How a Former Executive Assistant Started Her Own Recruitment Agency

Marlen Madrigal: you have potential, you can do whatever that is in your mind. You have what it takes. And it if it is scary, that's because it's worth it.

Ryan Bulpitt: Hey everyone. Thanks for joining us for another episode of Behind the Founders. Today I'm joined by my lovely guest Marlin. Thank you so much for your time. So if you don't mind just telling the audience, you know, who you are, what you've been doing, just give us a brief little intro about yourself.

Marlen Madrigal: Absolutely. first off, thank you so much for having me, Ryan. It's lovely meeting you and what you guys are doing in the podcast. to tell you a bit about myself, I was an executive assistant for over 12 years. And then I started doing recruiting. It all started while while I was still NEA with one of my executives. He asked me. he said that he needed to hire video editors and that he needed my support. And of course, as you know, whenever you're doing something new, I was like, what am I gonna do? But I learned everything. you know, working with him. He taught me everything I knew, and that definitely you know. found it what I what I do and how I do it. Of course I've kept evolving and figuring out how things work and doing it my own way but that's how it all started and it came to a point where I actually didn't have time to focus on my executive assistant tasks. And so I started doing recruiting.

Ryan Bulpitt: Mm-hmm.

Marlen Madrigal: And yeah, that's how it all started. It was I figure I I learned that I was very passionate about doing this. I love doing it and that's that's what I'm doing right now.

Ryan Bulpitt: Okay, awesome. So it was kind of just like a natural progression of your career that kind of got you into recruitment. Like it just came out through your EA role and you just took it further from there.

Marlen Madrigal: Exactly. And you know, I've all I was always really good greeting people. So I think that's that's what helped me, you know, jumping into this and obviously my background as an executive assistant, working directly with founders, knowing how they think, you know, what they want and all of that helped me. And now that I actually worked with founders and CEOs and I get to understand what it is that they actually want, helps me in finding a great fit for them. But I think without the EA background, I don't think I would have you know, had all the basics that I needed. So it was it was a fun and rewarding time being an executive assistant.

Ryan Bulpitt: Mm. So you think without you being an EA you wouldn't have had like the necessary stepping stones to get into this so smoothly?

Marlen Madrigal: No, definitely no. I'm very proud to say that I was an EA. I think every EA role is different. No job is like the other. Whenever you step into a new role, you have to to learn and be flexible and understand the needs of the business. So that's that really opens your mind into you know new possibilities and finding ways to like be resourceful so being an EA it's it's it's an amazing job and I think that you know companies nowadays I feel like they're starting to understand the impact that an executive assistant can do on the organization but not all of them are really you know understanding the impact that you can get from an executive assistant it's not just about scheduling or working the the calendar it's it's so much more than that and and if you are an a CEO or you know an executive and you know how to handle your relationship with your executive assistant. This could be you know, a game changer because of all of the time you would be getting back to actually focus on activities that will help you grow your business or whatever it is that you're looking for.

Ryan Bulpitt: Yeah, it has the potential to be like a really high impact role. like you say, I think people are switching on to that. You know, it's not just about the admin, it's not just about the Canada management. They like you say, they free up so much time for the founders to actually push their business further. it's almost like they're a partner founder, really. Like that's what an EA really is in essence, to me at least.

Marlen Madrigal: It is, it is. And I love that you know, I think this started since COVID. as hard as it was, there were some things that changed for the better. And you know, companies starting started looking at you know the possibility of working remotely. and not only remotely but hiring people from latin america that you know can do an amazing job and that will get the impact that you need in your company. And before that, like I I told you I was an EA for over 12 years and I was working in an office. And I never thought it would be possible to work remotely and and do it from home. I thought that that wouldn't be possible. And then then it was and it's amazing.

Ryan Bulpitt: Yeah, and like you say, that big shift sort of happened when, you know, the world kind of went into lockdown. So really rough time, but you know, very I think it was a a key

Marlen Madrigal: Yeah.

Ryan Bulpitt: change like in the times and the way that work happened. 'Cause you it always used to be you've got to go to the office. So it was a horrible, you know, lockdown, a horrible disease, but it kind of brought about a good change in the way that people and businesses can see where we can work and how we can work. Because I mean, working from

Marlen Madrigal: Absolutely.

