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Our Story

Trueline began as a publishing company focused on creating award-winning trade publications across several industry verticals. We evolved into a content and branding agency, using our magazines to assist top executives with personal branding, recruiting, and company brand awareness. As our network grew, our clients began asking for additional help in the recruiting space—apart from just consulting—so we answered the call by focusing on direct placement and contract-to-hire services.

What makes us unique is our network of thousands of off-the-market candidates in nearly every industry and geography in the US, Canada, and Latin America, who’ve trusted us with their professional development.

Additionally, as part of our proprietary recruiting process, we not only source top talent but we create evergreen custom content to ensure our clients remain the top choice employer for candidates for years to come.

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Our Name

Starting off as a publishing, content and branding agency, we wanted to convey that every line we write is true. Additionally, as we evolved into a recruiting agency, we wanted to bring that same truth and transparency to our client’s hiring efforts, and help companies find the through line between their culture and their hires.

Our Logo

The shaka logo was added in 2018 as a reflection of our culture.

For Trueline’s Founder and CEO, Haj Carr, who grew up in Hawaii, the shaka symbolizes aloha, the word meaning hello and goodbye, but also your experience of and interaction with life, affection, joy, and energy.

At Trueline, it’s a reminder to have fun, impart good feelings to others, and never forget our fun-loving intentional lightheartedness.

Our Logo

The shaka logo was added in 2018 as a reflection of our culture.

For Trueline’s Founder and CEO, Haj Carr, who grew up in Hawaii, the shaka symbolizes aloha, the word meaning hello and goodbye, but also your experience of and interaction with life, affection, joy, and energy.

At Trueline, it’s a reminder to have fun, impart good feelings to others, and never forget our fun-loving intentional lightheartedness.

Our History

2007

The concept behind Trueline is born.

2010

Trueline is officially incorporated as TrueLine Publishing, LLC

2011

Office moves from Washington DC to Portland, Maine with just 23 staff members.

2016

Trueline is named one of the Best Places to Work in Maine for the first time (and each year following).

2018

Trueline rebrands to include the shaka logo and becomes simply “Trueline” to encompass the addition of recruiting services, on top of marketing and publishing.

2019

Trueline moves to new offices in downtown Portland's historic SALT Institute building.

2020

Teams go fully remote due to COVID-19, and we see unprecedented revenue growth. Role specialization leads to greater retention, higher job satisfaction, and better services for our clients.

Today

We continue to grow and expand into new markets.

Our Culture

WEPA!

Wepa \wepah\ interjection : a versatile Latin-American Spanish slang exclamation used to express excitement, congratulations, and joy, similar to the English Oh yeah!, Wow!, or That’s awesome!.
You’ll hear us say “wepa” a lot (and when typed it’s nearly always all caps and punctuated with an exclamation mark). It’s how we recognize one another for work well done, celebrate milestones, and generally express excitement. Much like the shaka, wepa came about as a company phrase from the diversity of our staff. Each month the leadership team recognizes individuals who’ve gone above and beyond demonstrating our values with WEPA! Awards.

Verve

Verve \vurv\ noun : enthusiasm or vigor, as in literary or artistic work; spirit; vivaciousness; liveliness; moxie; animation.
We use Verve Awards to recognize and celebrate the work anniversaries of Trueliners, marking the culmination of a year of spirited achievements and enthusiastic endeavors.

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Our Values

We pursue our personal and professional goals with wild ambition and overcome challenges with persistence and determination—and often help from others. At the same time, we know how and when to change our tack to keep moving forward.

In the face of any obstacle, our commitment and strategy guide us home.

We pursue our personal and professional goals with wild ambition and overcome challenges with persistence and determination—and often help from others. At the same time, we know how and when to change our tack to keep moving forward.

In the face of any obstacle, our commitment and strategy guide us home.

We pursue our personal and professional goals with wild ambition and overcome challenges with persistence and determination—and often help from others. At the same time, we know how and when to change our tack to keep moving forward.

In the face of any obstacle, our commitment and strategy guide us home.

We pursue our personal and professional goals with wild ambition and overcome challenges with persistence and determination—and often help from others. At the same time, we know how and when to change our tack to keep moving forward.

In the face of any obstacle, our commitment and strategy guide us home.

We pursue our personal and professional goals with wild ambition and overcome challenges with persistence and determination—and often help from others. At the same time, we know how and when to change our tack to keep moving forward.

In the face of any obstacle, our commitment and strategy guide us home.