Why a career in dating could be a match made in heaven

Many people spend more time at work than with their partners, so why are so few of us in love with our careers? A recent poll found that only 17 per cent of UK employees like their jobs, driving many to consider radical career change.

One sector that is benefiting from this is the dating industry. The weeks before Valentine’s Day see a surge in singles joining dating sites — and also an uptick in career changers seeking the perfect job match.

Still relatively small in global terms, the UK dating services market is worth an estimated £370 million, against a worldwide market of £9.8 billion. However, it is growing at 6.2 per cent a year.

The variety of jobs on offer is growing too. As well as traditional matchmaker roles, the dating world offers employment for profile writers, IT and AI experts to code the algorithms that match singles on online dating sites, event planners, client services managers and sales and marketing staff.

For many joining the sector, dating also offers the ultimate purpose-driven role.

Lorraine Adams is the founder of the independent dating comparison site the-datingdirectory.com which has recorded a 250 per cent rise in people joining the sector in the past five years. She explains: “Everyone wants their happy-ever-after, and what a wonderful job it is to help provide that.”

Figures from the Office for National Statistics show that 41 per cent of Britons are single and that the figure is rising year on year. As a result, a fifth of people have used dating apps and services, making it one of the nation’s top growth industries.

What’s more, ancillary service providers, such as dating coaches, personal trainers and beauticians helping people to prepare for dates, and the cost of dates push the total UK market value to a huge £11.7 billion.

However, while the use of dating apps is declining, dropping 14 per cent in 2023, sector growth is being driven by the revival of traditional dating services such as matchmakers and introduction agencies.

Yvette Langton is the founder of YL Introductions. She set up her agency after seeing friends try and fail to find love via dating apps. She said: “Not only can online dating be tirelessly disappointing, it can also be dangerous as people are not always who they say they are. Traditional matchmaking is safer and offers a quality service as matchmakers meet clients in person.”

The Association of British Introduction Agencies says that it has seen a 50 per cent increase in recruitment for traditional dating agencies, as singles seek out high-quality services. With annual fees ranging from £2,500 to more than £50,000 for elite agencies, there are increasing numbers of jobs for matchmakers with qualifications in psychology and counselling,

Alex Mellor-Brook, vice-chairman of the Association of British Introduction Agencies, said: “The search for a life partner has been made harder by the presence of serial daters, affirmation-seekers, digital penpals, scammers, those looking for hook-ups, and individuals involved in extramarital activities. There’s a growing preference for more secure methods to connect with like-minded people seeking serious relationships. This shift has boosted the traditional dating industry.”

While the industry may still be small, with about 200 vacancies at any one time, it’s one attracting increasing numbers of dedicated staff.

Adams concludes: “A good matchmaker can earn £50,000 to £100,000 or more a year while bringing joy to their clients. What’s not to love about that?”

Tips

Set your heart on a dating job? Lorraine Adams, founder of the-datingdirectory.com, is the matchmaking expert who introduced speed-dating to the nation. Here she reveals how to make it as a matchmaker.

• Review your reasons for wanting to work as a matchmaker. Yes the salary can be good but the job is demanding and you’ll be on call for clients around the clock. If it’s simply to make money, there are easier ways.

• Is your skill set a perfect match? To be a top matchmaker you need patience, organisational skills, empathy and a genuine curiosity and love for people plus a confident and strong personality to keep clients on track.

• Remember it is a sales job. As well as selling your services as a matchmaker, you’ll be selling potential matches to your clients. Ensure you are comfortable with both. It’s a job which needs a human touch, not high-pressure sales tactics.

• Work experience with a good matchmaker will help you to understand if the role is right for you. Dealing with different personality types is a skill that most matchmakers spend years honing.

• Create your own USP. It might be niche dating or a new type of event but it will build your industry profile.

Case study: ‘The true reward is watching love stories unfold’

Mairéad Molloy Doyle, 55, is a relationship psychologist and global director for the elite dating service Berkeley International. She lives in Cannes, in the south of France, but travels internationally to match singles around the world.

She said: “Working in the dating industry offers a unique experience as it revolves around a fundamental aspect of human life: relationships. Having a background in psychology or sociology can be beneficial, as studying human behaviour and relationship dynamics helps to understand human nature.

“Running a global dating agency involves navigating cultural intricacies, legal variations, logistical complexities, communication challenges and technological adaptations, all while maintaining a trustworthy reputation and staying abreast of evolving social dynamics.

“The true reward lies in witnessing love stories unfold and contributing to the creation of lasting relationships. It is not just about financial gains; it is about being a catalyst for genuine happiness in people’s lives. Contributing to the wellbeing and happiness of others can be profoundly rewarding.”

Inexplicably expensive

A carrying case for an owl, cat litter and a mileage claim for 132,640 miles — equivalent to driving five times around the world, or 360 miles a day for 365 days — are among the strangest expenses claims logged in the past 12 months. BrightHR, the technology provider, says that cases of fraudulent conduct increased by 38 per cent as employees embellished expenses to boost their income. Alan Price, its chief executive, said: “The business community is a very diverse one, and these mind-boggling expenses certainly show this.”

Human skills

As AI reshapes the world of work, nine in ten business leaders believe that soft skills are becoming more vital. A new study from LinkedIn suggests that the skills needed for jobs are expected to change by at least 65 per cent by 2030, with increased demand for customer service, teamwork, leadership and management. Luke Mckend, senior director of LinkedIn Talent Solutions UK, said: “There’s a growing appreciation that the ‘soft’ skills that only humans can bring are becoming more important than ever.”

Girls on a mission

Almost half of schoolgirls interested in a tech career are driven by a desire to address online harms such as cyberbullying and concerns about privacy. BT Group’s Digital Heirs research found that 73 per cent of girls have experienced hate speech online and three in five have seen content promoting self-harm but that they are using their negative experiences to make the web safer. Victoria Johnson, social impact director at BT Group, said: “Young people are striving to change the online world for the better.”

Find your fulfilment

More than four in ten employees want more fulfilling careers but worry that they’ve left it too late to change. Research from Bupa found that 17 per cent think they will manage to make the leap within the next year, while 12 per cent fear they will never switch careers. Tom Hoosen-Webber, Bupa’s chief people officer, said: “We’re at work for a huge amount of our lives so it’s important to try and do something you enjoy, that rewards you or that you feel fulfilled doing.”

Appointment of the week

The Tiffin School is seeking a chief operating officer to join its senior leadership team. The role, based in Kingston upon Thames, Surrey, is a new post and the successful candidate will play a crucial role in streamlining administrative processes, optimising resources and fostering a culture of operational excellence.

This is a unique opportunity for a dynamic leader with a passion for education and a proven track record in operational management to enhance the overall functionality of our school and enable Tiffin to capitalise on opportunities, ranging from educational and co-curricular experience to increasing income generation.

The successful candidate will have the autonomy to implement innovative solutions, contribute to strategic decision-making and shape the future of the school.

The role of a chief operating officer is pivotal in ensuring the efficient and effective management of non-academic functions.

The closing date for applications is noon on Monday, February 19. All offers of employment are subject to satisfactory references as well as an enhanced DBS and other safeguarding checks. This post is also subject to a Section 128 Management check.

Apply at appointments.thetimes.co.uk