Management Recruiters International Inc., the third-largest direct-hire firm in the US, named Joe Mullings as its chief vision officer, reporting to President and CEO Bert Miller.

Mullings has more than 50 years of experience as a recruitment executive. He is founder of The Mullins Group, which has operations in talent acquisition in the medtech industry. Mullings will continue in his role as chairman and CEO of The Mullings Group in addition to his new role at MRI.

“The talent access process must change in order to thrive,” Mullings said. “In this digital age, the industry’s primary reliance on analog, cold-calling for business development is history. Today, a brand’s success in selling products or services is determined by how effectively its story is told to an increasingly technology-savvy audience.”

Miller, who acquired MRI last year, brought Mullings to the company because of his vision and ability to innovate.

Mullings created a video production platform and used video messaging on LinkedIn to attract professionals while working on behalf of Verb Surgical, a robotics co-venture between Google’s Verily division and Johnson & Johnson.

In addition to The Mullings Group, Mullings also owns Dragonfly Stories, a full-service media production company that creates videos for clients.