David Blecken
Jan 12, 2018

Recruiter Tyron Giuliani leaves Optia to focus on coaching

The executive search specialist says advertising agencies are grossly under-using LinkedIn as a means of generating new business.

Tyron Giuliani
Tyron Giuliani

Tyron Giuliani, one of the most prominent recruitment specialists for the marketing industry in Asia-Pacific, has stepped down from his position at Tokyo-based Optia Partners to concentrate on social media lead generation coaching.

Giuliani spent 14 years at Optia and has worked as a social selling coach since 1998. He became an official member of the Forbes Coaches Council in October 2017.

As a LinkedIn trainer, Giuliani said he aims to use his experience acquired in previous coaching roles and in executive search to help entrepreneurially-minded people around the world use the platform to generate B2B sales and engagement. He operates a seven-week program reinforced by Q&A sessions, with a goal of coaching around 20 clients per month.

Giuliani does not limit his coaching to specific business sectors, but said there is lots of scope for advertising agency executives to use LinkedIn more effectively. He said most agencies fail to use the platform properly for employer branding or new business.

“Agency heads should be on there showcasing what they do,” he said, noting the democratic nature of LinkedIn as a platform. “You have the same platform as Sir Martin Sorrell, and you can dominate it” with the right strategy.

Part of the problem is that the advertising industry continues to see LinkedIn as “boring and unsexy”, he said. “They just see it as a place to get talent. They’re following the rules. But no one’s made the rules…It’s a client-generating tool. If you treat it as an online CV-holder, you’re missing out.”

He said boutique agencies are “working it out faster than big agencies” and pointed to some individuals in the US, including Tom Goodwin, head of innovation at Zenith, and Josh Fetcher, co-founder of BAMF Media, who appear to be using LinkedIn to its potential.

Giuliani said he would no longer engage in full-time recruiting and expressed frustration with the advertising industry for its reluctance to innovate its approach to hiring talent.

“It got to the point where I realised nothing is changing,” he said. “There’s apathy in the market and I want to deal with people who are really enthused.”

Giuliani continues to be based in Tokyo. LinkedIn has a small presence in the Japanese market, where people tend to favour Facebook for making business connections. By contrast, around 70 percent of white collar professionals in the US have LinkedIn accounts, Giuliani noted.

Source:
Campaign Japan

Related Articles

Just Published

2 days ago

Google report sees glimmer of recovery in travel ...

Consumers will prioritise hygiene, use travel bubbles and begin with short vacations, a new report suggests.

2 days ago

The Apprentice, refreshed, leads One Championship ...

With live events on hold, the mixed martial arts promoter will be presenting a revamped spin-off of the reality-TV format to help keep its global audience of millions, and brands, hooked.

2 days ago

Dentsu Aegis to allow Australia staff to WFH for ...

Move comes after internal survey found overwhelming majority of staff want to maintain the current work-from-home arrangements.

2 days ago

Japan law tightens regulation of major ecommerce ...

TECH BITES: Law addresses concerns that tech giants are abusing their market power and leaving small businesses out of pocket.