopped listening to that noise years ago. You have to back yourself. Be unapologetically you. It’s your authenticity that sets you apart — not how well you follow someone else’s script.

And the truth no one tells you? You’ll lose more friends than you can count. Not everyone’s built to watch you grow. Some won’t clap when you win. Some will distance themselves when your path starts to look different. It hurts, but it’s part of it. You learn to protect your energy, keep your circle tight, and pour your time into those who truly believe in what you’re building.

And one big thing I’ve noticed along the way — the competitor will never talk to you. There’s this unspoken tension in recruitment, where others avoid eye contact at events or pretend you don’t exist online. But I’ve always had a healthy respect for what others have built. I don’t watch them, but I’m aware. I keep them in the rearview mirror — not because I’m chasing them, but because I know we’re moving forward faster. You’ll never build something great by obsessing over what someone else is doing. Focus on your brand. Build it with passion, precision, and integrity — and the results will speak louder than anything else.

Every one of these lessons has been folded into how I run Whitefox today. We’re bold, we’re human, we’re real — and we don’t apologise for doing recruitment differently. We’re here to lead, not follow.

And finally, find people you can talk to — really talk to. Business ownership can be brutally isolating if you don’t have the right people around you. I’m lucky that I have some close friends who I speak to every single day. We share the highs, the lows, and all the messy, in-between parts of life and business. They’re like unpaid lawyers — always giving perspective, keeping me grounded, and offering advice I genuinely take on board. It’s important to surround yourself with people who get it — not just nod along, but understand what it’s like to carry the weight of building something from the ground up. Not everyone will understand the journey, but the right ones will walk it with you.

What social media channels do you find work well for you business and why?

For us, LinkedIn, Instagram, and Facebook have been the strongest performers — each playing a unique role in building our brand and connecting with our audience.

LinkedIn is our powerhouse for business development and professional reach. It’s where we speak directly to hiring managers, decision-makers, and industry professionals. It gives us a platform to showcase thought leadership, highlight client success stories, and position Whitefox as a serious player in the market.

Instagram is where our brand comes to life. It allows us to showcase our personality, culture, and creative edge. Whether it’s video content, team highlights, behind-the-scenes clips, or job ads with a twist — it’s where people see the human side of Whitefox. It's relatable, real, and it helps us build trust with candidates who value transparency and energy.

Facebook still plays a key role in reaching blue-collar and generalist audiences. It’s particularly strong for high-volume roles, community engagement, and local brand presence. It’s where we connect with jobseekers who may not be on LinkedIn but are active and engaged in the market.

The secret for us isn’t just being on these platforms — it’s how we show up on them. We lead with video, original content, and storytelling. We don't copy and paste job ads or spam the feed. We build connection.

Social media, when used right, isn’t just a marketing tool — it’s a talent magnet. And for us, it’s been a major driver of both growth and credibility.

What advice do you have for founders finding the right channels to attract clients?

Don’t fall into the trap of doing what everyone else is doing just because it’s “industry standard.” The best channel for attracting clients isn’t always the most popular one — it’s the one where your ideal audience is paying attention.

Start by knowing who your client is — what keeps them up at night, what they value, where they spend time, and how they make decisions. Then build your strategy around that, not around vanity metrics or what your competitors are doing.

In my experience, the magic happens when you combine relevance with authenticity. We didn’t build Whitefox by spraying job ads on job boards and hoping for the best. We built a brand. We showed up consistently on the right platforms — LinkedIn for credibility and reach, Instagram for culture and storytelling, and video as the bridge that tied it all together.

If you’re launching a business, my biggest advice is this: back your gut. Trust your instinct more than anyone else’s opinion. People will tell you not to do things. They’ll say it’s too risky, too bold, too different. Ignore them — and do it anyway.

Also, don’t underestimate the power of good content. In a world full of noise, real storytelling and great branding will set you apart fast. You don’t need to be everywhere — but you do need to be unforgettable where it counts. Focus on building connection, not just conversion. Solve real problems, speak like a human, and be consistent. The right clients will come — and they’ll stay.

And most importantly? Play the long game. You don’t need to win every client, just the right ones.

Who are some entrepreneurs or experts you recommend following for business growth?

For me, inspiration doesn’t come from social media influencers or business gurus — it comes from real people who’ve lived through hardship, built from the ground up, and continue to show up with grit, humility, and purpose. Two names I have a huge amount of respect for are Billel Dib and Kyle Hunt.

Billel is not just one of my closest mates, but also our accountant. He’s the founder of Dib & Associates Accountants, with offices across Queensland, Sydney, and Dubai. What sets Billel apart isn’t just his business acumen — it’s his story. He came from a tough upbringing, became a professional boxer, and carried that same discipline and mindset into business. He’s sharp, strategic, and operates with unwavering integrity. Billel doesn’t just give advice — he backs it up with action and leads by example. If you want someone in your corner who truly understands what it means to fight for what you build, Billel is that person.

