Steve Pokras

So we work like a funnel.

We focus on the talent.

The second piece of it is we think about the marketing pieces.

I want my marketing team writing the job recs.

And so we'll talk a little more about job recs in a second.

But this is your place where you're attracting your talent.

So you should be standing out wherever you're going.

And I challenge all of you to look at your job recs and to see if it's the place that you would want to work by looking at it.

So I have challenged my team that first for the first 20 job recs that we created, I read and edited every single one of them because this is my messaging.

I do it for all of marketing.

Why wouldn't I do it for my top people?

And then I had a mandate that I want three times by the end of every one of them because I want people that are going to be fun to work with.

And I want them to write me a cover letter that entertains the crap out of me so that me reading their cover letters is more interesting because I wrote a better job rec.

Um, and then brand and culture is really the product aspect of this.

And this is what you need to build.

You need to build that brand and culture that attracts your top talent.

This is your product to the outside world.

And this is a really hard thing to do.

Um, I'll take a little pivot for our little.

tangent for a second and say, so much of business school, so much of books and thought leadership is all about those pivotal decisions when you took finance.