1% Better Recruitment Podcast9 Syys 2025

EP 57 – Starting a Business During the Pandemic, Personal Branding, and Sobriety w/ Ivor Stratford

What if you launched a recruitment business in the middle of a global pandemic — and then had to rebuild it from the ground up when the tech boom turned bust?

In this episode, I’m joined by Ivor Stratford, Co-Founder of Morpheus, a recruitment business specialising in early-stage, VC/PE-backed tech companies with a strong focus on AI and machine learning.

We dive into what it was really like starting a business in March 2020, why their early success was built on sand, and how they pivoted to create stronger foundations, culture, and credibility. Ivor also opens up about his sobriety journey, how going alcohol-free reshaped his life and business, and why sharing his story on TikTok has built a personal brand that’s opened unexpected doors.

P.S Ignore the crying dog in the background haha

We explore:
✅ The reality of starting a recruitment firm during the pandemic
✅ Why 2021’s “boom” left many recruiters with false confidence
✅ How to fix a business that’s built on dependency, not sales culture
✅ The mindset shift post-COVID recruiters need to make
✅ Building credibility by asking the right questions
✅ Why over-communication & clear KPIs matter for culture
✅ Personal branding on TikTok — and overcoming imposter syndrome
✅ Sobriety, discipline & the hidden impact on leadership
✅ Why consistency beats quick wins for long-term success

If you want to understand the boom-and-bust of tech hiring, the future of sales culture in recruitment, and the lessons from sobriety that can make you a better leader — this episode is a must-listen.

⏱ Timestamps:
00:00 – Welcome & Ivor’s background
01:20 – Founding Morpheus in March 2020
05:40 – The post-COVID boom & building on sand
09:30 – Why 2022 became their toughest year
12:50 – The tech hiring boom and sudden bust
15:10 – Post-COVID recruiters vs pre-COVID recruiters
23:00 – Location mistakes & building culture
28:00 – Pivoting to sustainable foundations
32:00 – Why over-communication & KPIs matter
39:40 – Questioning as the #1 recruiter skill
48:10 – Building a personal brand on TikTok
57:30 – Sobriety & the turning point for Ivor
01:04:00 – The first year alcohol-free
01:12:00 – New energy, fitness & relationships
01:16:20 – Ivor’s 1% Better tip

🔗 Connect with Ivor
LinkedIn: ⁠https://www.linkedin.com/in/ivorstratford/⁠

🔗 Connect with Charles Kyriakou
LinkedIn: ⁠https://www.linkedin.com/in/charleskyriakou1/⁠
TikTok: ⁠https://www.tiktok.com/@charles.kyriakou⁠
Apple Podcasts: ⁠https://podcasts.apple.com/us/podcast/1-better-recruitment-podcast/id1775201502⁠
YouTube: ⁠https://www.youtube.com/@charleskyriakou⁠
LinkedIn Newsletter: ⁠https://www.linkedin.com/newsletters/7244346543967731712⁠

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