#WIB-Q&A With Cindy Norcott CEO Of Pro Talent
1. Can you please tell us more about your business?
A. I own a recruitment agency, that has two divisions – Pro Talent is a recruitment agency that focuses on permanent staff in very specialized sectors, such as IT, insurance, Technical, and financial. Pro Appointments is a recruitment agency that focuses on temporary and contract staff. I have also added on another sector to my business when I am a motivational speaker at conferences and events and I do business coaching for entrepreneurs. I also host motivational and entrepreneurial events and business retreats.
2. When, how, and why did you start your business?
A. I started my business in March 1994 – over 26 years ago. I had worked in a recruitment agency straight out of University and I was inspired to go on my own. I converted my spare bedroom into an office and I started off with literally R2500 in cash. I called on all my old clients and was fortunate enough to get in business in the first week.
3. What is your role in the business?
A. I am the CEO and I have recently promoted a trusted staff member to the role of office manager. This, in turn, has freed me up to focus on being more strategic and focusing more on my motivational speaking, coaching, writing, and creating bespoke business events.
4. Where did you study and what did you study?
A. I studied a Bachelor of Social Science with majors in Marketing, economics, and Industrial Psychology at UKZN. I have also completed a coaching qualification and I have 2 credits towards my Honours in Industrial Psychology.
5. How did you finance your business?
A. I had worked as a hostess on a cruise boat and literally saved all the money I made. I used that money to fund the business. Because I worked from home, I started it on a shoestring budget and it didn’t cost a lot to run it.
6. Describe your average workday, if such a thing exists.
A. My days are incredibly varied as I am often at an event or busy doing online talks. The one constant is that I plan my week and my life in advance every Sunday night. I start each day with a to-do list and I start early. I am usually at the office by 7 am or I start working at home before 7 am.
7. How do you balance your home life and your work life?
A. Getting the balance right is the eternal struggle of every woman. I don’t claim to have won this battle. I think what I try to do is autocorrect so when I see that I am falling short in one area, I pick up in that area. I am fortunate in having huge capacity and excellent energy levels so most people see me as the poster girl for balance. It is not true though as I often neglect myself or my husband and I often battle to say no to demands on my time and energy.
8. What drives you and inspires you?
A. I am very achievement orientated and I am hard on myself. As a driver and an achiever, I am not satisfied unless I have been productive and accomplished something every day. To be honest, my drive is in overdrive and I realise that. I really believe that we are all so much more capable than we give ourselves credit for so I love to come up with an idea and execute it.
I really believe that the speed of implementation is a big success factor as well as being consistent. I really love to make a genuine positive difference in the lives of others and this has been a huge driving force, whether it is through my charity, the Robin Hood Foundation, which I started 15 years ago or just in my personal capacity or through my motivational talks.
9. Where and when do you have your best ideas?
A. I get my best ideas when I am not thinking of ideas. It will be when I am driving or in the bath or on a run or walk outdoors. I am blessed to be an ideas person and my brain never seems to stop coming up with something new.
10. Where and how do you market/advertise your business for sales leads?
A. I use social media, mainly Linkedin, Facebook, and Instagram. We also have a huge database of contacts and clients. I am a firm believer in personal sales and every day, we connect with clients telephonically or in person.
11. What is next for your business?
A. We are working on a lot of international placements and cross border recruitment. I think that the pandemic and the Zoom culture it has created has made me realise that our business does not have to be defined and limited by geography. In fact, over the past 6 months, I have done loads of international talks and coached people overseas. It really has opened a new world for me.
12. What advice would you give to female entrepreneurs hoping to start their own business?
A. My advice is to follow your passion. If you love something and you are good at it and the world needs it, then you have a winning combination. You have never arrived in business. Stay humble. Do the hustle. Love your customer. Add value every single day. Don’t allow yourself to be sensitive and always give people the benefit of the doubt.
Never stop learning and developing your skills. Invest in growing your capacity and self-awareness. Our blind spots trip us up so do the work. Don’t just make money. That is easy. Make a difference. Make a life. Don’t stop until you are proud. Support other women. It is not a race. Stay in your lane. Practice good habits and don’t let your business eat up your life. Stay true to your values and never compromise on them. Be clear on your expectations. Stop trying to please people – it never works. Have fun!
Contact Details:
Email: cindy@proappoint.co.za