Ryan Bulpitt: it's such a healthy space for people. And I actually just want to touch back on something you mentioned earlier. You said you're really passionate about the recruitment and that. So what about it? You know, what do you enjoy about it? How where did you find your passion? Where did that come from?

Marlen Madrigal: I think it's about remembering how it is to be on the other side, being a candidate, looking for a job. It's it's really hard. I mean, be looking for opportunities and then working on them, applying and then maybe not getting a single response. Or actually going through a whole process that is demanding and that it takes a lot of time and effort and not getting back the same that you're giving. So to me, it's very important the client experience. But to me, my clients aren't just, you know, the founders or the CEOs that hire me, but also my candidates. So I like to do things differently. I like to go back to you know before the whole automation CRMs and systems that you know delete candidates without ever you know really taking the time because the C V isn't the person. So I always like to take the time to review not just the C V, but who is behind that C V. So my the the clients that I like to work with are those that are flexible. For instance, whenever I'm hiring, of course, you need to know what it is that your client wants. There could be sort some hard requirements, things that you know, without this, you cannot

Ryan Bulpitt: Negotiable, yeah.

Marlen Madrigal: hire this candidate. But whenever I get opportunities that even if it's not negotiable, for for instance, right now I have a client that's in supply chain, so they needed candidates to have CPG experience, consumer packaging goods. so I went to my candidate and said like I'm I'm sorry, but this is a non-negotiable experience, but She was like very kind about it, but at the same time understanding and walking me through other things that she actually had, maybe not that one, but relatable experience that was important. I was like, you know, she has what it takes. Maybe it's not the exact experience, but she has other qualities that are not trainable or you know, that at least are hard to acquire. So I gave her a chance and now she's in the final stages, even though she didn't have this. So I like to pay attention to to the people behind just the CV. And whenever things like that happen, that I think I made it possible for at least one person to land their dream job or something that they were re they were working really hard on getting an, you know, being the bridge that made it happen. That's it's great. I love it.

Ryan Bulpitt: It's almost like you manage to help them maybe even if they're not in a tough time, but like help them better their lives. Because you know, a new job can do so much for so many people. whether it's they were in a

Marlen Madrigal: So much. Absolutely.

Ryan Bulpitt: bad environment or they needed more income, like a new job can literally change someone's life. So, I mean, I get you completely. That's also why I'm in this field, you know. 'cause

Marlen Madrigal: Yes.

Ryan Bulpitt: I wanted to I wanted to help people and getting a new job can help someone, it can completely change someone's circumstances. So I completely understand that. and you like to make it personal. Like people aren't just a document. They're not just a C V. You wanna give them a chance behind just those words on the C V.

Marlen Madrigal: That is correct. I I think that's what all of us that were working on recruitment, we need to remember that we're talking about people, people with dreams, people that you know are working hard and to to to find a position and the least we can do for them is to to be there for them, to answer questions and to give give feedback whenever we can because we we always we don't always can but whenever we can definitely do it because who knows maybe it could be ourselves tomorrow in that position so yes

Ryan Bulpitt: We've all been there. We've all literally been in that position. We know what it's like. So very, very solid piece of advice. We do gotta remember that, you know, these are people, it's not just a profile on a system or something like that. and even if it's negative feedback, at least they're hearing something, you know? At least they know where they stand, they

Marlen Madrigal: Yes.

Ryan Bulpitt: can look elsewhere, give their full energy somewhere else. 'Cause you know what it's like, you know, you apply for a job, you think you've got the next round, so you're kind of hanging on, you don't wanna put your feet out there fully just yet. So even if it's a no, it's still good feedback to give someone so that at least they know they can put their full energy somewhere else and try for that next opportunity.

Marlen Madrigal: Absolutely. And even when it is a no, a no for this position doesn't mean that it's not a good candidate for for another company for another role. So I always do keep them in mind. even if it's a no right now. But I know that they have something, and I see it in them. I I just remember them. And I don't know how many, but I have seriously put b helped candidates that were a no for you know any reason but then I saw potential in another company, even another role and it's a higher. So we hope we always have to keep an open mind because you don't know what's gonna happen tomorrow.

