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 hahaWe 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 successIf 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 background01:20 – Founding Morpheus in March 202005:40 – The post-COVID boom & building on sand09:30 – Why 2022 became their toughest year12:50 – The tech hiring boom and sudden bust15:10 – Post-COVID recruiters vs pre-COVID recruiters23:00 – Location mistakes & building culture28:00 – Pivoting to sustainable foundations32:00 – Why over-communication & KPIs matter39:40 – Questioning as the #1 recruiter skill48:10 – Building a personal brand on TikTok57:30 – Sobriety & the turning point for Ivor01:04:00 – The first year alcohol-free01:12:00 – New energy, fitness & relationships01:16:20 – Ivor’s 1% Better tip🔗 Connect with IvorLinkedIn: ⁠https://www.linkedin.com/in/ivorstratford/⁠🔗 Connect with Charles KyriakouLinkedIn: ⁠https://www.linkedin.com/in/charleskyriakou1/⁠TikTok: ⁠https://www.tiktok.com/@charles.kyriakou⁠Apple Podcasts: ⁠https://podcasts.apple.com/us/podcast/1-better-recruitment-podcast/id1775201502⁠YouTube: ⁠https://www.youtube.com/@charleskyriakou⁠LinkedIn Newsletter: ⁠https://www.linkedin.com/newsletters/7244346543967731712⁠