Recruitment has been broken for decades. We're rebuilding it.
Most recruitment firms know AI is here to stay. Few will move fast enough to use it properly — we help the ones who do.
I started in recruitment in 2003 — Top Newcomer at ATA Selection in Leicester, then five years learning the trade in the UK. Moved to Bangkok in 2008 and never left. Twenty-plus years across two markets and four continents of clients.
Joined PRTR in 2008. By 2012, on the board running three BUs. Grew PRTR Executive from THB 6.7M to THB 53M, scaled the team from 1 to 30. Then stints with Boyden and Korn Ferry — my biggest single fee, USD 106K, and USD 600K in billings over twelve months. Organisational consulting work for the biggest merger in Thai corporate history. A multi-country, multi-hire project that earned a shout-out from Korn Ferry's global CEO. In 2024, I relaunched Metamorph as a recruitment firm.
Then AI arrived. The chance came to automate and scale the practice from the ground up — and I took it. Within a year, every paying search was running through a custom stack. I call the discipline Customer Zero.
Customer Zero surfaced something bigger. Small recruitment firms can adapt faster than the big networks — they just don't know how. So I turned Metamorph into the AI Automation firm that shows them how.
Recruitment was broken long before AI. Now we have the chance to fix it.
Cold calls into people's days. Phones slammed down. Candidates ghosted. Clients underserved. Consultants burning out. For three decades the industry told itself this was just "the way" — that the rejection was part of the process, that annoying people was the cost of doing business. It wasn't. It was a sign we were running a model nobody actually liked, including the people inside it.
Back in the day, I used to make 400 cold calls a week. I'd wear like a badge of honour the phone being slammed down on me, but within 12 months I realised this was a colossal waste of everybody's time. Twenty years later, AI has proven me right.
AI is the catalyst. Not a feature you bolt on, not another sourcing tool — the chance to redesign the whole experience. For the client. For the candidate. For the consultant. The phone-bashing, list-pushing model is finally on the back foot.
Knowing isn't the problem. Most founders see it coming. They don't know how. They don't have the resources. They can't find the time. So the work stays manual, the model stays broken, and the firms who do move pull further ahead.
Half the market won't move in time. They'll add a few AI tools, keep the same shape, and get wiped out — by leaner firms, by in-house teams, by candidates who learned to do without them. The other half — the ones who use AI to actually rebuild how recruitment works — will own the next decade. AI × Human firms. Faster, sharper, better for everyone in the room.
Metamorph helps founders build the second kind.
He who dares, automates.
Thirty minutes. No pitch deck. A direct look at what AI could do for your firm. What decision will you make today that your future self will thank you for?
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