Again, why we literally, the amount of back and forth that went over developing the mascot, and I know it seems really trivial, but it was important for giving that some life and so on.

Matt's done something that's really incredible.

Typically, an employer brand team or people, they will get an EVP, and then it's really hard for them to amplify those messages internally or externally.

And what Matt's done in summary is put together a cohort of people who've put their hand up, and he's created some FOMO internally.

Now, it's a great story that a lot, if not most of them, have moved on to other roles that It gives him great credibility to go round two for the next wave of inductees into the afternoons.

But typically a workflow for an employee brander is that they become best friends with the recruiter who's placing people in roles and asking them for contacts or going to a hiring manager.

and asking them who are the high performers in the team, what he's done is created a huge shortcut to create advocacy internally.

People used their phones.