Reframing Recruitment

The Challenge:
DiJones needed to attract experienced agents in a competitive market, without relying on the usual recruitment messaging. Traditional recruitment messaging risked appealing to everyone while resonating with no one. The challenge was to signal where the business was heading and attract talent who felt aligned with that future rather than just the role on offer.

The Solution:
Instead of promoting vacancies, the focus shifted to perspective. By creating a platform for conversation rather than persuasion, the work positioned DiJones as a business thinking seriously about change in the category. The approach prioritised credibility, curiosity and long-term thinking over short-term recruitment tactics.

The Idea:
Hypotheticals was conceived as a filmed roundtable series bringing together industry leaders to debate the future of real estate. Each episode explored a single “what if” scenario, from AI and proptech to regulation and new ways of working, allowing ideas to unfold through discussion rather than scripted messaging.

By stepping back and letting informed voices lead the conversation, DiJones became the host of a bigger industry dialogue. The result was content that functioned as both thought leadership and a recruitment filter, attracting agents who recognised themselves in the questions being asked, not just the answers being offered.