In this episode, Nolan Church and Kelli Dragovich interview Troy Sultan who shares his journey from Google to founding Guide, an AI-powered recruiting coordination platform. Sultan challenges traditional recruiting assumptions, arguing modern candidates prefer transparency, speed, and self-service options that let them control their hiring experience.
*Email us your questions or topics for Kelli & Nolan: hrheretics@turpentine.co
For coaching and advising inquire at https://kellidragovich.com/
HR Heretics is a podcast from Turpentine.
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KEEP UP WITH TROY, NOLAN + KELLI ON LINKEDIN
Troy: https://www.linkedin.com/in/troysultan/
Nolan: https://www.linkedin.com/in/nolan-church/
Kelli: https://www.linkedin.com/in/kellidragovich/
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LINKS
Guide: https://www.guide.co/
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TIMESTAMPS:
(00:00) Intro
(01:10) Troy's Exit from Google
(01:44) The Cookie-Based Sales Strategy
(02:54) Resource vs. Gem
(03:33) Product vs. Go-to-Market Lessons
(05:23) Selling to Gem
(07:31) The Acquisition Strategy
(09:25) Working with Brokers
(11:46) Marketing to HR Leaders
(14:05) Sponsor: Planful | Metaview
(17:05) The Value of Candidate Experience
(19:42) Company Priorities vs. Actions
(22:20) Guide: AI-Powered Recruiting Coordination
(24:35) AI Adoption Challenges
(26:18) Authors vs. Editors Framework
(27:44) How Aria Works
(30:18) World-Class Candidate Experience
(31:31) The Self-Service Revolution
(34:03) Customer Industries and Use Cases
(37:20) Human Experience Across Job Types
(40:03) The Cultural Shift to Self-Service
(42:47) Wrap
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