Window of opportunity for Craig

Not content with working for others in the recruitment industry, the 36-year-old branched out ten years ago and set up his own Bradford business called The Works.

Born in Menston and educated in Guisley, Craig grew up and paid his dues in a series of part time jobs - including a stint as a fairground attendant - a job he jokingly says he would love to return to "if the money was right".

After a brief stint working for fashion retailer Benetton he moved on to work for a recruitment firm in Bradford.

Spotting a gaping hole in the market, he threw caution to the wind in 1991 and set up The Works - a business which had a turnover of £350,000 in its first year of trading.

Now managing director of a flourishing recruitment firm with a £4 million turnover, Craig himself is clearly the key to the firm's success story.

Craig, who lives in Bingley, said: "When I first thought about setting up the business there was a distinct lack of creative and innovative recruitment services, we were in a recession and the whole industry had a reputation for being 'flesh peddlers'.

"I wanted to add a bit of fun and flair to the industry locally and put some respect and interest back in the job market - we were after all in the thick of recession.

"I was also really fed up of working for someone else who had no vision for where they were going, never mind me."

Bizarre for a man who works in an industry which relies on good contacts, but Craig doesn't like networking - but meet the man himself and all becomes apparent.

Craig loves people, a trait which has served him well and is obvious when you see him dealing with others.

The term 'people person' sounds trite, but when you meet Craig or watch him with others its clear that he truly does enjoy working, talking and meeting people - a characteristic which adds to his popularity among the districts business leaders.

The Works, which went from employing two people on an enterprise allowance scheme, is now the largest recruitment firm in Bradford.

It has a vast portfolio of clients and candidates and its owner is proud to see people he placed into positions who have worked up the career ladder.

He said: "It makes me go all gooey inside now when I tell people where I work and they have heard of The Works and even more fabulous when I hear we placed them in a new position.

"It's great to be in a situation now were I am asked to advise other companies on recruitment strategies and give talks to other industry leaders."

Craig's pride in his job shines through and he says he believes the pinnacle and proof of success for any career is to be "renowned as a spokesperson for your industry".

He added: "You know, the basics of a recruitment service is not rocket science.

"Its all a process of listening, and communication. However, being able to evaluate what really turns people on to exceed in a role, and really add value to an organisation whether that be sticking a label on a toothpaste tube or project managing a UK wide retail chain to build 100 new stores is a skill not often found in my industry.

"It's all about honestly assessing and evaluating a perfect mix of communication between what the company really needs, which is not always evident on a job description, and what would drive and motivate a potential employee.

"Lots of fun, lots of laughs and lots of hard work are the keys to our success."

Despite people being the main trade for the firm, The Works is cautious about shunting individuals through its books as quick as possible to make a fast buck.

Craig added: "Just because a candidate applies for a job, doesn't always mean they want a new one.

"It is crucial for us to really talk and consult with people.

"When we see people who are fired up to leave a serious job we tell them to think about what they are saying and come back in a week or a month if they feel the same way.

"Mondays are our busiest day for 'hits' on our web site, think about it.... is Monday your best day at work?"

The Works, which now employs 31 people, expanded and opened an office in Manchester in 1996 - an office in Leeds followed a year later.

It also gained the Investors in People accolade, which Craig is extremely happy about.

He said: "We realised it's great telling our customers how good we were but we had to prove it, the accolade is that proof and proved itself over the years as our staff turnover halved in the year after we gained it and halved again in the last three."

Despite The Works' commitments in other cities, Craig is a 100 per cent Bradford businessman.

He said: "Bradford has had a really tough time over the last 15 years, just as things start going right, some big ugly problem knocks the city down.

"But, I'm not giving in. We are a Bradford firm for Bradford people and no matter what challenges we face we, and all the other firms' here, have a duty to work in the city's interest.

"After all we owe our living to this city and it's hard working people."

The Works also takes its responsibility to the community seriously, supporting Young Enterprise in the region.

Craig said: "What a fantastic thing to encourage young people in schools to start their own businesses.

"I sometimes wish some of my management team had some of the naivet that allows the outside the box thinking some of these kids have."

He admits: "I've nicked a couple of ideas from them already."

Craig added: "I don't think business does enough for young people, after all they are our employees of the future.

"One of my consultants in Bradford came to us four years ago as a work experience student, he liked it so much he stayed and he is one of the most dedicated hard working attributes our firm has."

The firm is also committed to other initiatives, anything Craig says which helps "evolve children, education and health".

The Works drops off its scrap paper for children to draw on and sends contributions to homeless centres.

Craig explained: "This sort of thing costs nothing and delivers everything to our staff in terms of self fulfilment."

The Bradford business is doing so well it is set to open a new office in Sheffield this June.

Craig added: "I'm really excited about that. It just proves the process works.

"Our 'culture' doesn't suit everyone - I'm the first to admit that.

"But for the people it does, we pull off some pretty impossible things.

"There's a line in Alice in Wonderland when characters are talking about things being impossible to achieve.

"One of the characters says "Why I think impossible things all the time, in fact I have been know to think three impossible things before breakfast".

"What you can believe and conceive you can achieve.

"Today Bradford, Leeds, Manchester and Sheffield, tomorrow the world."