Case Study: Launching in a new market

Client: Peninsula


The Result


How Sales Talent Agency helped Peninsula launch and dominate the Canadian marketing in just 11 months

The Challenge

Peninsula is a global leader providing HR and employment law solutions to over 50,000 businesses in 3 continents. Due to their continued success, they set their eyes on a brand new and exciting market: Canada. According to the Harvard Business Review, “expanding into a new market is tougher than it looks; three-quarters of the time, the effort fails”. With limited knowledge of the Canadian employment market and very little brand awareness and network, Peninsula looked for expert help.

The Solution

In early 2017, Peninsula engaged Sales Talent Agency, Canada’s leading sales recruitment agency, to help build their entire sales team. Critical hiring needs included: inside sales representatives, outside sales representatives and sales managers.

Across all roles, Peninsula was looking for highly driven and self-motivated salespeople. Ultimately, Peninsula is a solution provider, so the sales team had to be bright and curious about developing expertise in the HR space.

Timelines were tight and expectations for growth were high, so before opening their Canadian office, Peninsula and Sales Talent Agency arranged a schedule for candidate presentations and interviews. The expectation was for candidates to be presented in 3-6 business days and interviews booked every 1-2 weeks, in order to fill the urgent positions as quickly as possible. With STA’s knowledge of the Canadian market and expertise, they were able to build the exact candidate profiles to deliver the talent that was needed.



The Result

Over the past year, Sales Talent Agency has worked with Peninsula to respond quickly to their massive Canadian growth. During this time 258 candidates were presented, 233 were interviewed and 48 were hired. These hires have been able to generate 1000+ clients for their Canadian business and 7 have been promoted within the year.

Peninsula continues to work with Sales Talent Agency to hire more salespeople for their Canadian team.



“…working with STA has been an amazing experience. Most of our top performers have come from them."

- Nick Babington, Vice President at Peninsula Canada

Since this project Sales Talent Agency and Peninsula continue to partner on recruitment projects