Wave Podcast – Beyond Borders: Building Global Recruitment Teams

In episode 314 of Talent Matters, Mark Cox, Director & Partner at PiC, shares how his agency has grown from a trusted UK recruiter into a global solutions partner. With teams operating in over 15 countries and a client base stretching across continents, Mark offers valuable insights into what it takes to recruit across borders. Balancing speed, quality, compliance, and cultural nuance, all while keeping people and long-term relationships at the heart of everything they do.

Recruitment, Mark argues, is evolving faster than ever, but its foundation remains the same: building genuine, lasting relationships. In an increasingly competitive and digital-first environment, those who remember the value of trust and human connection will continue to thrive.

Relationships Still Matter More Than Ever

Despite all the tech, automation, and tools at our disposal, recruitment still fundamentally comes down to trust and human interaction. Mark emphasises that long-term success is built on a strong reputation rather than short-term transactions. His team stays in regular contact with contractors and clients alike, investing deeply in relationship-building activities and focusing on delivering ongoing value, not just one-off placements.

He highlights how trust compounds over time, with clients and candidates returning after years—even decades—because of the consistency and care shown in every interaction.

There’s people that have worked for us, you know, in the last sort of two, two to three years that have known about us for 30 years.

Recruitment Has Evolved, But The Fundamentals Haven’t

Mark reflects on his journey from the days of sending CVs by fax and building relationships over long lunches and pub meetings to today’s video interviews and remote onboarding. While the technology and methods have modernised, the essential skills – listening carefully, solving real problems, and delivering exceptional service – have not changed.

He clarifies that although digital tools can open doors and speed up processes, they can’t replace the human judgment, emotional intelligence, and genuine intent needed to succeed in the industry.

I think it used to be very much like, ‘tell me.’ Yeah. And I think nowadays it’s, you know, you have to tell people, you have to show them. And more important, now you have to prove it.

The Global Market is Open if You’re Willing to Put the Work In

From Korea and Canada to Australia and the United States, PiC’s recruitment footprint now spans across the globe. However, Mark stresses that success in international recruitment isn’t about using the same playbook everywhere. Each market requires a deep understanding of local cultures, compliance rules, and candidate expectations.

International work demands genuine research, relationship building, and often a longer lead time to secure the right hires. It’s about tailoring approaches rather than assuming what works in London will work in Seoul or Toronto.

You can’t just rinse and repeat. Well, you know, what happens in the UK market doesn’t happen elsewhere.

Don’t Avoid TA Teams – Partner With Them

Instead of treating Talent Acquisition (TA) teams as obstacles, PiC views them as partners who can help deliver better outcomes. Mark outlines how providing market intelligence – like competitor insights, salary benchmarking, and market mapping – can add real value to TA teams that may be stretched thin.

The key is to engage proactively, share useful information freely, and work collaboratively rather than waiting for job requisitions to drop. This partnership approach transforms recruitment agencies from suppliers into strategic allies.

You have to sort of supply information and a service, not just CVs.

IR35 is Here to Stay, So Build Solutions Around It

PiC’s strategic response to the IR35 legislation has been proactive and thoughtful. Rather than seeing it as a barrier, they launched a sister company focused on outcome-based project work to help clients stay compliant without losing access to critical skills.

Mark believes IR35 will continue to shape the contractor market, but recruiters and clients can thrive with careful planning, clear deliverables, and smart engagement models.

My think is if it’s project-based work and you are engaging a specialist, there’s no reason why it shouldn’t be outside of IR35.

Tough Markets Drive Smart Changes

With budgets tightening and hiring pipelines slowing in many industries, Mark sees today’s tougher market conditions as an opportunity to innovate and adapt. PiC is refining its tech stack, doubling down on personal branding, and rethinking internal processes to ensure they’re future-ready.

Instead of waiting for conditions to improve, Mark advocates for proactive change—fixing internal weaknesses, investing in marketing, and continuing to build deep, resilient client relationships.

We’ll probably do more change in the next six months or we have done already than we probably have done in the last eight years.