What Strategy Becomes

In this episode of The Lucent Perspective, we’re joined by Mark Herschberg, a technology leader, author, and MIT instructor. With over 20 years of experience in AI, cybersecurity, and innovation, Mark shares strategies for building essential leadership skills. As creator of the Brain Bump app and a fractional CTO, he explores integrating AI, fostering adaptability, and building resilient tech teams. From AI integration challenges to the human side of hiring, this episode offers insights for future-proofing careers and organizations.

Key Topics Covered:

• The misconception that AI integration is “plug and play” and how to approach it systematically
• Strategies for fostering a culture of learning and adaptability within tech teams
• Why foundational skills like networking and negotiation are critical for leadership growth
• The evolving role of data literacy and its importance across all levels of an organization
• How AI is transforming hiring processes and where it falls short

Episode Highlights:

• [00:57] Introduction to Mark Herschberg, his career, and his work with Brain Bump and as a fractional CTO.
• [03:03] Steps for rolling out AI initiatives responsibly, including pilot programs and AI councils.
• [06:32] Why identifying the right problems to solve is as important as solving them effectively.
• [12:00] Foundational skills every professional needs, and why they matter for leadership at any level.
• [15:51] Mark’s take on why hiring is a skill that requires ongoing training and thoughtful processes.
• [20:27] How to create a career plan to reach the C-suite, including identifying skills gaps and using your network.
• [25:18] The benefits of peer-learning programs for building team skills and collaboration.
• [31:11] Mark’s perspective on how AI will reshape the workforce and the skills needed to adapt.
• [39:06] Where AI adds value in hiring processes, and why human involvement remains irreplaceable.

About Mark Herschberg:
Mark Herschberg is a technology leader, author, and educator with over two decades of experience in AI, cybersecurity, and team-building. He authored The Career Toolkit: Essential Skills for Success That No One Taught You and created the Brain Bump app for on-demand professional tips.

Mark on Linkedin: https://www.linkedin.com/in/hershey/

Resources Mentioned:

• The Career Toolkit: Essential Skills for Success That No One Taught You
• Brain Bump app: brainbumpapp.com
• Mark’s resource library: thecareertoolkitbook.com
• Podcasting and media resources: cognoscomedia.com

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development. 

In this episode of The Lucent Perspective, we’re joined by Ron Green, co-founder and CTO of KUNGFU.AI. With over 20 years of experience in AI and a career dedicated to practical applications of machine learning, Ron shares his perspective on what it takes to build and lead high-performing AI teams. From hiring production-grade AI engineers to the importance of ongoing skill development, Ron provides a comprehensive guide for companies looking to harness AI effectively. Known for his work in creating custom AI solutions, Ron brings a unique approach to AI talent, emphasizing domain-specific applications and the critical role of culture in team dynamics.

Key Topics Covered:

• The essential skills for AI engineers in production environments
• The importance of cultural fit and humility within AI teams
• Why businesses should prioritize domain-specific AI over generative AI
• Effective strategies for assessing AI talent beyond technical skills
• Future AI trends and their implications for business and talent demand

Episode Highlights:

• [00:57] – Introduction to Ron Green, his background, and his work at KUNGFU.AI where he focuses on building custom AI solutions across industries.
• [02:58] – The critical components of production-grade AI, emphasizing the need for software skills in addition to AI expertise.
• [04:38] – Challenges in transitioning proof-of-concept projects to production, and why generative AI isn’t always the best fit for companies new to AI.
• [09:45] – Ron’s approach to hiring, highlighting the importance of humility, cultural fit, and adaptability in AI roles.
• [22:25] – Discussion of KUNGFU.AI's “Lab Day,” an initiative allowing engineers to dedicate time to staying current with AI advancements.
• [30:09] – Ron’s insights on domain-specific AI applications, particularly for companies beginning their AI journey.
• [38:10] – Future AI trends, including advancements in predictive capabilities, and how these trends will shape business strategy.

