Paul Peterson is responsible for the development and execution of both talent attraction and employer branding strategy for Grant Thornton LLP in Canada. Prior to his work at Grant Thornton, he co-founded and ran an award-winning search firm with offices throughout Canada and the U.S. Paul has a BA and an MA from York University as well as an MBA from the Kellogg School of Management at Northwestern University. The thoughts and opinions expressed in this article are his only and not necessarily those of his employer.