Happiness To Work + P&G

Profiling the Future Generation

A New Challenge for a Mixed Generation

P&G’s recruitment team faced growing challenges in their hiring process. Hiring managers were searching for their elusive “purple squirrel,” leading to a staggering 80%+ rejection rate.

At the same time, generational shifts in job expectations made recruitment even more complex. Today’s candidates have access to global opportunities thanks to remote hiring, resulting in a 50%+ dropout rate after the second week of application.

Adding to the challenge, P&G had standardized its global hiring policy—raising the bar to ensure all candidates were measured by the same criteria, regardless of location. This placed immense pressure on recruiters to find top talent while maintaining efficiency.

The Struggle: Bridging the Expectation Gap

Despite P&G ranking among the top 43% of employers in Top of Mind awareness, students and young professionals were looking for more than just a recognizable brand name.

They craved a sense of belonging and, above all, a purpose-driven career. The “what” mattered more than the “who.”

For them, a job wasn’t just about employment—it was about making a meaningful impact.

The Hands-On Approach: Going Straight to the Source

To close the gap between corporate expectations and student aspirations, we went straight to the heart of the matter—universities.

Our teams engaged students where they were:
✅ Visiting campuses during peak hours to reach diverse talent
✅ Speaking directly with students and faculty
✅ Hosting classroom discussions
✅ Conducting in-depth interviews to understand their true needs

This immersive approach gave us real insights into what young professionals value most in an employer.

The Strategy: Creating Real Engagement

To attract and retain young talent, we focused on four key verticals:

🎤 Knowledge & Curiosity Talks – Covering trending topics like neuromarketing and the metaverse to spark engagement.

🎙 Recruitment Panels – Connecting students with recruiters to learn job search techniques and industry expectations.

🏢 Office Visits – Offering real-time exposure to P&G’s work environment, allowing candidates to experience the culture firsthand.

🌍 Social Impact Events – Partnering with local foundations and charities to align corporate goals with students’ desire for meaningful work. (See our recommended foundations here.)

The Findings: What Young Talent Wants

🔹 Preferred Career Paths: Product, Marketing, and Finance.
🔹 Work-Life Balance: Flexibility, recognition, and career growth matter most.
🔹 Hybrid Work Model: First-time job seekers prefer a mix of remote and in-office work to feel connected while maintaining flexibility.
🔹 Stability & Growth: A fixed salary, continuous learning, and clear development opportunities are key motivators.

The Results: A Win-Win for Everyone

Our strategy delivered tangible results:
🚀 20% increase in applications
🤝 Stronger connections between leadership and young professionals
🌟 A fresh new vision for recruitment at P&G

At Happiness To Work, we believe recruitment isn’t just about filling positions—it’s about building futures. And this case study proves that when companies listen, adapt, and engage meaningfully, they don’t just hire talent—they inspire it.

Happiness To Work + Paperspace

Scaling Customer Success in a Remote-First World

The Challenge: From AI & ML Focus to Diversification

Paperspace, a leading Accelerated Cloud Computing company, has built a strong reputation for providing cutting-edge infrastructure and tools for machine learning and data science. With over 500,000 users globally and a distributed team across North America, Central America, and Europe, the company was ready to take its next big step—scaling and diversifying its Customer Success (CS) team.

When Ben, Paperspace’s CRO, approached us, the mission was clear:
🚀 Expand the Customer Success team
🌍 Transition from an in-office culture to a fully remote CS model
💡 Find leaders who could bring fresh perspectives and structure to the team

For a company with a thriving in-office culture in New York City, shifting to a remote-first approach for CS was a significant challenge. The right talent needed to be highly adaptable, customer-focused, and aligned with Paperspace’s innovative mindset.

The Solution: Finding a Transformational CS Team Lead

We knew that the key to success wasn’t just hiring—it was about finding the right leader to redefine and strengthen the team.

🔍 After an extensive search, we placed a CS Team Lead who brought strategic thinking, fresh structure, and an innovative approach to customer engagement.
🏗 With new leadership in place, the team was restructured to enhance efficiency, improve customer experience, and align with Paperspace’s long-term vision.
🌍 By focusing on candidates experienced in remote collaboration, we ensured a smooth transition from an NYC-centric culture to a high-performing distributed team.

The Results: A Stronger, Scalable CS Team

✔️ Successful transition to a fully remote Customer Success team
✔️ A structured and efficient team with strong leadership
✔️ Enhanced customer engagement and long-term scalability

At Happiness To Work, we don’t just fill roles—we help companies adapt, scale, and thrive. Our collaboration with Paperspace is a testament to how the right talent can transform challenges into opportunities.

Happiness To Work + Brainlabs

Mastering the Art of Marketing Recruitment

The Challenge: A High-Stakes Director Search

Brainlabs, a globally recognized marketing agency, approached us with a complex challenge: finding a Director of Consumer Acquisition.

This was no ordinary search. The ideal candidate needed to come from either Brainlabs’ client portfolio or a direct competitor—a highly specific requirement that made the talent pool exceptionally narrow.

When Melissa, HR Manager at Brainlabs, reached out, we knew this would require:
🎯 A laser-focused recruitment strategy instead of a high-volume approach.
🌍 Extensive industry networking to uncover hidden talent.
💡 Creative solutions to source candidates from an ultra-competitive market.

The Approach: Applying a Marketer’s Mindset to Recruitment

To tackle this challenge, we took inspiration from Brainlabs’ own marketing strategies—leveraging precision targeting over mass outreach.

🔍 Hyper-Specialized Search – We strategically mapped key players in the industry, identifying candidates from direct competitors and existing client networks.
🤝 Deep Industry Networking – Instead of relying solely on traditional channels, we expanded our web through personal connections, referrals, and exclusive communities.
🎨 Creative Outreach – We engaged top talent with a customized, value-driven approach, ensuring candidates saw the unique opportunity Brainlabs presented.

The Results: Breaking Barriers in a Competitive Market

✔️ Hired the Director of Consumer Acquisition, overcoming one of the toughest recruitment challenges we’ve faced.
✔️ Placed +5 Heads of Consumer Acquisition in the U.S. sector, reinforcing Brainlabs’ expansion and leadership in digital marketing.
✔️ Strengthened Brainlabs’ talent pipeline, ensuring future hires can be sourced with greater efficiency.

This project was one of the hardest searches we’ve tackled to date—but also one of the most rewarding. At Happiness To Work, we thrive on challenges that push us to think bigger, move faster, and redefine what’s possible in recruitment.