Hugh has zero background in recruiting but extensive experience in agriculture. How did he leverage his industry knowledge and establish a rapidly growing recruitment firm in five years?
You will most certainly enjoy learning about his mindset, strategies, and how he overcame several roadblocks when he founded Cultura Connect, a company specializing in recruitment within the agriculture, food, and forestry sectors.
Since its inception, the business has experienced rapid growth. They’re now a team of 13 with extensive knowledge and experience in agriculture and related fields.
Hugh is passionate about nurturing and developing talent in the agricultural, food, and forestry industries, leveraging his experience and unique insight into the challenges of building effective teams.
Episode Outline and Highlights
- [02:11] Hugh’s background in the agricultural industry and recruitment.
- [11:30] Key stages in building Cultura Connect.
- [20:15] Overcoming the challenges of building your internal team.
- [26:58] Roadblocks and solutions that Hugh and his team have encountered in a remote setup.
- [38:42] Taking time to overcome other challenges in a new recruitment business.
- [44:41] Discussion on Cashflow Metrics and KPIs.
- [48:31] Hugh’s absolute keys to success.
- [51:48] Minimum standards that Hugh looks for members of his team.
- [54:28] Branding and marketing strategies.
Industry Knowledge is a Key Differentiator in Niche Recruitment
Hugh’s story shows how deep industry expertise can become a recruitment agency’s strongest differentiator. His agricultural background became a powerful business advantage, enabling Cultura Connect’s rapid growth. His background in agriculture and tech became a critical differentiator in successfully bridging the gap between agricultural expertise and talent acquisition.
Focusing on his strengths and leveraging his background gave him the following advantages:
- Niche credibility due to his agriculture experience.
- Accurate candidate assessments.
- Extensive network.
- A clear understanding of his client’s needs.
- Understanding of innovation and upcoming trends (ex. AgriTech).
Leveraging your field background and experience as a recruiter can be an invaluable key factor in your success when launching your recruitment business.
Choosing the Right People is the Main Key to Success
What Hugh and his business partner have accomplished in the past 5 years is phenomenal. Since its inception, the business has experienced rapid growth with now a team of 13! When I asked him to summarize his absolute key factors to success, he mentioned:
“Getting the right people, people that really understand the industry. That’s allowed us to be seen as the Agricultural specialist, the forestry specialist, food specialist. Because we’ve got that team of individuals, all those individuals are passionate about that. They’re passionate about doing a good job, they’re committed and I guess ultimately they fit with our culture. So people will be one of the key things for us.”
Ironically, building an internal team can be challenging for recruitment business owners. Hiring the wrong person can reduce growth, profit, and cash flow. Hugh focuses on minimum brand values when identifying someone who will be part of their team. Some of these are:
- Passion for the Industry
- Compassion
- Resilience
- Team Orientation
- Integrity
- Proactivity
- Quality over Quantity
These values highlight Hugh’s emphasis on creating a team that is not only skilled but also aligned with Cultura Connect’s cultural and ethical requirements.
Best Practices in Remote Team Management
Hugh also shared pragmatic approaches to managing a remote team. Cultura Connect’s approach to remote work is a great example of maintaining team performance and culture without a physical office. Their success stems from a deliberate balance of virtual and in-person connections.
However, there are critical elements and cadences that are present:
- Team rhythm: 6-weekly in-person work sessions combined with weekly virtual meetings
- Quarterly activities: Structured team-building events (from hiking to canoeing)
- Strategic onboarding: Initial 3-4 days in-person with ongoing mentorship
- Flexible workspaces: Supporting team members who prefer occasional office settings
The model enables growth while reducing overhead costs, demonstrating how remote-first can strengthen rather than compromise recruitment operations.
