What Built In delivered for RethinkFirst
increase in citations across AI answers (e.g., ChatGPT, Claude, Copilot) since March 2026.
growth in employer narrative control across digital and AI discovery channels.
- Built a visible employer brand beyond the referrals and industry relationships that had traditionally driven recruiting.
- Aligned employer brand content with priority hiring needs, including sales hiring within a key business line.
- Created shareable employer brand content recruiters could use during cold outreach and application follow-ups, helping candidates enter interviews more informed.
Source: Built In platform analytics 2026
The Challenge
For years, the majority of RethinkFirst’s hiring across its three lines of business, RethinkEd, RethinkBH and RethinkCare, stemmed from word-of-mouth networking and firsthand experience with its software. Many hires were former teachers or healthcare professionals who had benefited from the company’s products in previous roles. Others came through industry referrals.
This brought in people who already knew and valued RethinkFirst’s products, but it also kept recruiting within familiar networks and limited the company’s ability to reach a broader, more diverse talent pool. Because the company relied so heavily on word of mouth, it had not developed a strong online employer presence.
That limited digital footprint created an AI visibility problem. With little employer brand content available, AI tools had fewer relevant sources to draw from when candidates asked about RethinkFirst. This made the company harder to discover outside its existing networks and left less opportunity to influence how its employee experience was represented in AI answers.
At the same time, RethinkFirst was bringing its three business lines together under unified executive leadership. The talent acquisition team needed candidates to see that joining one specialized team also meant joining a broader digital health organization with meaningful impact and cross-functional career opportunities. Without an established employer brand or media presence, candidates and AI tools had limited credible information to draw from, leaving sources like Glassdoor reviews and Reddit threads to tell only part of the story.
The Solution
RethinkFirst turned to Built In to establish their employer brand from the ground up and take control of its online narrative. By leveraging Built In’s Content Studio, employee spotlights and curated employer lists, RethinkFirst transformed its internal culture stories into polished media assets.
RethinkFirst also began using Built In’s AI Reputation Score and AI reputation summary to understand what candidates might encounter when they researched the company in ChatGPT, Claude or Copilot. These insights helped the team identify gaps and make online reputation a more active part of its employer brand strategy.
The team integrated Built In assets directly into its recruiting workflow by sharing articles during cold outreach and post-application follow-ups, and strategically aligned editorial content with specific hiring pushes, such as spotlighting key sales leaders ahead of major revenue expansions.
Insights
- AI Visibility Data
- AI Reputation Score
- AI Visibility & Reputation Summary
Actions
- Content Studio
- Employee spotlights
- Curated employer lists
The Results
Through its partnership with Built In, RethinkFirst established an authoritative, transparent employer brand that elevated candidate intent, streamlined recruitment messaging and solidified its AI-driven reputation.
- Recruiting kept within familiar networks
- Limited online footprint
- Few sources for AI tools to draw from
- Perception left to Glassdoor and Reddit
- Increase in citations across AI answers
- Nearly 25% growth in narrative control
- Centralized Built In profile and employee stories
- Candidates enter interviews more informed
What Got Better:
How it Happened:
Established a centralized Built In profile and published targeted employee stories that gave candidates and AI tools more accurate information about RethinkFirst’s mission, values and employee experience.
What Got Better:
How it Happened:
Synchronized Built In’s content calendar with active hiring goals, such as publishing spotlights featuring sales leaders in specific business lines prior to major recruitment campaigns.
What Got Better:
How it Happened:
Used Built In’s AI Reputation Score and insights to understand how RethinkFirst appeared in AI answers and identify opportunities to strengthen the information those tools could reference. From March to June 2026, Built In’s impact in AI answers increased by more than 100% and narrative control increased by nearly 25%
What Got Better:
How it Happened:
Shared Built In media content across social channels like LinkedIn, not only educating candidates on cross-functional career paths but also building confidence among Fortune 100 enterprise customers who see RethinkFirst as an established, employee-centric partner.
The Return
RethinkFirst’s employer reputation was once carried mainly through product familiarity, referrals and industry relationships. Its growing digital footprint now helps more candidates discover the company, gives AI tools clearer information about its employee experience and gives the talent team greater visibility into how RethinkFirst is represented in AI search.