Connecting Midlands businesses with standout finance talent through targeted local outreach

Carter Rolan Group (CRG) is a Midlands-based accountancy and transactional finance recruitment specialist, placing finance professionals from Accounts Payable and Credit Control through to CFO level, across private-sector organisations of all sizes. Having already built strong local relationships with businesses like EP Group and FAUN Zoeller, CRG wanted to scale beyond word-of-mouth and referrals, and create a consistent, repeatable pipeline of new client conversations.

The challenge: reaching the right decision-makers (Finance Directors, Heads of HR and Managing Directors) at the right Midlands businesses, at the right moment.

Harper built a targeted multichannel outreach campaign aligned with CRG’s local-first positioning by:

• Segmenting the ICP tightly: Focusing on private-sector businesses in the Midlands spanning manufacturing, logistics, haulage, waste management and general SMEs, all with active internal finance functions.
• Leading with candidates, not credentials: Using an MPC (Most Placeable Candidate) approach, placing standout available candidates front and centre in messaging, making it immediately relevant to hiring decision-makers.
• Keeping the CTA low-pressure and local: Every message offered a 10–15 minute face-to-face visit, a soft, relationship-led ask that reflected CRG’s values and resonated with busy Midlands finance leaders.
• Running a dual-channel sequence: Personalised email and LinkedIn outreach working in tandem, reaching Finance Directors, CFOs, Heads of HR and MDs across CRG’s core target sectors.

Harper designed a multichannel campaign built around CRG’s strongest asset: their reputation as a trusted, local specialist. Rather than generic agency pitches, every message led with a specific candidate profile, immediately available, locally based and relevant to the prospect’s likely hiring needs.

Outreach highlighted existing partnerships with EP Group and FAUN Zoeller to anchor credibility, while the face-to-face meeting offer replaced the typical “book a call” CTA with something far more in keeping with CRG’s relationship-led approach.

Harper handled prospecting, list building and outreach execution, freeing the client to focus on conversations, assessments and placements.

The campaign opened conversations with Finance Directors, Heads of HR and MDs across Midlands businesses in manufacturing, logistics and the broader private sector. Decision-makers engaged at organisations including:

• Brett Group
• Compass Group UK & Ireland
• Branston Ltd
• Taylor Wimpey
• Roberts Bakery
• Indestructible Paint Ltd
• J&J Global Fulfilment
• Paragon Banking Group

Harper surfaced a pipeline of active hiring conversations and future prospects: businesses who acknowledged upcoming finance recruitment needs and asked to stay in touch.

By combining CRG’s deep local expertise with Harper’s targeted outreach, the campaign gave Carter Rolan Group a consistent flow of new hiring conversations, without the cold-start grind of building a pipeline from scratch.