This is how John does it!

Unveiling one of the mavericks behind crooton’s success

Get ready to dive into the world of recruitment with a true maverick, John Martins, Key Account Manager at crooton. Meet John, the expert who knows exactly how to get it done, living by the mantra of Montell Jordan’s iconic hit, “This Is How We Do It.” Hear from John as he discusses the recruitment landscape – from geofencing to uncovering hidden candidate potential in social care markets, John talks about how he does it.

Q: What do you do?

A: As a Senior Key Account Manager at crooton, my role revolves around meeting with clients and spearheading targeted campaigns. From ring-fencing locations to geofencing, I work closely with clients to understand their unique requirements and vision of success. Together, we build tailored campaigns to target specific locations and leverage a range of strategies such as job board setup, geo-fencing, CV searching, and reaching out to candidates via social media. Each campaign presents a unique challenge, making my work constantly engaging and ever-evolving.

Q: What are your clients like?

A: Our clients span a wide range of industries, with a particular focus on the healthcare sector. From warehouse operatives to healthcare professionals, such as nurses, I cater to a broad spectrum of vacancies. Over my 15 years of experience, I’ve gained extensive knowledge about the requirements of different roles and sectors. However, the employment market is fluid, and I continuously update my expertise to adapt to the changing dynamics. In this candidate-driven market, our value proposition lies in providing clients with quality candidates, not just quantity. We understand the struggle of finding the perfect fit and strive to deliver exceptional results.

Q: What’s the most surprising part of your job?

A: Surprisingly, despite living in an era of constant innovation, there is a lack of new tools to find candidates. Many recruiters heavily rely on a few dominant high volume job boards. However, while such platforms generate a high volume of applications, they often fall short in delivering the desired quality. This realisation has led us to explore new avenues, creating tools like our employer fencing tool and redefining the recruitment process to ensure we connect with the right candidates effectively.

Q: What’s challenging about your job?

A: The recruitment landscape is in a constant state of flux, with economic factors and local politics perpetually influencing the dynamics. To thrive in this ever-changing environment, I firmly believe in Albert Einstein’s words: “The true sign of madness is doing the same thing over and over again and expecting different results.” It’s essential to stay ahead of the curve, embrace change, and constantly adapt our recruitment strategies. By gathering insights about the local job markets and cracking the key denominator behind recruitment challenges, we can drive success for our clients.

Q: What’s your most memorable “Aha!” moment in your career?

A: Joining crooton was a true lightbulb moment for me. Honestly, it was! It allowed me to understand the power and potential of geo-targeting in recruitment. I discovered innovative ways to leverage this technique and witnessed firsthand how it can significantly enhance our results. This revelation has not only improved our approach but has also driven us to continually refine our methods.

Q: If you were to swap roles for a day, what would you do?

A: If given the opportunity, I’ve always dreamt of running my own café. It may seem like a pipe dream, but if I had the means, I would set up a cozy little café in my homeland of Portugal. It would be a place where I could indulge my passion for making delicious coffees, meet people from all walks of life, and enjoy the day without any worries. I’ve always admired those small pop-up coffee shops that operate out of love, with minimal overheads and a genuine dedication to their craft.

Q: What do you like most about your job?

A: What I truly love about my job is the level of control it provides. I don’t limit myself to wearing just one hat; instead, I embrace the versatility that comes with being a resourcer, a business manager, and a salesperson. Having a comprehensive understanding of every aspect of the business is incredibly rewarding. It’s especially satisfying when I can secure my own clients and personally deliver outstanding service to them.

Q: What’s the best piece of recognition you’ve ever received?

A: The best recognition I’ve ever received is when I win new contracts and my colleagues congratulate me. While some may perceive it as vanity, I always say, “It’s what I do.” Now, whenever I bring in a new contract worth a substantial amount, my colleagues playfully laugh and say, “It’s just what he does.” It’s a lighthearted moment that truly makes me feel appreciated and valued.

Q: If you have advice for your team, what would you say?

A: Confidence, belief, and experience are the pillars of success in this field. It’s crucial for our team to be consultative rather than mere administrators. Merely noting down client requirements won’t cut it. We need to leverage our experience and expertise to offer recommendations, push back when necessary, and create strategies that truly work. By being confident in our abilities and believing in the value we bring, we can achieve remarkable outcomes.

Q: What are your passions outside of work?

A: Outside of work, I’m deeply involved in local junior football as the Youth Secretary of Thorpe Wood Rangers. Over the past decade, I’ve dedicated my time to this club alongside my son, who has been a part of it for ten years as well. We’ve embarked on an incredible journey together, and being able to contribute to the development of young players and support the club brings me immense joy.

Q: What music do you like?

A: Music is a great source of inspiration and relaxation for me. I have a deep appreciation for soul music and often enjoy going on boat cruises in London for radio stations that play my favorite tunes. I’m also an avid concert-goer and have a wide range of musical tastes. From metal to 80s glam rock, I find joy in exploring various genres. Also, harking back to my Portuguese heritage, I indulge in traditional folk music from my homeland.

Q: What’s your favorite food?

A: When it comes to food, I have a particular fondness for Portuguese cuisine. I relish dishes featuring fish, seafood, and mouthwatering mixed grills. The sweets in Portuguese cuisine are truly delightful, often rich and sweet, such as chocolate mousse and egg-based pastries. I have vivid memories of my mother’s cakes, which used a staggering number of eggs—around 16 or 17! The richness and taste of these traditional cakes are amazing!

Q: If you had a theme tune to your job or your life, what would it be?

A: If I were to choose a theme tune for my job or life, it would undoubtedly be “This Is How We Do It” by Montell Jordan. Imagine walking into a client meeting with that song playing, setting the stage for a productive and exciting collaboration. It encapsulates joy, celebration, and success, which I like to think, is my approach to work and life.

Wrapping up this interview,  I have an overall sense that John is a true trailblazer. He is so genuine, and passionately cares about the outcomes for his clients, and the lives of those he supports – both in work and outside.