As a recruiter in 2003, I caught the early wave of digital marketing and tested many talent attraction tactics. Some failed, some didn’t, so for years I kept updating and testing strategies while managing hiring campaigns for giants like IBM, Accenture, SAP, and Deloitte.

Yet, repeatedly I saw employer brands play it safe with timid words: innovation, cutting-edge, passion, and stakeholder. They said the “right” words but struggled with their identity—their actions didn’t match their words. And it wasn’t just me that noticed. Their employees said things that shaped a reputation that was different from those idealized brands.

And as data began to inform business decisions, I watched as companies failed to use it in a way that would help them manage their employer brands. Sure, companies were growing, but they were also hiring the wrong people for the jobs—a costly mistake.

Over time, a question took shape:

Could data be used to enhance an employer brand and make it more attractive?

Armed with data, I started helping companies become employers of choice.

Our Core Beliefs

Humans: Being in London, we’re natively international. We’re a team of diverse backgrounds, ages, and expertise—our differences keep us in balance and free from any biases. We’re always listening to each other, and almost everyone is involved in every project.

Better Workplace: It sounds cliche, but we really do believe what we do can help the world. Nobody wants to work in an environment where they are miserable. What we do helps companies and people find the right fit. And if you’re happier at work, you’ll likely have a happier life.

Data: We believe in data’s ability to show the unbiased truth. Sometimes the truth hurts, but it’s essential to making real changes in your company that positively impact the people who work with you.