About Ron Green:

Ron Green is the co-founder and CTO of KUNGFU.AI, where he leads a team of engineers focused on developing tailored AI solutions for clients across a range of industries. With a strong emphasis on practical, production-ready AI, Ron’s approach prioritizes building reliable, scalable AI models that meet specific business objectives. In addition to his role at KUNGFU.AI, Ron hosts Hidden Layers, a podcast exploring current developments in AI and offering insights for both technical and business audiences.

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development. 

In this episode of The Lucent Perspective, we are joined by Olga Topchaya, the founder and CEO of Lapis AI Consults. Olga shares her expertise in aligning artificial intelligence with strategic business goals, drawing from over a decade in marketing and product development. As a seasoned professional in AI integration, Olga provides practical advice on assessing company readiness for AI, strategies for successful AI implementation, and the importance of custom solutions versus off-the-shelf AI options. Her insights cover the full spectrum of AI adoption, from planning and training to scaling and overcoming barriers.

Key Topics Covered:

• How to assess AI readiness in a company
• Key steps and fundamentals for successful AI implementation
• Misconceptions about AI in business
• Importance of aligning AI with strategic business goals
• Challenges and opportunities for women in AI

Episode Highlights:

• [00:56] – Introduction to Olga Topchaya, her background, and the goals of Lapis AI Consults.
• [01:48] – Identifying the markers of an AI-ready business, including executive support, internal champions, and risk tolerance.
• [03:33] – Misconceptions about AI implementation, especially for mid-market companies and the role of data.
• [05:51] – Steps to executing AI strategies, including goal setting, defining technical requirements, and gradual rollout.
• [09:25] – Common challenges in scaling AI, such as cross-departmental buy-in and legacy system integration.
• [19:18] – The role of AI in enhancing internal collaboration and cross-functional workflows.
• [27:23] – Discussion on the gender gap in AI, Olga’s career transition from marketing, and advice for women entering the field.
• [39:08] – Guidance for professionals moving into AI from non-technical backgrounds.
• [42:07] – Advice for CEOs on future-proofing their companies with AI, including starting small and embracing iterative improvement.

About Olga Topchaya:
Olga Topchaya is the founder and CEO of Lapis AI Consults, where she leads the development of tailored AI solutions that align with client goals. With a unique blend of experience in marketing and product development, Olga transitioned into the AI sector to help businesses leverage AI effectively and strategically. Her work at Lapis AI Consults emphasizes practical and custom approaches to AI integration, particularly for companies looking to enhance productivity and customer engagement.

Call to Action:
Connect with Olga on LinkedIn: Olga Topchaya on LinkedIn
Learn more about Lapis AI Consults at lapisconsults.com.

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development. 

David Meikle, founder of Bloxweaver and a veteran in language technology, shares his insights on AI-driven content management and multilingual strategies. With extensive experience in open-source software and as a former CTO, David offers valuable perspectives on content management, AI customization, and preparing companies for exits.

Key topics covered:

• Challenges in multilingual content management
• AI applications in language technology
• The concept of "content fabric" for global businesses
• Customizing AI for enterprise success
• Benefits of open-source contributions to career development
• Preparing companies for exits from a CTO's perspective

Episode Highlights: 
[00:55] David's background in language technology and open-source software 
[02:11] Current challenges in multilingual content management for global businesses 
[05:58] How AI is addressing multilingual content challenges 
[08:36] The concept of "content fabric" and its importance for global businesses 
[11:45] Limitations of off-the-shelf large language models and the need for customization 
[20:45] Future developments in AI for language technology 
[25:57] David's experience with the Apache Software Foundation and its career impact 
[32:19] Balancing open-source work with professional responsibilities 
[34:55] Key factors for CTOs to consider when preparing a company for exit 
[38:01] How exit experience shaped David's approach to building Bloxweaver 
[39:53] Advice on considering exits from the outset of building a business 
[41:51] How to get involved with the Apache Software Foundation and open-source projects

About David Meikle 
David Meikle is the founder of Bloxweaver, a company specializing in AI-driven content management and localization. With over 15 years of experience as a member of the Apache Software Foundation and a background as a CTO at companies like Lingo 24, David has been instrumental in advancing language technology and open-source software.