Then there’s Kyle Hunt, the founder of HCPA. I have immense respect for Kyle, not just because of the business he’s built, but because of the road he’s walked to get there. If you knew Kyle’s story, it would bring you to tears. He’s faced more adversity than most could ever imagine, but he’s turned that pain into purpose. What he’s achieved through sheer resilience, grit, and determination is nothing short of extraordinary. Kyle’s not loud about it — he just quietly gets it done. That kind of strength is rare.

These are the people I take inspiration from. Not because they’re chasing the spotlight, but because they’ve walked through fire and kept building anyway. They remind me that success isn’t about hype — it’s about heart, consistency, and the people you surround yourself with.

If you’re a founder, look for people like Billel and Kyle. Watch how they move. Learn from how they lead. And remember — the most powerful mentors often aren’t the loudest in the room. They’re the ones doing the work, day in and day out, with zero ego and maximum impact.

What tools, software, or resources have been most helpful in growing Whitefox Recruitment?

At Whitefox, we don’t just run a business — we run a system. Every tool, every person, and every decision is built around performance, precision, and long-term scale. We’re not here to play the game. We’re here to change it.

Loxo is our control center. It powers everything — from outreach to automation to candidate tracking — and gives us full visibility across every single moving part of the business. It’s the heartbeat behind our speed, structure, and service.

Lusha arms our consultants with the data they need to move first. We don’t wait for candidates or clients to come to us — we go to them with intent and accuracy. It’s how we stay ahead of the curve.

Quil is our AI note-taker that sits inside Loxo, capturing meetings and calls in real time so that nothing gets missed. Every detail, every instruction, every insight — stored, summarised, and ready to act on. It’s the kind of tool that quietly changes everything.

Then there’s VXT — our phone system, which transcribes every call and instantly pulls up client or candidate records before we’ve even answered the phone. That’s what lets us deliver a level of service that’s personal, informed, and always one step ahead. It’s smart tech that makes us sharper humans.

But tools are only as good as the people behind them.

Our accountant, Billel Dib of Dib & Associates, is one of my closest mates and one of the sharpest minds in business. From professional boxing to building a multi-office advisory firm across Queensland, Sydney, and Dubai — Billel understands what it means to build something from the ground up. He’s not just there for the numbers — he’s there for the hard conversations, the strategic calls, and the moments that matter. He’s the kind of operator you want in your corner when you’re levelling up.

On the legal side, I’m backed by two of the best in the game. For commercial matters and the structure of the business, I have Kaz Patafta — a powerhouse who knows every inch of my company, understands the recruitment industry inside out, and gives calculated, strategic advice that protects us at every turn. He’s been across everything — from trademark disputes to major contracts — and his legal mind has been a critical part of how we’ve scaled with confidence.

And when it comes to the personal side — because let’s face it, in business, personal and professional aren’t always separate — I’ve got Parham Mohammadian in my corner. He’s the kind of lawyer who understands both the risk and the reality of being an ambitious founder. When I push boundaries, he makes sure I’m protected. He’s calm under pressure, razor-sharp with detail, and has given me peace of mind when I’ve needed it most.

That’s the truth of running a high-performance business — it’s not just about the flash. It’s about who’s behind you when things get real.

Whitefox isn’t just powered by tech. It’s built on trust, grit, and a circle of excellence. That’s why we’re ahead — and that’s why we’re staying there.

What drives you to do what you do?

I did it because I wasn’t supposed to.

I wasn’t handed a playbook, a network, or a safety net. I came from nothing, got knocked down more times than I can count, and still found a way to keep showing up. I know what it’s like to be doubted, to feel overlooked, to be told you're too ambitious, too loud, too different. That’s the fire that drives me — proving that you don’t need to come from privilege to build something powerful.

But it’s bigger than proving people wrong now. What drives me is giving other people a shot — the same kind of shot I once needed. I get to wake up every day and help people find purpose, rebuild confidence, and rewrite their stories through work. That’s not recruitment. That’s impact. That’s legacy.

I’m driven by the idea that someone out there is one opportunity away from changing their entire life — and I might be the one who hands it to them.

That’s what keeps me going. The responsibility. The grit. The game. And the reminder that the kid who was once bullied broke, and overlooked now leads one of the most awarded recruitment brands in the country.

And I’m only just getting started.

Any quotes you live by?

There are two that have carried me through every chapter — the highs, the lows, and everything in between.

The first one?

“Watch me.”

That’s my response to every person who’s doubted me, every door that was slammed, and every time someone said I wouldn’t make it. It’s short, sharp, and loaded with purpose. You don’t always need to argue or explain. Sometimes, the best comeback is success. Just watch.

The second?

“The sun always shines after the rain.”

That one’s personal. I’ve been through storms most people don’t see — both in life and business. And no matter how heavy it gets, I’ve learned to hold the line. Because after every setback, there’s always light. You just have to keep walking toward it. That’s what resilience is.

Those quotes aren’t just words — they’re how I’ve lived. Quietly proving people wrong, pushing through when it would’ve been easier to stop, and never letting the darkness define the next chapter.

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