Beyond the conference programme.
Daniela Bascelli · Sandton, South Africa
23 June 2026
On 23 June 2026, recruitment and staffing professionals gathered at NH Hotel Sandton in Johannesburg for the APSO Conference under the theme “Rethink, Evolve & Thrive.” It was a chance to examine how the industry is changing, share ideas and consider what stronger recruitment businesses will need next.
I was invited to join a small group of specialists offering private, bookable Ask the Expert consultations. My consultations drew on the disciplines I bring together in my work: brand strategy, digital visibility, SEO and AEO, recruitment marketing, AI adoption, lead generation and professional training.
We looked at how a recruitment agency can sharpen its position, stand apart in a crowded market, reach the right clients and turn visibility into qualified conversations. Each decision matters because winning more business depends on being found, being understood and giving people a compelling reason to trust you.
The format made room for real business questions. Delegates could book a focused 20-minute conversation about their own challenges and ambitions.
Beyond those sessions, I connected with recruiters, agency leaders and new faces across the industry. We spoke about where their businesses were headed, how to position an agency to win more clients, which lead generation opportunities were worth pursuing and how stronger digital capability and better trained teams could support that growth. I could draw on years of work across strategic marketing, talent acquisition and training to offer advice they could take back into their businesses.
Alongside my specialism, delegates could seek advice from industry leaders across a range of specialist fields. The range of expertise made one thing clear: successful recruitment businesses are built through connected decisions about people, operations, positioning and growth.
Why this matters to me
My association with APSO and South Africa’s recruitment industry spans 14 years. I’ve watched the tools change, from the way agencies source talent to the way clients discover and assess potential partners. What has stayed constant is the need for professional judgement, a credible reputation and skills that keep pace with the market.
Business transformation only takes hold when strategy, technology and people move together. That is why I connect brand positioning, digital capability and practical training in my work. Visibility can bring a client or candidate to your door; the experience, expertise and trust behind your business give them a reason to stay.
As AI reshapes how recruitment teams source talent, communicate and make decisions, I help leaders and their teams build the judgement and skills to use it with purpose. The result is stronger market presence, more capable people and better work for the clients and candidates they serve.