Ryan Bulpitt: Yeah, one door closing doesn't mean that all the doors are gonna close for that person. you know, I feel the same way. Like if you remember someone has these qualities, just try and keep them in the back of your mind because the next client might want them. The next person might give them the opportunity. and then I just wanted to, you know, I did obviously go through, you know, your profile, took a look at what you've been doing. so you've I know you were in the EA space and then you went into recruitment full time. Over the past few years, You know, you founded your own recruitment space, it looks like. So you know, I wanted to hear a bit about that. Like what made you shift from just working in the recruitment field to thinking, okay, now I want my own business. I want to run how we do things? What made you do that change? What brought that about?

Marlen Madrigal: I was very lucky. I mean I say I was lucky but at the same time I know that luck doesn't just happen. That is something that you you built and Actually, with one of the executives I was working back then, I I think I I told you, no, about this executive that said, Hey, I need to find video editors. And then at the time at the same time, I had another job. I was working two part-time jobs as an executive assistant back then. And I told my boss that he was looking to hire for a role, and I was like, we could do this. And then he said, Okay, I'll think about it. And I was like, okay, he just didn't listen to me, pay attention or anything. But then like a month later, he was like, I I've been thinking about what you said, I think it's interesting. let's do it. And I started helping him as well as I was still an EA. And from that role, he was very supportive. He he's still my client now and he he

Ryan Bulpitt: Okay.

Marlen Madrigal: was my very first client, I could say. and he was the one that told me, you know what? of course I want you to be my EA, but at the same time I feel like you're not taking advantage of your gift and what you can do. And I think you should go on full time with your business. And I was like, my god, I don't I I I I thought about it and I was like, okay, I I can do this, you know, and he was super supportive. He started introducing me to friends to to to help them with their needs. And eventually I started having enough searches that I could say, okay, like Actually, this is more than I make as an executive assistant. But still, it was so hard to, you know, the full security that gives you a monthly check that you know that

Ryan Bulpitt: Yeah.

Marlen Madrigal: it's coming no matter what, but then saying, Okay, I'm just gonna go on my business. That is so hard, especially for me. It was so hard. I think when you're younger and probably you don't have kids, and you know, you say, it doesn't matter if I don't make any money this month. But

Ryan Bulpitt: You can take more of it.

Marlen Madrigal: then yes, but then when you're your your parent, I am a mom, I have a seven-year-old, so it's like super scary. And it was very difficult for me to make the jump into saying, okay, I'm just gonna. go into into my agency and and focus on that because that takes time and and that's how I do it but that's because I had support. I had an executive actually telling me you got this, you can do it. And someone who believed in me even before I did myself.

Ryan Bulpitt: Okay.

Marlen Madrigal: yeah I'm very grateful to this executive yeah.

Ryan Bulpitt: all kind of like evolved from that IgSic kind of bringing you into the recruitment and then pushing you to say, no, no, go full time.

Marlen Madrigal: Yes. but honestly I don't think I would have done it if I didn't have someone telling me I believe in you. and plus, you know, I come from an executive assistant background. And I think most executive assistants are very used to working in the background and behind the courtins doing things that pretty much no one knows that are being done but they don't know because they haven't seen any problems coming or arising. So when you're an EA you get so used to not being noticed and I think that's that's recurring with executives executive assistance. I can relate to that. So to all executive assistants out there. I just wanna say, you know, you have potential, you can do whatever that is in your mind. You have what it takes. And it if it is scary, that's because it's worth it.

Ryan Bulpitt: That's an amazing message. and yeah, you're right. They, you know, EAs work a lot in the background, and like you say, they fix the problems before they become problems. So they're doing so much that people don't even realize. and your challenge that you mentioned, obviously it's very scary taking a risk in general, but especially so, you know, when you have responsibilities like a child, how did you like just make that work? How did that go for you? Like, because that's a massive step, like you said. So how did you end up overcoming that initial challenge of I'm gonna move away from my guaranteed like salary all the time and go full time into my own business? How did you get through that, you know? 'Cause that's obviously a very scary mountain to climb.

