My son turned me into a Patriots fan early in Bill Belichick’s tenure. I very quickly learned to admire his philosophy of recruiting based primarily on character, not athletic ability. No 0-40 yards time or vertical leaping ability can tip the scales. It’s all about how Player X performs under pressure, both on and off the field.

When we started recruiting talent for Branderos, we learned to apply these same principles: study the character, not the resume. The characteristics we look for are: motivated, curious, quick study, and fearless.

We believe we can take someone with those characteristics and help them become dynamic marketers, even if they lack specific experience.

We’ve struck gold this way. Just last week, we met Rafael at a really cool men’s clothing store in Toronto. The whole way he talked about how we was finishing his M.A. and was looking to get into marketing. Rafael is one of those people who makes everything seem easy. Come to Canada two years ago from the Phillipines? A bit of an adjustment, but got into this and then that. A very relaxed, outgoing manner. Style. A confident and articulate speaker. We immediately thought he’d be a good fit. And this week we’re plotting out some projects to work on together.

We’ve found a particular sweet spot is newcomers to Canada. Here’s why. By the time they arrive here, they have proven to be fearless, leaving their homeland behind and going all-in on a new life. Then they have to be highly adaptable and incredibly motivated to succeed here. It’s enthusiasm, that’s the magic ingredient that defines them.

When we were the age of the people we are now recruiting we followed the laws of a meritocracy, thinking if you do good work quietly in the corner, it will be recognized. Wrong.

Today, we need people to stand up and make their voices heard around the table from day one. Silence isn’t tolerated. The people who impress us the most do their homework before we meet them. They are debating the philosophy on our website before the coffee mug hits the table. Energy. That’s what we get back. In spades.

So next time you need a position filled at your agency, don’t just post it on LinkedIn. Make it your mission to uncover your version of Rafael.