Jo Collier – Recruitment Expert
unless you’ve got a winning formula…
A step-by-step system that turns leads into loyal clients and prospects into powerhouse partnerships.
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Learn MoreJo Collier
Recruitment Expert
Hi, I’m Jo Collier, the founder and director of My People Group, established in 2015, and Job Seeker Academy, launched in 2024. With nearly 40 years of experience in recruitment, I’ve had the privilege of growing alongside Australia’s $16 billion recruitment industry, helping to shape it into what it is today.
What drives me every day is my passion for helping people find their ideal careers and supporting businesses to build exceptional teams. As a Recruitment Expert and Job Coach, I bring not only years of expertise but also a genuine desire to see individuals and organisations thrive.
I understand that navigating the job market or building a great team can feel overwhelming, but that’s where I come in. Whether you’re looking for your next career move or seeking the right talent for your business, I’m here to support you with personalised advice, practical solutions, and a commitment to your success.
Here are some of my career highlights that showcase the journey and impact I’ve had in the recruitment industry:
- Pioneering the Field: One of the first business development managers in recruitment, working with leading firms like Ecco and Adia.
- Breaking Barriers: As the first female CEO of Adecco, led the company for over a decade, increasing its bottom line by 220% in the first year.
- Securing Major Deals: Successfully managed labor hire agreements valued between $20-$30 million, handling complex, large-scale client relationships.
- Entrepreneurial Ventures: Founded JOC People in 2015, later rebranded as My People Group in 2019, focusing on humble, hungry, and people-smart recruitment strategies. In 2024, launched the Job Seeker Academy to provide job seekers with the tools and insights needed to thrive in today’s competitive market.
- Driving Growth: At Ecco, turned around significant financial losses and achieved 400% growth within the first year as a lead salesperson.
- Recognition: Honoured as one of BRW’s Top 20 Businesswomen in Australia in 2002.
- Building from Scratch: Selected to launch PeopleCo, growing the business from concept to 39 branches and more than 3,000 clients across Australia in just two years.
- Published Author: Co-authored Rural Business Women – Inspiration and Business Woman: Advice to Grow Your Business from Regional Australia in 2021, sharing insights and experiences to empower others.
- Turnaround at Ecco: Identified significant financial losses and achieved 400% growth in her first year as lead salesperson.
- PeopleCo Launch: Selected to launch PeopleCo, growing it from concept to 39 branches and over 3000 clients across Australia within two years.
These experiences have shaped my passion for supporting businesses in building strong teams, and job seekers in finding fulfilling careers.
unless you’ve got a winning formula…
LET’S BE REAL!
If you’re leading a recruitment agency and your sales results are inconsistent, slow, or non-existent…you’re bleeding time, money, and potential.
The Real Problem
- You don’t have a repeatable sales system.
- You rely on hope, hot leads, and the
- occasional hustle of a top performer…
- That’s not a strategy.
- That’s a gamble.
The Consequences of No Sales SOP
- Revenue roller coasters and missed growth targets.
- Burnout from constantly pushing team members to “just pick up the phone”.
- A confused team with no structure, no process, and no confidence.
- Frustration as your competitors take the clients you should be working with.
- High staff turnover from lack of results and rising pressure.
WHAT IS A SALES SOP?
A Sales Standard Operating Procedure (SOP) is your agency’s step-by-step playbook for winning clients.
It defines how:
- Leads are generated
- Objections are handled
- Deals are closed
- Success is measured.
WHY YOU NEED ONE
- Creates a scalable, repeatable sales engine.
- Boosts performance across all team members, not just the stars.
- Aligns brand, messaging, and process.
- Builds confidence, clarity, and accountability.
- Makes onboarding new consultants a breeze.
HOW YOU GET ONE
We build it with you, not for you.
Based on 39 branches in 3 years, $60 million in revenue,
and double-digit EBIT — we know what works.
At PeopleCo, we built our growth on a strong Sales SOP. AND NOW, we help other agencies do the same through
‘Jo Collier Recruitment Expert’.
Sales Tip #1: The Follow Up
The Best Way to Follow Up Without Being Annoying?
Treat your prospect like a person, not a pitch.
Sales isn’t about hounding.
It’s about connecting. (Have you ever read Dale Carnegie’s “How to win friends and influence people”? only written in 1936 – check out the section on the “6 ways to make people like you” I love, love it)
And that means your follow-up should feel less like “chasing” and more like “checking in” with someone you actually know.
