Why We Named Our Company Substance
At Substance, we refuse to treat diversity and inclusion like a corporate buzzword or a PR checkbox. For us, it’s about something much deeper—real human connection and understanding. Diversity isn’t just about saying you value different voices, it’s about embracing them, in all their real, messy, sometimes uncomfortable glory. That means accepting that people will look different, sound different, think differently, and still deserve to be heard and valued.
Too often, companies approach diversity as if it’s about filling quotas or simply tolerating differences. But for us, it’s about recognizing that differences in background, race, language, and experiences are what actually make teams stronger and more innovative. If you’re only hiring people who fit the same mold, you’re not growing—you’re stagnating.
Let’s get real about what inclusion means.
It’s not just about having a variety of faces on a company webpage; it’s about creating spaces where people can show up as their whole selves, without feeling the need to conform. At Substance, we expect people to come with their own unique accents, perspectives, and ways of working. We know that diversity of thought only thrives when people feel safe to bring their authentic selves to the table.
We also believe that humanity comes before religion, race, or gender. Too often, the lines between personal belief systems and professional respect get blurred, and that’s where we draw a clear boundary. Substance is built on the foundation that every human deserves dignity and respect, no matter what they believe in. You don’t have to agree with someone’s worldview to acknowledge their worth as a person. What matters to us is how we treat each other—with fairness, respect, and a commitment to creating a work environment where everyone feels like they truly belong.
At Substance, we’re not perfect, but we’re committed to doing the work it takes to get diversity and inclusion right. It’s not always easy, and it’s not always comfortable, but it’s real. And in a world where too many people feel like they have to fit into a box to belong, we want to be the place where they don’t. Diversity is about much more than appearances or PR—it’s about substance. That’s why we’re committed to building teams that reflect the world we live in, with all its complexities and differences. And we’re not doing it for appearances. We’re doing it because it makes us stronger, and it makes us better.
Deema’s firsthand experience at LinkedIn shaped much of what Substance stands for today.
While at LinkedIn, she saw how corporate HR often prioritized protecting the business over the well-being of employees. In many cases, employee relations were less about safeguarding individuals who were bullied or mistreated, and more about shielding the company from liability. This stark realization led her to leave, unwilling to accept a system that valued reputation over humanity.
Deema’s decision to walk away wasn’t easy, but it drives Substance’s mission today. We refuse to adopt the ‘protect-the-company-at-all-costs’ mentality. Instead, we are building an environment where employees, candidates, and clients are treated with the respect and fairness they deserve. Here, inclusion means creating spaces where everyone feels safe, valued, and heard, no matter who they are or what they’ve been through.
We don’t believe in brushing difficult situations under the rug or prioritizing business over humanity.
Our aim is to build a better way forward, where both businesses and employees thrive—not at each other’s expense, but through mutual respect and support. That’s what real substance looks like.
Sometimes the best ideas come from simple conversations. The name *Substance* wasn’t brainstormed in a boardroom or chosen by a branding agency—it came from a real, unfiltered chat with my partner. We were talking about the quality of recruiters across different countries, and he made a point that really struck me: in some places, recruiters are often not respected. There’s a societal and cultural aspect to it—people look down on the profession, largely because of how many recruiters approach their jobs. The way they communicate, the questions they ask, and their overall style can be very different from recruiters in places like the UK, Singapore, or the US, where the industry is seen as a haven for recruitment talent (even though not all recruiters there are great either).
As we kept talking, he was searching for the right word to describe the gap in quality he had observed, and I blurted out, “Substance.” He stopped and said, “Yes, that’s exactly it.” It wasn’t just about technical skills or fancy talk—it was about depth. So many recruiters, especially in certain markets, lack *substance*. They’re all talk and no action, and that’s where the respect gets lost.
The Substance Behind Our Name
That’s how the name of our company was born. *Substance* isn’t just a word—it’s a promise. It’s a reflection of my own work ethic, honed over 15 years of leading both agency and in-house recruitment teams. There’s a reason I’ve built a proven track record, and it’s because I know what it means to deliver real value. It’s never been about making empty promises or over-promising something we can’t do. If we say we’re on it, we mean it. And if we can’t do it, we’ll be upfront about it.
Recruitment is full of professionals who give the industry a bad name by focusing on quick wins instead of building genuine relationships. Too often, recruiters tell clients or candidates what they want to hear, without having the depth to back it up. That’s not us.
At Substance, we’re committed to transparency, honesty, and meaningful work. We don’t pretend to have all the answers, but when we do, you can trust we’ll follow through. And when we don’t, we’ll tell you straight. Our goal is to redefine recruitment by showing that there’s more to this industry than just filling seats—it’s about delivering substance.
Whether you’re a client looking to fill a key role or a candidate searching for the right opportunity, you deserve a recruitment partner who goes beyond surface-level promises. You deserve a partner with *substance*. That’s why we launched Substance, and that’s what we’ll always stand for.