Marlen Madrigal: It wasn't easy. And I think I could say that was the hardest part on making the decision. And I'm not gonna lie about it. It was so hard for me that you know, was it I I was I was like, okay, I'm gonna focus on just the agency. but then I of course working as an executive assistant, you get to have a lot of context and someone reached out for help. to, you know, still work as an executive assistant. And I was like, okay, I'll take it. I will do it part-time. But that's

Ryan Bulpitt: Yeah.

Marlen Madrigal: just because at the end of the day, you're I I was still scared of, you know, what's gonna happen, what's gonna come. So it it it wasn't an easy or a direct jump for me. And I think that's okay. You need to know that not everything is gonna be you know, an easy transition and that it's okay. It doesn't have to be I think everyone on social media and on videos and you know, LinkedIn, they show you this perfect path to success in your business, but they don't really show what goes behind every step that they take. So yeah it it's not

Ryan Bulpitt: Yeah. They make it look like A, B, C but it's not actually like there's so much in between.

Marlen Madrigal: it's not but then when I say I I think as they say if you what you resist persists. So I I knew that I couldn't if I kept because of fear. having the safety of this monthly check, I knew that I was losing more that you could actually you know that what actually happens. It's like whenever companies want to are thinking about getting an executive assistant, but then they think, no, the the assistant it's gonna be 2K a month and we're still not ready. But it actually they're ready because if they think how much the an hour of an executive costs, if they hired an EA that, you know, could be giving them back 10 hours, 20 hours a month. and if you take into account how much the CEO makes, you know, this assistant is paying for for her own

Ryan Bulpitt: Yeah.

Marlen Madrigal: role. just by doing what she does. So you shouldn't

Ryan Bulpitt: Wait.

Marlen Madrigal: be afraid of making the jump.

Ryan Bulpitt: get one at all. Just get someone on the team. and I also

Marlen Madrigal: Absolutely.

Ryan Bulpitt: I wanted to ask you about about your current space. I see you've been doing it for over three years now. you know, that's a nice period of time, but obviously at the start it's probably way different from where you are now. could you maybe tell me what that journey's been like from like when you just started to where you are now, you know, you were probably doing it solo at first. Do you have Anyone helping you right now? Do you a team? Like what was the journey like for the past three years? I really wanna know about that.

Marlen Madrigal: Yeah, I started solo and as I told you I was still working a full-time job while while I had the the agency and I was I hired someone to help me recruit do some of the the initial tasks of the searches. but I'm sorry, it it wasn't

Ryan Bulpitt: No worries.

Marlen Madrigal: really working. I felt like I was leaving so much on the table that that I was I still wasn't ready to to fully delegate the searches to to other people. I like I was still in too an in a too early stage. And so Like now this person helps me with some administrative tasks like a virtual assistant right now. But I I decid when I decided like this is time, this is what I have to do. Now I've taken everything myself, like like I'm taking every role in the org chart. But it's fun, I love it. And definitely, yes, as soon as I start, you know, acquiring. more clients and the agency starts to grow, I would definitely be hiring more people. And that would be great. Like giving jobs, that would be a great milestone for me.

Ryan Bulpitt: Okay. So at the moment you're still doing like ninety to ninety nine percent of everything, you're still like running everything kind of through yourself right now. but

Marlen Madrigal: Yeah.

Ryan Bulpitt: like the next goal for you would kind of be to expand your team.

Marlen Madrigal: It's it's been but you know the only one stopping me was myself because

Ryan Bulpitt: Mm-hmm.

Marlen Madrigal: it took me way more time than it should have to realize what I needed to do. I feel like if I hadn't postponed so much focusing on the agency, I I would already be there. But it's it's no good to be thinking about what you've done right or what you've done wrong, but actually focusing on on what's coming and that's what I'm where I'm trying to get to.

Ryan Bulpitt: Yeah. Hindsight is always twenty twenty. We can always say, I could have done this, I should have done that. But the fact of the matter is we made it through. So clearly we're still doing something right, you know? and like you say, the future's kind of where the important stuff is. Cause we can look back as much as we want, but we still have to keep going forward. So, you know, really just keeping keeping the the headlights on. I think that's very important. and in your you know, in your current space, since it's bas basically just you running it now.

