The post-recession landscape gave way to a new kind of economy — one powered by smartphones, social media, and a rising wave of challenger brands reshaping the CPG industry. At Protis Global, we knew we couldn’t just keep pace — we had to evolve with it.

As LinkedIn Recruiter, mobile apps, and cloud-based platforms like Dropbox and Google Drive became the norm, we leaned into speed, visibility, and connection. Platforms like Twitter, Facebook, and LinkedIn weren’t just social anymore — they were tools for branding, outreach, and sourcing passive talent. Candidates were everywhere — and so were we.

The New Rules of Recruiting

Technology accelerated everything. InMail became the new cold call. WhatsApp and Facebook Messenger gave us a direct line to talent across borders. Cloud tools enabled real-time collaboration on candidate pipelines, no matter the time zone.

At the same time, video interviews and virtual communication began replacing in-person meetings, allowing for faster decision-making and access to talent globally. And with the rise of the diversity and inclusion movement, clients began asking for leadership pipelines that reflected their evolving consumer base.

Recruiting Trends:

• Increased demand for startup-savvy leaders
• Rise of roles focused on digital, DTC, and customer experience
• Cultural fit and agility prioritized over pedigree
• Emphasis on storytelling in attracting passive talent

CPG Enters the Digital Fast Lane

The brands we recruited for were transforming — and so were the roles they needed. With the explosion of Amazon and DTC models, CPG companies prioritized digital marketing, eCommerce strategy, and online fulfillment like never before.

Legacy brands raced to adapt, while challenger brands like KIND gained ground with authenticity, innovation, and agility. We helped both sides build the leadership muscle needed to compete.

Talent Trends We Navigated:

• Surge in demand for DTC and digital expertise
• Increased hiring in eComm, supply chain optimization, and brand experience
• Social media as a recruiting tool, especially for millennial and Gen Z executives
• Early emphasis on DEI, especially in health-forward, mission-led brands

This era was less about finding talent and more about knowing where to look, how to connect, and how to sell the opportunity. We reinvented our internal model to meet the moment, and it positioned us for what came next.