Joe Weinlick is the Senior Vice President of Beyond, a career network which, in the words of Joe himself, is “probably the biggest job site in the country you’ve never heard of.” Joe says he got into marketing by mistake as he graduated with an English degree and started working for an organization that made use of creative writing. It was here that learned all about what makes an organization great. In the late 90’s, he would jump into the tech bubble for a startup firm as it started crashing down. This made him start his own digital marketing firm for the Brownstein Group. There, he did branding work until he finally went with Beyond and stayed. Today, Joe gives us all the reasons why HR should be marketing, why most job ads fail to attract the right people, and why telling a story in recruitment is just as important as telling a story in a commercial. He also shares his outlook for the future of marketing.