Standing out in a densely populated industry isn’t easy. So, when Marty Parker founded Waterstone Human Capital Ltd., he focused on a niche that would help his Toronto-based executive recruiter rise above the crowd: gauging job candidates’ fit with the hiring company’s corporate culture. But how to become well-known for a lesser-known specialty? A media-savvy member of Parker’s advisory board thought the firm’s research into the link between corporate culture and financial performance might interest the business press. This instinct proved to be bang on, and Waterstone teamed up with Canadian Business on an annual “Canada’s 10 Most Admired Corporate Cultures” program. The alliance gave the young firm profile and credibility — and calls from prospective clients keen to learn more. Parker says the program, now with the National Post, “aligns perfectly with our value proposition.” Now Waterstone is seen as the recruiter that “owns” the corporate-culture category.