As we step into a new financial year, we’re not just looking forward—we’re raising the bar. At Cherry Professional, experience matters more than headcount. We recently celebrated 17 years in business and we know what truly makes the difference: the human touch, strong relationships, problem-solving, and resilience when it’s needed most.

Technology evolves, markets shift and challenges come and go – but our values remain at the heart of what we do. That’s why we’ve invested in experience, creating a team that brings extensive knowledge, expertise, the ability to add value and insight to every conversation. Our average recruiter experience is now an enviable 21 years! This ensures our clients and candidates get meaningful guidance and the right fit every time.

We spoke to our MD and Founder, Danielle Asano, about her key highlights from the past 17 years, and her thoughts on the next chapter of Cherry Professional.

1. Looking back over the last 17 years, what are you most proud of?

“Without question, I’m most proud of the reputation we’ve built. Cherry started with big ambitions and today we’re known for consistently delivering quality, sincerity and expertise.   Seeing clients return year after year—and candidates come back as hiring managers themselves—shows that we’ve created something that genuinely lasts. That trust is everything.”

2. Cherry Professional has always put people at the heart of recruitment. How has that shaped your journey as a founder?

“I built Cherry on the belief that recruitment isn’t transactional—it’s deeply human. Every decision we’ve made, from the people we hire to the clients we choose to work with, has been guided by that principle. Our success is rooted in relationships and I think staying true to that philosophy has been our biggest differentiator.”

3. You mention resilience as a core part of Cherry’s identity. Can you share a moment where that resilience really defined the company?

“There have been several, but the economic downturns springs to mind.  When the market tightens, you quickly see what businesses are about and who has long-term strength.   We doubled down on communication, empathy and supporting clients, candidates and our team through uncertainty. Those periods really cemented the loyalty we have today and proved that values matter most when times are tough.”

4. Cherry now boasts an average of 21 years of recruiter experience—a rarity in the market. Why invest so heavily in experience?

“Experience is what turns recruitment from guesswork into insight. When clients come to us, they’re not just looking for CVs—they can do that themselves or via AI tools, they want guidance, market intelligence, solutions and trusted partnerships.  A highly experienced team can spot the right fit quickly, challenge assumptions, think outside the box and help clients make confident decisions.   It is consultative and raises the standard of everything we do.”

5. How do you see technology and human expertise working together in the future of recruitment?

“Technology can make processes more efficient, but it can’t replace heart, instinct, emotional intelligence, or the ability to have a difficult conversation with honesty and empathy.  Our goal is to embrace tech where it genuinely adds value, while keeping the human connection at the heart of the experience.  For us, it’s never about choosing one over the other—it’s about blending both to deliver the best possible experience.”

6. As you look ahead to the new financial year, what excites you the most?

“I’m genuinely excited about raising the bar again. We’ve built such a strong foundation and now we’re focusing on growth areas that will elevate the services we offer our clients and candidates. This year is about deeper partnerships, strategic support and continuing to lead with experience. I feel incredibly optimistic about where we’re heading.”

7. What is your long-term vision for Cherry Professional?

“My vision is simple: to remain the most trusted recruitment partner in our markets. Not the biggest, not the flashiest—just the one people know they can trust and rely on. I want Cherry to continue being a place where experience is valued, careers are built and relationships matter. If we stay true to that, the future will take care of itself.”

Despite the hurdles of last year, we achieved some amazing milestones – and we’re ready to do even more in our 18th year. Demand for talent is rising, new projects are kicking off and we’re excited to help businesses and professionals thrive.

Our promise for the year ahead? To keep doing what we do best: combining deep market expertise with genuine human connection. Relationships are as important today as ever.

Drop us a message if we can help with your hiring planning this year. We look forward to making some new connections this year!