- Please introduce yourself and the company.

My name is Leena Parmar, and in 2008 I saw a gap in the recruitment marketplace in 2009 I founded Citrus Connect Recruitment with my launch client, The Automobile Association. With my help and expertise, we grew their direct sales force from an 80-person headcount to 250 within 18 months. I perfected a recruitment process so simple, easy and efficient to specifically recruit 'self-employed' direct sales personnel.  We now work with clients in all industries and are sought after for our track and evaluate processes which give you real-time insights of the recruitment journey specific to your business.

I started Citrus Connect Recruitment to share the power of direct sales and how it can completely transform lives, today we recruit for all types of sales roles from canvassers, telesales to direct sales personnel. And now recruiting for sales managers and directors across all sectors.

- What has been your biggest milestone so far?

My biggest milestone so far has been winning Best Recruitment Sales Agency in the North by the Northern enterprise Awards 2021, and being featured in the Daily Mail and Yorkshire Post as I was nominated for Business Woman of the Year 2020. 

- What do you wish to accomplish within the next 12-18 months?

My goals for Citrus Connect is to place over 500 people in a new sales role.

With the candidate lead market as it is I would love to further support businesses to create a robust recruitment plan using a framework that I have created with my 12 years of experience.

- How do you help support those in need of finding a job?

I have produced a free CV guide to everyone which includes the 7 secrets to your resume success. This can be downloaded directly from our website.

We also understand what our clients need, and can advise them where they will be a suitable match. The most important part of talking to a candidate is the very first conversation we have with them. Here we learn about who they are, what their goals are, and only then can we match them to a role that they will strive in. 

Finding a job has almost become synonymous with finding a partner - it's about the match, the reason, the bond and the ultimate success of both!

- How did you support businesses during the Pandemic?

We supported businesses to pivot, we didn't panic, and we worked hard at finding solutions to help businesses stay afloat and evolve with the changes. As a result, 2 key clients went completely remote during this time. 

We supported businesses' cash flow and created candidate profiling services, which help businesses identify who the ideal candidate needs to be for 1. Their company and 2. The role. 

 - How does it feel to be featured in the Daily Mail and Yorkshire Post?

It’s less about me but more about how increasing the profile of Citrus Connect and the value we add to both clients and candidates. I was thrilled for being recognised for my resilience and passion to make a difference in what is known as such a 'cutthroat' industry. The most common question is always...as a Woman in Business, how does it feel to be nominated? My answer is simple, my gender is irrelevant, what is relevant is the value I add to my clients business every single day! It really is that simple for me!