Shirley Parsons: building a BD lead engine and industry platform through Rethink HSEQ
Overview.
Shirley Parsons is a global specialist recruitment and professional services business specialising the in Health, Safety, Sustainability and Quality profession.
Operating at senior levels across complex industries, their work is built on credibility, expertise and long-term relationships.
They needed a more consistent way to build those relationships and generate conversations across their core market.
But just as importantly, they wanted to be seen differently.
In a sector where recruitment businesses are often viewed as transactional, the opportunity was to position Shirley Parsons as something more — a credible voice, a connector, and a contributor to the industry.
The result was Rethink HSEQ — an event series that has evolved into both a recognised industry platform and a core driver of pipeline.
The Challenge.
Growth was heavily dependent on individual effort.
BD activity varied across consultants.
Marketing activity wasn’t consistently leading to conversations.
There was no structured way to engage senior stakeholders over time.
And like many recruitment businesses, there was a wider challenge:
How do you move beyond being seen as “just a recruiter”?
The goal wasn’t just to run events.
It was to create something that:
brought the right people together
elevated how the business was perceived
and generated consistent, high-quality conversations
“It is about engaging with people, listening, learning and understanding people. We want to bring together extraordinary minds in the industry and enable change.”
— James Pomeroy, HSEQ Director
This wasn’t a campaign.
It was built as a system — and a platform.
Working alongside the Shirley Parsons team, we helped design and deliver:
the concept and positioning of Rethink HSEQ
a clear narrative focused on challenging thinking and sharing insight
the structure and themes of each event
audience targeting and senior stakeholder engagement
consultant involvement and BD alignment
CRM integration and follow-up processes
digital promotion and supporting content
end-to-end event delivery
Everything was designed to connect — not just activity, but perception, engagement and conversation.
What we built.
Rethink HSEQ was positioned as more than an event series.
It became a platform for insight, discussion and progression within the industry.
Each event focused on a specific theme — from behaviour change to communication and data — creating depth, credibility and ongoing relevance.
The format combined:
expert-led sessions
facilitated discussion
peer insight
and structured networking
But more importantly, it created space for:
shared learning
industry dialogue
and professional development
This is what shifted perception.
From recruiter — to contributor.
Recent Rethink HSEQ events
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Rethink Language
THAMES WATER, SEPTEMBER 2025
Examining how language shapes understanding and behaviour — helping attendees communicate more clearly and ensure messages land effectively across organisations
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Rethink Data (Making Data Attractive)
HOSTED BY HEATHROW, MARCH 2025
Focused on turning data into compelling stories — helping professionals communicate insights in a way that drives action and engagement.
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Rethink Behaviour Change
HOSTED BY MCLAREN CONSTRUCTION, NOVEMBER 2024
Exploring how behavioural design can influence real-world outcomes — giving attendees practical tools to drive change and embed better HSEQ practices.
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Art of the Pitch
HOSTED BY CLANCY GROUP, JULY 2024
Focused on how HSEQ professionals communicate value — helping attendees apply modern sales and communication techniques to influence stakeholders more effectively.
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Creativity & Communication: The Hackathon
VISA, SEPTEMBER 2023
A collaborative, hands-on session designed to improve how ideas are communicated — including interactive problem-solving and real-world scenarios to build engagement and clarity.
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Back to the Future
HOSTED BY QUINTAIN @ WEMBLEY PARK, FEBRUARY 2024
A forward-looking session exploring how the HSEQ profession will evolve — from AI and automation through to the skills and behaviours needed to remain relevant in the future.
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Rethink Purpose
HOSTED BY ARUP, NOVEMBER 2022
The inaugural event focused on rethinking and reimagining the purpose of the HSEQ profession — bringing together senior leaders to challenge traditional thinking and explore what the function should represent.
The Result.
The series has now been running for almost four years.
It has:
brought together 200+ senior HSEQ professionals
established a recognised and respected presence in the market
and created an engaged community around the brand
More importantly:
It is now one of the business’s primary sources of pipeline.
It provides a consistent way for consultants to engage their market — not through outreach alone, but through shared value and ongoing relationships.
What this shows.
For recruitment businesses, perception matters.
The ones that stand out are the ones that:
contribute to their market
create value beyond roles
and show up consistently over time
Rethink HSEQ demonstrates what that can look like in practice.
Not just activity — but a platform.
Not just visibility — but credibility.