Here’s a 3-step mindset that works in recruitment sales:
- Learn something about them – what they are passionate about, going on or have coming up “SHOW THEM YOU LISTENED, HEARD THEM AND KNOW THEM”
Did they mention a renovation, a big project, a family holiday, or footy finals?
Write it down. That’s gold. (You know in the CRM)
- Lead with them, not your agenda.
Start with:
“Hey Sarah, how did the rollout go last week?”
Or
“Hope the wedding planning hasn’t completely taken over your calendar”
- Ease into business, respectfully.
Once you’ve shown you see them as a human being, then transition:
“By the way, I’ve got someone I think could really help your ops team. Want me to shoot over a quick intro?”
When your follow-up respects them and demonstrates that you are a person who wants to build real relationships it opens doors.
Sales isn’t just strategy. It’s psychology.
And good psychology is rooted in genuine interest in people .
Sales Tip #2: ‘Say Their Name, Say Their Name’
Say Their Name. First. Always. And Yes, every single time.
This is my favourite tip – start every email, call, message, or LinkedIn DM with their name. And keep using their name with every question asked.
“Hi Sarah, quick question…”
“James, this might be worth a look.”
“Rebecca – can I run something by you?”
Why? Because our own name lights up our brain. It’s personal. It makes us feel seen.
It’s not cheesy. It’s neuroscience. Our names are the sweetest music to our ears so…..
Just “Say my name. say my name. la la la ” Beyonce
Sales Tip #3: Your First 9 Seconds
What is it?
Your phone call opener is your verbal business card. It’s the first 9 seconds of your sales call – your “elevator statement” – and it determines whether your call continues… or crashes.
Why do you need one?
Because nobody owes you their time. You’ve got 9 seconds to answer their unspoken questions:
- Who are you?
- Why are you calling me?
- Why should I care?
If you waffle, ramble, or sound generic, they’re already mentally hanging up.
Real Talk:
If your opener sounds like every other recruiter…
“Hi, it’s Jo from ABC Recruitment, just calling to see if you’re hiring right now…”
You’ve lost them.
Sales isn’t about tricking people. It’s about relevance, clarity, value and respect – fast.
Sales Tip #4: What Is Selling, Really?
Some people say selling feels icky. Pushy. Manipulative.
But here’s the truth: Selling is solving problems. Full stop.
No problem = no sale. Simple as that.
When I was green in sales (a very long time ago), the old saying was:
“A great salesperson can sell ice to an Eskimo.”
But think about that – do Eskimos need ice?
Nope. So that’s not a great sale – it’s a pointless one.
The best salespeople don’t force solutions on people.
They uncover real problems and offer real answers.
They help. They serve. They make lives better.
- That’s not icky.
- That’s powerful.
- That’s meaningful.
So, if you’re afraid to sell – stop thinking of it as pushing.
Start thinking of it as helping.
Because when you find the right problem to solve, selling becomes the most human thing you can do.
JOIN THE EXCLUSIVE WAITLIST
FOR ‘SALES SUCKS’
If you’re a recruiter, this book is written specifically for you!
It’s written by someone (me) who’s been in the recruitment game for over 40 years.
I’m bringing it to you in Q3 2025!
Written for recruiters, built on a proven platform and frameworks that deliver.
This is going to be a game changer for your sales strategy!
Join the waitlist now and be the first to know when the book drops!
testimonials
Stephen Smith – Director, Hunter Shore Group USA
Jo Collier is an industry professional, having reached great heights in her career spanning multiple decades. Her knowledge of our industry would be unrivalled, particularly in delivering sales strategies and initiatives required to grow a business. The core methodology of Recruitment largely hasn’t changed. Sure, the systems to support our practices have, but in reality, sales activity leads to greater outcomes. Jo, to this day, still stands as the very best salesperson I have ever had the pleasure of working with. She remains the most innovative, strategic, clever and most successful. I was fortunate to have experience working under Jo, as she knows the tools required to succeed in this industry and will empower those keen to learn to be the best they can be.
Tori Best – Managing Partner Fish Nankivell
“Jo Collier, was without doubt a recruitment leader that has truly helped shaped my career to where it is today. She was empowering, encouraging, set the bar high and lead by example – All the qualities I look for in a true leader.”
Leanne Kemp – Learning and Development Manager – Design & Build Recruitment