In the world of recruitment, carving out a niche can be a game-changer. For Josh Foulkes, Founder of Sonder & Metric, that niche is the real asset space—helping businesses in energy and infrastructure secure top leadership talent. But his journey to building a business from scratch wasn’t a straight line; it was a story of taking risks, backing himself, and embracing challenges head-on.
Finding His Way into a Specialised Field
Josh didn’t always have a clear-cut vision for his career. Like many graduates, he left university without a firm idea of what to do next. He landed on a grad scheme with Adecco, one of the world’s largest recruitment firms, working within their engineering division.
“That was my first taste of recruitment,” Josh recalls. “Over time, I became fascinated with energy and infrastructure, particularly sustainable infrastructure. With the push towards net-zero by 2030, I saw an opportunity to contribute to something meaningful while also recognising the significant investment going into the sector.”
Recognising that talent is the linchpin of success in any business, he saw a way to add real value. Over the next few years, he honed his expertise, working with different recruitment firms, including a highly specialised six-person agency where he truly found his footing. It was there that the idea for Sonder & Metric started to take shape.
Taking the Leap
While he could have continued to build within someone else’s company, Josh made a bold decision—why not do it himself? That leap came at a precarious time: November 2020, right in the thick of the pandemic.
“No one was making money anyway,” he says with a laugh. “I figured I could either not make money while working for someone else or not make money working for myself. I chose the latter.”
It was a gutsy move, but one that paid off. With a clear vision and a willingness to navigate the inevitable challenges of entrepreneurship, Josh set about building Sonder & Metric from the ground up.
Overcoming Challenges and Playing to Strengths
Like any founder, Josh quickly realised that running a business meant wearing multiple hats—some that fit well, others not so much.
“The biggest learning curve was figuring out what I should be doing and what I definitely shouldn’t be doing,” he admits. “At first, I held everything tightly, but I soon realised that finances and accounts weren’t my strong suit. Finding a good accountant and outsourcing where necessary was a game-changer.”
His focus became clear: spend time on the things that truly move the business forward, such as winning work and delivering high-value recruitment solutions, rather than getting lost in the admin.
Proud Moments and Building a Legacy
For Josh, the real wins come from seeing the tangible impact his business has on clients.
“Every new client win is exciting,” he says. “Helping businesses find the right leaders who genuinely move the needle—it’s incredibly rewarding. Seeing it take shape has been amazing.”
“We’ve built something from an idea into a real company with a growing team”
Sonder & Metric has grown steadily, with a close-knit team of four, alongside trusted partners. The focus now is on scaling sustainably and consolidating a strong 2024 into even greater success in the coming years.
Looking Ahead: Growth and Storytelling
The next chapter for Sonder & Metric is all about expansion—working with more clients and making sure their story reaches the right people.
“We’ve proven our capability across different areas, and now we need to get better at telling that story,” Josh explains. “It’s one thing to do great work, but you also need to market yourself well. That’s something I’m challenging myself to improve on.”
Lessons, Advice, and Community
Josh has embraced the power of learning from others and believes in the value of cross-industry collaboration.
“You can always learn from people who are in the trenches, growing their businesses,” he says. “Strategies, new tech—what works in one industry can often be adapted to another.”
His biggest piece of advice? Get comfortable with discomfort.
“If something makes you nervous, it’s probably worth doing”
“I used to overthink things, trying to anticipate every possible outcome. But the reality is, you just have to back yourself, take the leap, and learn as you go.”
Outside of Work
When he’s not leading the charge at Sonder & Metric, Josh’s time is dedicated to family—he’s got three young boys under six, which keeps him plenty busy. He also plays guitar at his local church and enjoys a round of golf (by his own admission, to an ‘average’ standard).
Connect with Josh
For those looking to connect, Josh is active on LinkedIn (even if he has a love-hate relationship with it). He’s always open for a conversation, whether about recruitment, business, or just sharing insights over a coffee.
