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Team photo: Diverse group smiling outdoors

THE RFS STORY

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When I married into the military, I had no idea how profoundly it would reshape my life — and my career. I quickly discovered the hidden prejudices facing military spouses: talented, qualified people overlooked simply because we move frequently or live unconventional lives. It didn’t sit right with me.

 

I’d spent my earlier years working with Olympic event horses — a life that taught me resilience, determination, and how to get back up when you fall — and I knew those same traits existed across the military spouse community. So, in 2009, from my kitchen table in a married quarter, I founded Recruit for Spouses to prove what I already knew: that behind every serving person is a capable, resourceful, and adaptable partner with so much to offer.

Building RFS hasn’t been easy. There have been deployments, house moves, sleepless nights, and plenty of sacrifice along the way. But I’ve always held onto one belief: if something isn’t right, you fix it. When people told me “it’s never going to change,” that only made me more determined to make sure it did. Over the years, we’ve helped thousands of spouses find meaningful work, shaped national HR policy, and shown employers the real value of this extraordinary community. We've changed the landscape for flexible and remote working opportunities, by partnering with progressive world leading brands like Virgin Red, Rolls Royce, BAE Systems and more. 

For me, Recruit for Spouses is more than a business — it’s a movement for change. It’s about restoring confidence, independence, and pride to military families, and challenging the outdated perceptions that hold us back. Every time a spouse finds a job they love, every time a business rethinks what’s possible, it reminds me why I started all this in the first place: to give our community the opportunities it deserves.

Heledd Kendrick 

Founder, RFS

OUR JOURNEY

RFS branding colour background

2009

July 2009

Discovering Strength in Community

As a stay at home Mum with her newborn son in a remote military base, Heledd experiences real isolation but finds support within the local spouse community, realising its strength.

December 2009

Recognising Employment Challenges

Following another relocation, she recognises that employment challenges are widespread across military bases.

2010

January 2010

Early Research & Realisations

Begins researching available support for military spouses and discovers that they need Commanding Officer permission to work from home in military quarters.

Early 2010

The Entrepreneurial Start

Borrows £100 to launch on the angel network, securing first investor Palmer Winstanley, who is currently serving with the Rifles.

2011

June 2011

The Birth of Recruit for Spouses

Registers Recruit for Spouses (RFS) on Companies House as a social enterprise, initially as a job board.

July 2011

Advocacy and Mentorship

Collects signatures from across the UK (by post) to highlight the employment issues faced by military spouses. Receives mentorship from Heropreneurs and launches the Military Spouse Business and Employment Charter Mark to support military spouses in finding employment.

2012

September 2012

A National Platform for Change

Launches the Business and Employment Charter at the House of Commons and presents the petitions to No 10. Appears on Radio 4's Eddie Mair Show, resulting in over 3,000 website hits in 10 minutes, indicating high demand and support from military spouses.

October 2012

National Recognition

Wins the Prime Minister’s Big Society Award under David Cameron, who describes Heledd as inspirational. This recognition leads to significant media coverage and meetings with senior government officials.

2013

december 2013

First Success Story

Successfully places the first military spouse, Emma Cheedy, in a job and receives £50 for the effort. I was delighted with that!

2014

Validation and Support from Deloitte

Gains a place on Deloitte’s Social Pioneer Programme for 2 years, providing significant support and validation.

december 2013

2015-2016

Advocacy Gains Momentum

Continues extensive lobbying and advocacy work, receives LIBOR funding in May 2016 to support RFS.

december 2013

2017

Government and Corporate Partnerships

Meets with Defence Minister Gavin Williamson, who commissions the "Living in Our Shoes" report. Begins partnerships with BAE and AMS, and creates the RFS Career Academy CiC.

december 2013

2018

Innovating for Flexibility

Develops the Liquid Workforce model to provide flexible job opportunities for military
spouses.

december 2013

2019

Growth and Refinement

Continuous growth and refinement of RFS services.

december 2013

2020

Overcoming Pandemic Challenges

Faces challenges due to COVID-19, losing much of the Liquid Workforce and reducing staff to two members. In October, signs a contract with Virgin. By June 2021, AMS Liquid Workforce demand increases by 600%, necessitating team expansion.

