The Muse has become the definitive career resource for the under-35 set (60% of its more than 5 million monthly users are between 18 and 35) by focusing on work culture and hiring in a digital age. The insights it’s gleaned as a publisher now inform its growing employer platform, which helps companies such as Capital One and Facebook hone hiring practices to attract young job seekers. What started as a side gig is now responsible for 90% of the company’s revenue. Last year, the Muse debuted BrandBuilder, a tool that offers clients a data-driven look at which aspects of their workplaces excite and inspire current employees—information that’s crucial in recruiting better talent. “Companies are understanding what makes existing employees successful, and looking for that in new hires,” says CEO Kathryn Minshew. The approach makes for strong matches: Businesses that hire through the Muse retain 95% of those employees for at least three months.