In 2015, Joel started recruiting for a small start-up agency in Milwaukee. He quickly found his passion for recruitment. In 2019, he discovered content marketing, publishing his first posts on Linkedin. Since then he has grown to over 700k followers and his content has been seen over 2 billion times. In 2023 he launched a media company that specializes in generating awareness for companies in the HR/TA space as well as consulting and advising companies on how to grow on social media.