Marlen Madrigal: Mm-hmm.

Ryan Bulpitt: that's obviously a lot. That's a lot of responsibility. how do you how do you keep things flowing? How do you keep things efficient? Do you I know you don't really have like a team to support you? Do you use any specific tools or any methods of working that make things smoother for you? Like how do you run this day-to-day by yourself?

Marlen Madrigal: rely on the a AI a lot. I think well I still do all of my you know my recruitment process like I I do it myself I like to check the CVs and and you know everything I do personally I think AI it's an amazing tool to help you reduce the workload like it helps me review my my my candidates and everything that goes behind. but it's it's really important to remember that you have AI and it it's it shouldn't be something to be scared of but to be you utilize and that's an amazing assistant. I I think it doesn't replace real assistants. They're still very necessary to each company

Ryan Bulpitt: Yeah, push.

Marlen Madrigal: but AI, I don't know how we lived before it.

Ryan Bulpitt: Without it, yeah. It's kind of like this becomes so natural in people's lives now. yeah no, it's

Marlen Madrigal: Yes.

Ryan Bulpitt: it's a great tool, but like you mentioned, we still gotta, you know, use our own eyes. We still can't you know, we cannot cut out people. We still need to look and use our brains there. So that's a it's a nice balance that you have of, yeah, you use AI to make the workload less, but you're still doing almost everything with your own eyes, you know?

Marlen Madrigal: I do and I love it. I mean, I think it's important whenever you're considering starting a business to do something that it's not just about the income, but make sure it's something that you enjoy doing because that's where you're gonna be spending most of your time. So that's the real goal.

Ryan Bulpitt: Yeah. Interesting. Yeah, no, definitely. I feel like that saying it's so cliche but it's true when you love what you do, it's not really work, you know? It's not like a job. And I just wanna ask with, you know, your current processes, what do you think is still like taking you a lot of time? So I know you use AI to like make your workload less, like help you with looking at C Vs and stuff, but what do you think you spend like a lot of time on yourself?

Marlen Madrigal: That's a difficult question. I think

Ryan Bulpitt: Sorry to put you on the spot like that.

Marlen Madrigal: I think It would be the first screening processes, like really figuring out because I hate wasting people's time. So I tend

Ryan Bulpitt: Mm-hmm.

Marlen Madrigal: to overthink. Like, hmm, is this you know, is this a potentially good candidate? And sometimes

Ryan Bulpitt: Is the supplement or yeah.

Marlen Madrigal: I I tend to overthink. But that's just because I care a bit too much about people. So I work really hard on saying, okay, stop overthinking and act. but at the same time I believe there are no mistakes.

Ryan Bulpitt: Mm-hmm.

Marlen Madrigal: even if when you're screening a candidate, you you start engaging with them on And seeing what a potential fit they could be, you never know what's gonna happen. Anyone could surprise you. And I've gotten results where I thought that oops, I sent this to this person that I thought maybe wasn't the right fit, but then

Ryan Bulpitt: And it ends up

Marlen Madrigal: it's awesome when it ends up benefit, and you're like my god, I'm I'm so glad I made this mistake because then you realize that, you know, as Bob Ross would say, there are no mistakes, here's happy accidents. And

Ryan Bulpitt: Yeah, yeah, yeah. I like it.

Marlen Madrigal: yeah, I mean it's it's that's that's the process that's the hardest for me, but you know, not not so bad. It's it's good.

Ryan Bulpitt: Mm-hmm. Yeah. No, I I relate to you a lot on that. you know, I also spend a lot of time thinking, Okay, does this person fit like a hundred percent of the criteria? Do they have this and this? But then I've got like quite a few cases like you mentioned where I send someone, but maybe they want a perfect fit, but then the client was like, No, no, no. Let let me talk to them. This is a great this is a great person and then now they've been there for like six months, so I get you completely. you know, that's

Marlen Madrigal: Mm-hmm.

Ryan Bulpitt: why we give people chances 'cause you never really know until you've until the other person has seen them. so that's amazing that you, you know, still take chances like that. And I know you already mentioned like your next goals, like expanding, you know, your company, expanding the team. So like just long term, what would the big thing be for you? What would your next big happy success be for your company?

