# #135 Recruiting 101 with Peggy Shell, Creative Alignments

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-03-26
- Length: 1h 06m
- Episode: 27
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-03-26-135-recruiting-101-with-peggy-shell-creative-alignments
- Listen: https://share.transistor.fm/s/73a0532e

## Summary

Peggy Shell, founder of Creative Alignments, explains why early-stage CPG companies should avoid traditional contingency recruiting fees (25-30% of salary) in favor of her firm's time-based hourly model. She outlines a DIY recruiting framework for founders, emphasizing behavioral-based interview questions, intentional sourcing to build diverse talent pools, and the critical importance of pay transparency bands to ensure equity. Shell also discusses negotiation strategies, the role of equity in compensation packages, and how to foster an inclusive culture through empathy and clear communication to retain top talent.

## Outline

1. Introduction: The Problem with Traditional Recruiting Fees
2. Creative Alignments' Time-Based Model and Client Examples
3. DIY Recruiting Strategy: Augmenting the Founder
4. Behavioral Interviewing and Structured Hiring Processes
5. Pay Transparency and Compensation Bands
6. Intentional Sourcing for Diversity
7. Building Inclusive Culture and Retention
8. Negotiation Tactics and Equity Considerations
9. Experience vs. Soft Skills in Hiring

## Topics

- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)

## Most relevant to

early-stage companies

## Mentioned

- Creative Alignments (company)
- Rxbar (company)
- Halo Top (company)
- Kellogg's (company)
- Fourth & Heart (company)
- Caulipower (company)
- Olipop (company)
- Kali Power (company)
- Startup CPG (company)
- Gusto (tool)
- LinkedIn (tool)
- Indeed (tool)
- Glassdoor (tool)
- Salary.com (tool)
- Cura (tool)
- Project Potluck (company)
- Jedi Collaborative (company)
- Naturally Network (company)
- Included (company)

## Related episodes from other shows

- [265: What's Your Superpower](https://hardwarepodcasts.com/podcast/embedded-fm/2018-10-26-265-whats-your-superpower) (Embedded.fm)
- [Building A Talent Pipeline](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-02-21-building-a-talent-pipeline) (The Manufacturing Executive)
- [Advice Line: What’s Your Value?](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value) (How I Built This)
- [Advice Line with Bill Creelman of Spindrift](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-27-advice-line-with-bill-creelman-of-spindrift) (How I Built This)
- [Hiring Processes with Gergely Orosz](https://hardwarepodcasts.com/podcast/oxide-and-friends/2023-11-07-hiring-processes-with-gergely-orosz) (Oxide and Friends)

## Citing this page

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