Hiring and retaining talent isn’t just a challenge for large organizations — it’s a constant focus for local businesses, too. In our recent article on building hiring pipelines, we explored how partnerships, internships, and real-world experiences can help Richmond businesses find the right people and grow sustainably.
To bring that conversation to life, we sat down with Lauren Llewellyn, co-founder of Erma Jean, to hear how her team approaches talent pipelines from the perspective of an employer. Lauren shares what’s worked for them, what challenges they’ve faced, and how local partnerships make a difference.
[Explore the full article on building hiring pipelines →]
1. What hiring challenges led you to use Handshake, and how did the platform help you to overcome them?
When we first decided to offer an internship, we weren’t sure how to connect with the right students. We knew university programs existed, but we didn’t have strong direct connections and worried that posting on a traditional job board would cast the net too wide. Through InUnison, we were introduced to Handshake and found it to be exactly what we needed. It operates like other job boards, but with the added benefit of a direct connection to local university career partners—who not only reviewed and approved our posting quickly but also offered guidance on creating a strong job description. Handshake ultimately allowed us to directly reach students with skills in communications, marketing, and social media—plus an interest in fashion—which was the perfect match for our business.
2. What outcomes have you seen from recruiting through Handshake compared to more traditional hiring channels?
The response on Handshake was fast and encouraging. We received about 15 applications and narrowed that pool down to 5 interviews. The quality of applicants met our expectations—some brought relevant experience, others did not—but all shared a genuine interest in the opportunity to intern with us. That combination of skills and enthusiasm was exactly what we were hoping to find.
3. Can you share a story or example of how Handshake helped you build a stronger talent pipeline?
The intern we brought on through Handshake was a wonderful fit and made the experience rewarding for both of us. She applied through Handshake, and communication on the platform was seamless from application through interview. She showed dedication, creativity, and professionalism—developing an editorial calendar, drafting original graphics and content, and aligning her work with our brand pillars. She not only met expectations but exceeded them, demonstrating adaptability in a hybrid work environment and consistently delivering polished, thoughtful work. This experience showed us that Handshake provides a reliable and effective pipeline for finding qualified student talent, and we will absolutely use it again in the future.
4. What advice would you give other business owners who are considering using Handshake for posting job descriptions and hiring?
Our advice is to spend time upfront designing the internship thoughtfully. Before posting, we weighed expectations for both our team and the student—acknowledging that managing an intern takes time and dedication, while students also balance coursework and other priorities. Handshake and other resources provided guidance, but the most important step was writing a detailed, appealing job description that clearly outlined responsibilities, learning outcomes, and what the student would gain for their résumé. We also made the role credit-eligible in partnership with universities, offered hybrid flexibility, and provided a letter of recommendation at the end. These steps ensured that the opportunity was mutually valuable, and Handshake made it easy to connect with exactly the right student candidates.