• Connect with David on LinkedIn
• Learn more about Bloxweaver at www.bloxweaver.com

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development. 

Jamie Graves, a technology leader and entrepreneur with over 15 years of experience, shares his journey from founding ZoneFox to his current role as an advisor and consultant in the tech industry. With a strong background in cybersecurity and AI, Jamie offers valuable insights on product management, leadership, and the evolving landscape of technology.

Key topics covered:

• The evolution of AI in B2B environments
• Product management challenges and best practices
• Lessons learned from founding and selling a tech startup
• Transitioning to advisory and board roles
• The impact of AI on cybersecurity

Episode Highlights: 
[00:58] Jamie's background and recent experiences in various tech sectors 
[03:21] Key lessons learned from developing ZoneFox 
[05:47] The importance of documentation and preparation when selling a company 
[08:47] Strategies for achieving product-market fit 
[12:24] The role of AI in augmenting human capabilities in cybersecurity 
[16:46] Challenges in translating technical capabilities into business value 
[21:41] The evolution of product management roles as companies scale 
[25:54] Exciting applications of AI in cybersecurity
[32:18] Advice for CEOs and leaders preparing for company exits 
[37:12] Transitioning to advisory and non-executive roles 
[41:37] Leveraging board expertise and improving communication
[48:09] The potential impact of AI on board roles and decision-making 
[54:53] Tips for managing a portfolio career and staying current in tech

About Jamie Graves 
Jamie Graves is a technology leader and entrepreneur with over 15 years of experience bringing cutting-edge products to market. He founded ZoneFox, an award-winning AI product and cybersecurity company that was acquired by Fortinet in 2018. Jamie has extensive experience in all stages of starting, building, growing, and selling technology businesses.

• Connect with Jamie on LinkedIn

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development. 

Gavin Cowie, an experienced VP of Engineering and CTO, shares his insights on successfully onboarding senior tech leaders, scaling engineering teams, and navigating cultural differences between US and UK tech scenes. With extensive experience in AI, data science, and cybersecurity companies, Gavin offers valuable perspectives for tech leaders facing the challenges of rapid growth and changing work environments. 

Key topics covered: 

• Comprehensive onboarding strategies for senior tech leaders 
• Evolution of engineering leadership as companies scale 
• Cultural differences between US and UK tech scenes 
• Challenges and opportunities in post-pandemic work environments 
• The impact of AI and emerging technologies on the future of work 

Episode Highlights: 

[00:56] Introduction to Gavin Cowie's background and expertise  

[02:26] The evolution of engineering leadership from seed stage to Series C and beyond  

[05:06] The importance of "giving away your Legos" as companies scale  

[10:28] Crucial elements of onboarding for senior tech leaders  

[14:51] The value of understanding a company's history of change  

[22:00] Strategies for building key relationships when starting a new role  

[25:31] Cultural integration and alignment as an overlooked aspect of onboarding  

[32:34] Tips for onboarding engineers effectively  

[37:12] Navigating cultural differences between US and UK tech scenes  

[42:55] Top challenges for tech leaders in post-pandemic work environments  

[46:16] The impact of AI and emerging technologies on the future of work 

About Gavin Cowie  
Gavin Cowie is a highly experienced VP of Engineering and CTO who has worked in AI and data science companies including Alluvium (acquired by Augury), Rent the Runway, and Siacom. With a career spanning both the US and UK tech scenes, Gavin brings unique insights into scaling engineering teams and navigating cultural differences in global tech environments. 

• Connect with Gavin on LinkedIn 

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development. 

Keith McFarlane, CTO of Globality, shares his expertise on leveraging AI in procurement, scaling AI-driven platforms, and maintaining strong company culture in a hybrid work environment. With extensive experience in building and operating the world's first AI-driven autonomous sourcing platform, Keith offers valuable insights for tech leaders navigating the rapidly evolving AI landscape.