Marlen Madrigal: for me is acquiring an you know lending clients in Latin America. As I told you in the beginning, I started working with with the foreign companies. I have clients in New Zealand, Australia, the United States, but I haven't acquired any clients in Mexico. Which is crazy. I'm Mexican by the way. I live in Mexico City and I've never had any client in Latin America, which is crazy. I mean I would love to do that.

Ryan Bulpitt: Yeah.

Marlen Madrigal: speaking my own language. That would be awesome. I've I always work you know, ever since I started working remotely, you get used to working and speaking in Spanish in in English the whole time. And as a bilingual speaker, that is so hard. I mean, I think you have to be thinking in a second language the whole time. It's it's exhausting. because yes, yeah, it at the end of the day you're just so tired because it wasn't just, you know, working, but at the same time you had to be like

Ryan Bulpitt: Well that's not a small.

Marlen Madrigal: Yes. And I even sometimes I even forget words in Spanish whenever I am actually speaking with in Spanish with my family or friends. So

Ryan Bulpitt: in in English the next day.

Marlen Madrigal: my goal is to to get some clients in in Latin America. That would be awesome. I think there are a lot of opportunities in here as well. but I I think I could be wrong, but I think in in Mexico at least, Companies are still not ready to give a full jump into acquiring you know their workforce to work remotely. I s I think there's still you know, they're not ready yet. We're not ready

Ryan Bulpitt: Yeah.

Marlen Madrigal: yet, which is it's it's crazy because how come companies in the states or Australia, New Zealand hiring people in Latin America to work remotely? And companies in Mexico are still not doing that.

Ryan Bulpitt: They don't do it. Yeah.

Marlen Madrigal: I I think there's this has to change. And if I can get companies to start thinking into hiring remotely, that would be a a dream for me because I I think there are so many talented people, moms like myself that could benefit from working from home. being able to watch their kids, pick them up from school, take them to their activities, and then be back from for to be back home for lunchtime without being stuck two hours in traffic. If I can

Ryan Bulpitt: Yeah. And that just like all day, taking all your energy.

Marlen Madrigal: Absolutely. And taking time. I mean, you only have one life. And I think it's important to spend it with the people we love, with our kids, with our partners, with our spouses. So if I can get one company in Mexico to start looking into hiring remotely, I think that would be an achievement for me and something that I would love to do. I'm gonna work hard and trying to achieve that.

Ryan Bulpitt: Okay. Well fingers crossed that they're listening and that, you know, a change comes. Yeah.

Marlen Madrigal: Fingers crossed. Yes.

Ryan Bulpitt: So you know what? Thank you so much for your time, Marlon. what I usually do at the end of this is, you know, I like to ask if the guest has any words of wisdom or any like last bits of help or guidance or anything that they want to say to whoever might be listening. You've already said so much that's so powerful and relevant. even just now, you know, wanting to change the way that the Latin American companies look at work, that's amazing. But is there anything that you might wanna say to anyone who's listening or any kind of help or any guidance that you'd like to give anybody before we sign off.

Marlen Madrigal: I think I could just say that I know that it happened to me, so it could be happening to others, but whenever we hear the word founder, it sounds scary. So if you are holding a full-time position right now, but there is something on your mind, something that you're passionate about, and that you think you could start making money from it. And not have a ceiling and say I could make a lot more than I could be doing. Don't be afraid of the false sense of freedom that the monthly compensation gives you because you're only stopping yourself. So that start advocating for yourself. Do not be afraid of what's coming because I'm sure it's gonna happen for you if you're doing it for the right reasons. And I'm not talking about money.

Ryan Bulpitt: Mm-hmm. So just don't be scared to make that jump and don't let that monthly salary like block you down basically.

Marlen Madrigal: No, don't do it. And if you're really passionate about it, money will follow. It always does.

Ryan Bulpitt: Okay, lovely words. Thank you so much for your time, Marlon. I really appreciated it. It was lovely chatting to you. yeah, thank you so much for your time and thank you all for listening. Have a lovely rest of your day, guys.

Marlen Madrigal: Thank you.