december 2013

2021

Strengthening the Workforce

AMS Liquid Workforce continues to grow. Recruit for Spouses strengthens its team and services, adapting to the evolving needs of military spouses and employers. The achievements of RFS highlight the resilience and determination of military spouses and the importance of ongoing support for this community. Additionally, the Coaching and Mentoring Programme saw significant expansion, doubling in size.

december 2013

2022

december 2013

Growing the Virgin Red Genies

2023

Women into Leadership Program Launch

Partnered with the Office of Veterans Affairs to develop the Women into Leadership Programme, empowering women within the veteran and military spouse community to step into leadership roles with confidence and impact.

december 2013

2024

Expanding Opportunities with New Partnerships

Partnership with Study Academy and the Open University to grow the offering to spouses.

december 2013

RFS branding colour background

2009

July 2009

Discovering Strength in Community

As a stay at home Mum with her newborn son in a remote military base, Heledd experiences real isolation but finds support within the local spouse community, realising its strength.

December 2009

Recognising Employment Challenges

Following another relocation, she recognises that employment challenges are widespread across military bases.

2010

January 2010

Early Research & Realisations

Begins researching available support for military spouses and discovers that they need Commanding Officer permission to work from home in military quarters.

Early 2010

The Entrepreneurial Start

Borrows £100 to launch on the angel network, securing first investor Palmer Winstanley, who is currently serving with the Rifles.

2011

June 2011

The Birth of Recruit for Spouses

Registers Recruit for Spouses (RFS) on Companies House as a social enterprise, initially as a job board.

July 2011

Advocacy and Mentorship

Collects signatures from across the UK (by post) to highlight the employment issues faced by military spouses. Receives mentorship from Heropreneurs and launches the Military Spouse Business and Employment Charter Mark to support military spouses in finding employment.

2012

September 2012

A National Platform for Change

Launches the Business and Employment Charter at the House of Commons and presents the petitions to No 10. Appears on Radio 4's Eddie Mair Show, resulting in over 3,000 website hits in 10 minutes, indicating high demand and support from military spouses.

October 2012

National Recognition

Wins the Prime Minister’s Big Society Award under David Cameron, who describes Heledd as inspirational. This recognition leads to significant media coverage and meetings with senior government officials.

2013

december 2013

First Success Story

Successfully places the first military spouse, Emma Cheedy, in a job and receives £50 for the effort. I was delighted with that!

2014

Validation and Support from Deloitte

Gains a place on Deloitte’s Social Pioneer Programme for 2 years, providing significant support and validation.

december 2013

2015-2016

Advocacy Gains Momentum

Continues extensive lobbying and advocacy work, receives LIBOR funding in May 2016 to support RFS.

december 2013

2017

Government and Corporate Partnerships

Meets with Defence Minister Gavin Williamson, who commissions the "Living in Our Shoes" report. Begins partnerships with BAE and AMS, and creates the RFS Career Academy CiC.

december 2013

2018

Innovating for Flexibility

Develops the Liquid Workforce model to provide flexible job opportunities for military
spouses.

december 2013

2019

Growth and Refinement

Continuous growth and refinement of RFS services.

december 2013

2020

Overcoming Pandemic Challenges

Faces challenges due to COVID-19, losing much of the Liquid Workforce and reducing staff to two members. In October, signs a contract with Virgin. By June 2021, AMS Liquid Workforce demand increases by 600%, necessitating team expansion.

december 2013

2021

Strengthening the Workforce

AMS Liquid Workforce continues to grow. Recruit for Spouses strengthens its team and services, adapting to the evolving needs of military spouses and employers. The achievements of RFS highlight the resilience and determination of military spouses and the importance of ongoing support for this community. Additionally, the Coaching and Mentoring Programme saw significant expansion, doubling in size.

december 2013

2022

december 2013

Growing the Virgin Red Genies

2023

Women into Leadership Program Launch

Partnered with the Office of Veterans Affairs to develop the Women into Leadership Programme, empowering women within the veteran and military spouse community to step into leadership roles with confidence and impact.

december 2013

2024

Expanding Opportunities with New Partnerships

Partnership with Study Academy and the Open University to grow the offering to spouses.

december 2013

AWARDS

Women in Defence winner, Heledd is a Fellowship of the RSA and is one of the UK’s Timewise top power 50 in bringing forward flexible working for military spouses. She has been named as one of the top 100 Women in Social Enterprise by NatWest Wise and is a member of the Society of Leadership Fellows.

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