Tiffany Gray and Christine Shaw coined the term "Neuro recruiting" which uses neuroscience knowledge to recruit the right candidate through online behavioral profiling. Traditional recruitment has around a 43% success rate of candidates staying after 3 months, costing companies on average $50,000 per unsuccessful hire. Neuro recruiting increases the success rate to 93% of candidates remaining beyond 12 months, saving companies recruitment costs. The recruitment industry is a billion dollar business. A new neuroscience-based recruitment process called PRISM uses behavioral profiling across 8 dimensions to identify the best candidates and reduce costs for companies from unsuccessful hires.