Leading Successful Reverse Marketing Initiatives - FREE WEBINAR

Reverse marketing is essential in Employment Services, but most reverse marketing initiatives fail long before consultants ever pick up the phone.

And the real reason why? Because the leadership approach to change wasn’t set up for success.

Often, reverse marketing is rolled out as a directive: “do more employer calls”, “increase engagement”, “hit your RM targets.” Naturally, teams push back. They feel overwhelmed, unprepared, or disconnected from the purpose. Leaders feel frustrated. Activity becomes inconsistent. And the initiative never embeds.

Other times, providers invest thousands of dollars in reverse marketing training programs that still fail to stick. The sessions might be outstanding, full of scripts, techniques, and enthusiasm, but without the right leadership conditions in place before and after, the learning evaporates.

The result? Wasted money, wasted time, wasted resources, and teams who revert to old habits within weeks. This 60‑minute session, drawn from The Reverse Marketing Performance System™, is designed to help leaders change that.

What we’ll cover

• An overview of The Reverse Marketing Performance System™ A high‑level introduction to the leadership and capability framework that helps providers embed sustainable, high‑performing reverse marketing cultures.

  
  

• Why reverse marketing initiatives fail to take hold: The real, often invisible reasons RM efforts collapse, and why it’s rarely about motivation or even training provided.

  
  

• How resistance to reverse marketing is created (and how to avoid it) The psychological, cultural, and operational triggers that cause pushback.

  
  

• The leadership behaviours that make or break RM initiatives: What leaders unintentionally do that derails change. and what high‑performing leaders do instead.

  
  

• How to bring your team on the journey: How to communicate, consult, and lead in a way that builds ownership rather than fear or compliance.

  
  

• How to set up reverse marketing for long‑term success: The leadership conditions required for RM to become embedded, consistent, and part of team identity.
  

This session is designed specifically for Employment Services leaders, managers, and CEOs responsible for driving employer engagement and reverse marketing performance.

Why this matters

Reverse marketing isn’t a task, it’s a change initiative. And change succeeds or fails based on leadership. When leaders create the right environment, reverse marketing becomes easier, more consistent, and far more effective for consultants, employers, and participants.

After 13 years working inside and consulting for Employment Services providers, Rana Kordahi has seen the same pattern play out over and over again: reverse marketing initiatives don’t fail because teams lack motivation or skills. They fail because the leadership conditions for success were never established in the first place.

Rana has also seen the opposite, teams who completely transform their confidence, consistency, and employer engagement once leaders shift how they communicate, support, and embed the work. When leaders set the right foundations, reverse marketing stops feeling like a struggle and starts becoming a natural, sustainable part of how teams operate.

That’s why this conversation matters. And it’s why getting leadership right is the difference between an initiative that collapses… and one that truly sticks.

About Rana Kordahi

Rana Kordahi is the founder of Employment Services Training and The Selling Academy, and one of Australia’s leading specialists in sales, communication, influence, and behavioural change.

For the past eight years, she has developed and delivered The Reverse Marketing Performance System™ - a six‑month leadership and capability transformation program that has helped hundreds of Employment Services leaders build structure, strengthen processes, create buy‑in, and embed consistent reverse marketing performance across their teams.

Rana is recognised for reshaping how organisations approach reverse marketing, supporting consultants, leaders, and CEOs to shift from case management to proactive employer engagement that drives stronger outcomes and deeper employer relationships.

She has delivered training and coaching across the sector and beyond, from consultants to partners at KPMG, PwC, and teams at Westpac, specialising in sales, leadership, and communication psychology.

Rana is also recognised as one of the Top 15 Sales Coaches in Australia by ABJ and is a TEDx speaker on sales, influence, and human behaviour.