Key topics covered:
- The evolution of AI in procurement and its impact on efficiency
- Technical challenges and solutions in scaling AI-driven platforms
- Strategies for maintaining company culture in hybrid work environments
- The importance of governance and learning in AI implementation
- Future trends in AI and procurement

Episode Highlights:
[00:41] The crucial role of talent in applying AI effectively
[02:23] The evolution of technology and its impact on procurement
[05:32] Globality's approach to AI implementation since its founding
[07:56] The value of having a robust data science team
[13:19] Balancing AI implementation with practical business value
[14:51] Key AI technologies and tools used by Globality
[18:49] Technical challenges in scaling an AI-driven platform
[22:07] The importance of security and reliability in high-value transactions
[23:56] The growing importance of governance in AI implementation
[28:50] Evaluating and integrating new AI tools into workflows
[32:38] Maintaining company culture across multiple locations and time zones
[39:33] The impact of AI on procurement efficiency and CFO decision-making
[41:47] Advice for tech leaders in scaling AI businesses

About Keith McFarlane
Keith McFarlane is the CTO of Globality, responsible for building and operating the world's first AI-driven autonomous sourcing platform. With extensive experience in the tech industry, Keith leads Globality's efforts in leveraging AI to revolutionize procurement processes and drive efficiency for businesses worldwide.

- Connect with Keith on LinkedIn
- Globality's website: [globality.com](https://www.globality.com)

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development. 

Daniel Codd, seasoned sales leader, shares insights on AI innovations in sales, strategies for expanding into new markets, maximizing growth from existing customers, and building effective sales teams. With extensive experience in AI and SaaS sales, Daniel offers valuable advice for founders and sales leaders navigating the rapidly evolving tech landscape.

Key topics covered:

• Promising AI innovations in sales and marketing
• Strategies for expanding into new markets (UK vs. US)
• Maximizing growth from existing customers
• Building and structuring effective sales teams
• Assessing product-market fit from a sales perspective
• Converting free users to paid customers
• Key metrics for sustainable growth

Episode Highlights: 
[00:41] The importance of intent data in targeting the right prospects 
[03:48] Focusing on quality leads rather than quantity for founders 
[07:56] The value of having a robust sales process before implementing AI tools 
[12:56] Differences in expanding to the UK versus the US market 
[16:31] The role of partner networks in successful expansion
[20:35] Avoiding common pitfalls when promoting AEs to sales leadership roles 
[25:15] Key qualities CEOs should look for in senior sales leaders 
[28:24] The importance of cultural fit and managing change in sales leadership 
[36:45] Strategies for maximizing growth from existing customers 
[42:34] Challenges in selling high-ticket AI solutions 
[47:55] The importance of asking questions and preparation in sales meetings 
[54:28] Tips for effective sales pitches and establishing rapport quickly 
[55:14] Advice for sales leaders looking to expand their sales presence

About Daniel Codd 
Daniel Codd is a seasoned sales leader with extensive experience in AI and SaaS sales. He has a proven track record of managing and delivering multimillion-pound deals and high-performing teams for tech startups and established companies. Daniel has served as the global head of sales at Hedgehog Lab and the head of global sales at TopCoder.

• Connect with Daniel on LinkedIn 

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development. 

Jothy Rosenberg, a serial entrepreneur with nine startups and multiple successful exits, shares his valuable insights on startup leadership, fundraising, and building resilient teams. With over 35 years of experience in the tech industry, Jothy offers extensive knowledge for aspiring entrepreneurs and seasoned business leaders. 

