Personal branding with a purpose.

The 2% System was designed for students and professionals to easily create a personally branded website to market themselves for better career opportunities. 

Created by marketing and branding experts, The 2% System is part branding eCourse, part website builder, and part career coach to help you land a job interview.

What's the deal with 2%?

Let’s say 250 people apply for any given job. Approximately five of those applicants, that is 2%, will be contacted for an interview.

The 2% System is a series of educational videos and resume website builder developed by digital marketing experts that helps you uncover your pro(fessional)-personal brand. We combined the system with job seeking tips and techniques, to give you a higher chance in becoming the elite 2% of applicants.

The original “system” didn’t even start out as a system. It was a checklist that our founder, Taylor, used when applying for jobs. After her marketing colleagues saw it in action, they knew it could be transformed into a career-building system to help applicants stand out during the job-seeking process.

Try our resume website builder and job-search toolkit FREE for 14 days.

Our Team

We’re the perfect mix of talent to ensure our solutions are modern, intuitive, and supportive.

We have resume websites too, click on our faces to see!

Deborah Shapiro, Founder & CEO
Taylor Hazlehurst, Founder & CPO
Jennifer Sicotte, Head of Content
Michael Willis, Head of IT
Cailah Bailey, Brand Connection Specialist

Our Story

"I've never been afraid to quit my job."

When Taylor and Deborah partnered to build a branding agency together, they knew they couldn’t do it full time at the beginning. They resolved to keep their jobs, but still try to keep their dream alive.

But Taylor wasn’t happy—not with her main job.

Oddly enough, the job that only took her a week to secure was the highest paying job she’d ever been offered. It was for a fashion brand that matched her personal brand and style (what fun!) By all means, she should have been happy with this company while she pursued her entrepreneurial dreams on the side. But the CEO was a disaster and she was miserable.


“It’s OK, Deborah,” Taylor confidently announced. “I’ve never been afraid to quit my job.”

Deborah laughed and shook her head. She knew this because at one point, she was Taylor’s boss. But still…

Deborah was skeptical. 

Taylor Hazlehurst, Creator of The 2% System
Jennifer Sicotte, first beta tester

In less than a week….

Taylor had lined up job interviews

She applied her digital marketing expertise and background in brand strategy to create a template for success. Using a website she built for herself and a strategy similar to “cold calling” (but with email), she had five interviews and two job offers in merely a week after quitting.

Testing The 2% System

“Well that won’t work for me,” Jennifer Sicotte said. She had been in the industry for 20+ years and had rarely applied to anything higher than management positions. 

Despite dreaming about director-level positions (which she most certainly qualified for!), she felt like she was getting lost in the system. 

How could Jen stand out amongst so many applicants?

Taylor encouraged Jen to stick with it and show Jen how her system could work for anyone. 

Jen proceeded to follow Taylor’s job-search system to the letter; and within a week, she had landed an interview for her dream job.

And then…Jen landed that job

But was that enough for Deborah?

Deborah needed to test this process for herself, so she started building her online resume.

After all, she thought, it does follow every traditional rule of digital marketing and branding; but will the same rules really apply for job searching?

After a few weeks, Deborah had landed many high-level interviews in highly competitive positions. Ultimately, she interviewed for her highest paying job to date:  C-suite title with a nearly $1M payout and …

Deborah was offered the job.

She turned it down.

She wasn’t afraid and she wasn’t about to let Taylor have all the fun…

Deborah and Taylor’s mission has always been to help brands and people reach their full potential.

Their agency creed is: Brands are people too.

Together, they automated the “magic” and committed full-time to teaching the world what it means to have a “pro-personal brand” and how to find freedom by owning who you are within your own industry and career. 

Deborah Shapiro, Co-Founder of The 2% System

We give back (and you can, too!)

The 2% team is working to provide headshots, resume websites, and tools for career advancement and pro-personal brand empowerment to people in need and to communities across the nation by working hand-in-hand with nonprofits like Generation W.

Generation W supports the growth of young girls through clubs and mentorship across the U.S.


If your organization or company is interested in sponsoring resumes for people that have recently lost their jobs due to COVID-19, please reach out!

Try our resume website builder and job-search toolkit FREE for 14 days.

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