Birmingham’s social housing sector has received a significant boost with the expansion of Niyaa People. This city-based recruitment agency has grown into one of the UK’s leading suppliers of talent to housing associations. With the backing of Business Growth West Midlands (BGWM), the company is set to double its workforce and deepen its contribution to a sector central to the region’s future.
Founded in 2008, Niyaa People has established a reputation for matching skilled professionals with housing associations nationwide. From engineers and electricians to site managers and directors, the company has already placed more than 5,000 people in roles that keep housing services running. Now, with targeted support from BGWM—a programme run by the West Midlands Combined Authority (WMCA)—Niyaa People has moved into larger offices, recruited six additional staff, and set an ambitious target to grow from 60 employees to 120 over the next three years.
For Dal Shoker, the company’s Chief Executive Officer, this marks a new chapter. “As a growing local company that employs local people, moving to our expanded office is an exciting milestone,” he said. “The grant funding has been instrumental in helping us recruit more people and in supporting our commercial fit-out. Our mission is simple: to change the housing landscape for the better. That means not just filling jobs, but sparking ideas, insights, and conversations that shape the future of housing.”
The Mayor of the West Midlands, Richard Parker, praised the agency’s success and pointed to its role in his ambitious Growth Plan, the blueprint designed to “fire up the regional economy” and create new opportunities for residents. “Our business community is the lifeblood of our economy,” Parker said. “By investing in specialist recruitment agencies like Niyaa People—who have deep knowledge of their sector—we ensure that the right people are matched with the right employers. That’s why the Growth Plan focuses on giving businesses the funding and support they need to expand, create jobs, and drive our economy forward.”
The Growth Plan has identified professional and financial services as one of five high-growth sectors with the potential to power the regional economy in the years ahead. For Parker, housing is a cornerstone. He has pledged to deliver the region’s biggest social housing programme in decades, to move thousands of families out of temporary accommodation. Niyaa People, by supplying housing associations with skilled staff, is helping to make that pledge a reality.
Niyaa People’s reach is already wide. More than 100 housing associations are based in the Midlands, including Midland Heart, Citizen Housing, and Bournville Village Trust, all of which work closely with the agency. Beyond recruitment, Niyaa People has sought to influence the conversation in the sector, launching the People in Housing podcast and hosting roundtables with thought leaders.
The agency’s commitment to social value is reflected in the stories of individuals it has supported. One such case is Baljit Dhariwal, who was unemployed when Midland Heart approached Niyaa People to help fill a neighbourhood ranger role—a hands-on position maintaining communal areas and ensuring neighbourhoods are safe. Luke Fenton, a consultant at Niyaa People, spotted Baljit’s potential despite his lack of direct experience. Within hours, Baljit had an interview scheduled, and soon after, he was working on a three-month contract. That contract became permanent.
“A friend put me in touch with Luke, and within a day I had an interview,” Baljit recalled. “Since joining Midland Heart, I feel like I’ve made a real difference to local communities. I’m so thankful to both Niyaa People and Midland Heart for giving me this opportunity and for supporting me during my transition back into employment.”
His new manager, Kieran Morris, Resourcing Manager at Midland Heart, echoed the sentiment: “Since joining us, Baljit has been a great asset to our housing management team, helping us deliver an excellent service to tenants and ensuring neighbourhoods remain safe and clean.”
For BGWM, stories like Baljit’s highlight why backing local firms matters. Kul Sanghera, BGWM’s Birmingham and Solihull Account Manager, said: “We are delighted to be working with such an innovative and high-growth business as Niyaa People. I meet regularly with Dal to look at further opportunities to support their growth plans. We’re currently helping them embed a new customer relationship management system, alongside additional support through the Business Energy Advice Service grant.”
As Niyaa People expands, its trajectory mirrors the broader ambitions of the West Midlands. BGWM, set up by the WMCA and working with seven local authorities, provides tailored packages to thousands of small and medium-sized enterprises, from funding and digital adoption to energy transition and supply chain development. The Growth Plan sets out a ten-year vision: growth for everyone, jobs for everyone, homes for everyone, and journeys for everyone.
For Niyaa People, the journey ahead is one of scale and influence. As Dal Shoker put it: “We’re proud to be a Birmingham-based business, and we’re proud to contribute to the sector we serve. But more than anything, we’re proud to make a difference to people’s lives.”