Key topics covered: 

- Critical factors for building and scaling a successful startup 

- Strategies for effective fundraising at different startup stages 

- The role of resilience and optimism in entrepreneurship 

- Building strong founding teams and fostering great company culture 

- Common pitfalls to avoid when dealing with investors and co-founders 

Episode Highlights: 

[02:46] Finding a great market for your startup 

[05:53] Jothy's experience with pivoting and his SSL certificate company's success 

[10:23] Challenges of raising money at different startup stages 

[15:09] Approaches to fundraising for seed rounds and Series A 

[20:01] The crucial role of communication in building strong company culture 

[25:06] Key traits of successful entrepreneurs: optimism and resilience 

[30:54] Choosing co-founders and building complementary founding teams 

[38:26] Jothy's experience raising a bridge round from 83 individual angel investors 

[48:10] Maintaining professional boundaries with investors 

About Jothy Rosenberg 

Jothy Rosenberg is a serial entrepreneur who has founded and led nine startups over 35 years, with several successful exits including two for over $100 million. He holds a PhD in Mathematics from UC Berkeley and an executive MBA from Stanford. Jothy is also the author of multiple books, including his upcoming "Tech Startup Toolkit: How to Launch Strong and Exit Big." In addition to his entrepreneurial pursuits, Jothy is the founder of the "Who Says I Can't" foundation, which helps kids with disabilities get involved in sports. 

 - Jothy on LinkedIn

- Jothy's website: [jothyrosenberg.com](https://jothyrosenberg.com) 

- Email: [email protected] 

- "Who Says I Can't" foundation: [whosaysicant.org](https://whosaysicant.org) 

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development. 

Artificial intelligence is rapidly transforming businesses across industries, but successfully implementing AI requires careful planning and execution. In this episode, I'm joined by Oliver King-Smith, Founder of smartR.ai and a trailblazing inventor and entrepreneur revolutionizing AI applications. With over 25 years of experience developing cutting-edge tech to address real-world challenges, Oliver shares his expert insights on how companies can effectively adopt AI. 

You will hear key insights on: 

- Common misconceptions about AI among C-suite executives 

- Best practices for implementing AI securely and ethically  

- Potential risks of relying on big tech companies for AI services 

- How to prepare your workforce for the shifts brought by AI adoption 

- Emerging roles and skills that will be valuable in the AI industry 

- Key factors to consider when evaluating AI solutions 

Episode Highlights 

[02:46] Common misconceptions about AI vs. algorithms among executives 

[05:53] Best practices for implementing AI securely and protecting data 

[10:23] Potential risks of relying on big tech companies for AI services  

[15:09] How to prepare your existing workforce for AI-driven changes 

[20:01] Emerging roles like data curators and AI ethics professionals 

[25:06] Critical skills for AI careers - debugging, engineering mindset, adaptability 

[30:54] Key factors for C-suite to consider when evaluating AI solutions 

[38:26] Advice for companies starting their AI implementation journey 

[48:10] How companies can ensure their data remains secure with AI 

[52:18] Final takeaways and recommendations for C-suite executives 

About Oliver King-Smith 

Oliver King-Smith is a trailblazing inventor and entrepreneur revolutionizing healthcare technology, sensors and artificial intelligence. As the founder of smartR.ai, he is pioneering innovative AI applications to drive societal change. Oliver holds a PhD in Mathematics from UC Berkeley and an executive MBA from Stanford. He has founded multiple companies, holds several patents, and brings extensive expertise in data visualization, statistics, machine vision, robotics and AI. 

* Oliver on LinkedIn: www.linkedin.com/in/oliverkingsmith 

* smartR.ai website: smartr.ai 

Rebecca Hastings, Founder and Director at The Lucent Group

Connect on LinkedIn: https://www.linkedin.com/in/hastingsrebecca/  

Would you like to be a guest? Book a time to speak with Rebecca: https://calendly.com/rebeccahastings/discovery-call

The Lucent Group Ltd website - https://www.thelucentgroup.co.uk/

The Lucent Perspective website - https://thelucentperspective.com/ 

Rebecca has extensive talent and executive search experience supporting digital and technology businesses through complex changes and fast-paced scale-up periods. She works with businesses advising on C-level, technical, sales and commercial appointments, workforce planning, strategic talent management, recruitment processes and associated technology and employer brand development.