News & insights

Midlands firm champions flexibility with triple office relocation

By Fiona Frudd

Each of its three new offices – based in Birmingham, Leicester, and Nottingham – offer a flexible approach to work, with adaptive environments allowing employees to drop in and work at times to suit them.

SF Recruitment’s aim is to create a modern working environment to suit all its people. The Birmingham and Nottingham teams will be located in the city centre – on Gas Street and Park Row respectively – while the Leicester team will be based in a barn conversion in the quaint village of Sharnford.

Saira Demmer, CEO of the firm, explains: “The pandemic has accelerated the path to a new way of working, and we knew that a return to a traditional approach was not going to fit our new brand vision. We pride ourselves on the values that have made us a leader in our markets, including our agility, high performance culture and entrepreneurial approach to our work. Modernising our property portfolio to reflect this working style has been very rewarding and marks a turning point in our relationship with our people.”       

“Each team has been given the opportunity to put their own personality into the new office, with the facilities varying from modern city centre workspaces to more picturesque, countryside space. The result will be a people-centric business, offering an environment which champions flexibility and our colleagues’ wellbeing.”

An increase of natural light, breakout rooms and improved kitchen facilities are among the key benefits of each new office, providing SF team members with inspiring environments from which to continue their expansion plans.

Earlier this year, SF Recruitment was named among the top 20 best small companies to work for in the UK for a second successive year. All three office moves form a key part of SF Recruitment’s planned business expansion, growing on its success in the Best Companies rankings. Since the start of the year, the firm has hired 16 new staff, including two internal recruiters to support further growth of the company’s marketing, HR, engineering, executive and technology teams.

Saira concludes. “We are incredibly excited about the future of SF Recruitment, and we have laid the groundwork for a new working culture that will support our staff to perform at the top of their game. The investment in our offices is just the latest stage in our development, following our shift to hybrid working and the complete overhaul of our employee proposition. We’re always looking for new ways that we can foster business growth through employee engagement, so I’m excited to see what our new homes will do for SF Recruitment.”

For more information on SF Recruitment, visit

Fiona Frudd
Fiona Frudd
Head of Marketing