folder Filed in Interviews
Names with stories: The story behind
By Kristina Mišić access_time 6 min read
Miles Jennings, Founder and COO of™ is a hiring platform for the world’s largest network of recruiters. Designed to accelerate recruiting and hiring success through technology adoption, the company was voted “Top Tech Company to Watch” by the CT Tech Council, cited as one of the “Top 35 Most Influential Career Sites” by Forbes, and listed by Inc. as one of the “9 Best Websites for Finding Top Talent.” Miles Jennings, Founder, and COO of, on why is a defining brand for an entire profession.

What is the story behind Recruiter? is a hiring platform with the world’s largest network of recruiters. We empower businesses to recruit specialized talent faster with virtual teams of recruiters and AI job-matching technology. The company was co-founded in 2015 by Ashley Saddul and me. I was involved in online recruiting platforms and building social media communities for recruiters. Ashley is a software engineer and technology manager, so it was the perfect classic pairing of one tech and one industry person. We bootstrapped from our bedrooms and grew the company into what we are today, a publicly-traded technology company of about 50 people, working with leading global organizations and helping people find jobs.

When did you start thinking about your brand name, and how did you settle on Recruiter? How did you get the domain name for your brand?

I feel incredibly privileged to have the opportunity to build a platform named for an entire profession because of my co-founder, Ashley. He was smart enough to acquire the domain name very early when he saw the trends toward online business and e-commerce. has to be much more than a brand name; it has to represent an entire community and be a voice for the hundreds of thousands of people in the profession. Really – it’s something that I think about a lot because I care a lot about the career of recruiters and started out in the job myself. The extent to which we unite the recruiting career under a common platform and benefit and impact the recruiting career will be how I judge the outcome of our business.

How has owning affected your business? is a powerful brand, and we consider our name recognition and high web traffic to be a powerful differentiator and asset for our business. We have top search placement and generate thousands of leads and referrals every month. So it’s hard to estimate the value of a brand, but it benefits us in so many ways every day. Most importantly, having this brand stretches our imagination and aspirations for the company. We’re a big name, but we have a much bigger purpose – to connect people and open opportunities for them.

Who is your target customer?

Employers come to us to leverage the world’s largest, most agile network of over 26,000 small and independent recruiters to recruit professional talent faster. We work with employers of many sizes across the USA, from 50 person startups to some key Fortune 50 companies. Our recruiting solutions are best for employers looking to access specialized talent, either at a scale that requires extra recruiting support or niche roles that demand extra attention.

Has the pandemic affected your company in any way? What has changed since?

Our team at feels a special calling during this crisis to help people get back to work and connect people with opportunities. The effect of COVID-19 on the job market is one of the most covered aspects of the pandemic. So in a way, we’re at the epicenter of this economy, as it reopens, and the great re-hiring begins in force. We have an incredible opportunity to make a real impact, as millions of people need to be hired and re-hired. We’re inspired more than ever to help people connect and find meaningful work. The next year will be transformational for, as we build out our platform to meet the challenge of the opportunity ahead.

What would your advice be to entrepreneurs who are just starting out, in general, and when it comes to branding and naming?

I would say to take some real time to think about our brand before you start. I don’t mean to work with a branding consultant and get charged a fortune to develop a message and campaign. Instead, I mean to really think about what matters to you personally and what mission will inspire you long-term. Entrepreneurship is a long journey, a marathon and not a sprint, as they say. You need to be able to stay motivated over the long term to grind away and work hard. What brand will inspire you to connect with a cause? My advice would be to settle on a brand that is uniquely yours – something that represents not just a company, but a mission that you personally care about.

Where do you see your business in the future, and how does your brand name fit into that vision? is a defining brand for an entire profession, representing an overall industry of over $150 billion. It’s why privately funded companies in the recruiting technology space have achieved “unicorn” status, so’s full potential is becoming a billion- or multibillion-dollar brand. Recruiting is traditionally a very service-heavy business, with large traditional recruiting and staffing firms dominating the market through the sheer size of their physical sales footprint. We aim to do something very different to achieve scale which is why we have been at it for over 5 years. We are building a community first and enabling that community to recruit with tools such as AI-based matching and video technology. In terms of our name, I would say the brand fits our mission to bring together an entire profession into a platform. It’s an exciting time for the company, and thanks for letting us share the story.

We hope the above information will help you in making informed decisions about your brand. What can we do to help you build a great brand? Get in touch, we are always happy to chat.

Find out more about Recruiter.