From Agency Grind to SoundCloud: How Allie Shulman Found Her People in HR (LIVE @ Transform 2026)
WATCH: Recorded live at Transform 2026, this episode is a candid, high-energy conversation between host Adam Poser and Allie Shulman, VP of People & Culture at SoundCloud — the iconic music streaming platform that's been a launchpad for artists, DJs, and creators for over a decade. Adam and Allie share a unique origin story: they both started their careers at Onward Search, a recruiting firm where they discovered their love for the people business. That shared foundation sets the tone for a conversation that's as personal as it is professional. Allie opens up about leaving a workplace where she didn't feel safe as a newly out queer person, finding belonging at Onward Search, and ultimately following her passion for music into an in-house HR career that led her to SoundCloud. As VP of People & Culture, Allie is currently leading one of her biggest initiatives: building authentic, lived-in company values from scratch — not the kind that end up as a poster on a wall, but ones that emerge from executives, get pressure-tested by culture keepers, and roll out with a real adoption plan. She also shares SoundCloud's standout approach to benefits (including a $1,600 annual learning and development stipend), the importance of personalizing the candidate experience, and why a "culture of no surprises" should be the north star for every people leader. Equal parts funny, vulnerable, and sharp, this episode is a must-listen for anyone in HR, recruiting, or people ops — and for anyone who's ever wondered what it looks like to build a career around both your professional skills and your passions. Connect with Allie: https://www.linkedin.com/in/allieshulman/
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CHAPTERS:
00:00 – Introduction & Origin Story Adam and Allie reconnect on camera, sharing how they both landed at Onward Search and what drew them into the world of recruiting.
02:30 – Finding Safety & Belonging at Work Allie opens up about leaving a workplace where she didn't feel safe as a newly out queer person, and how Onward Search welcomed her as she was.
05:00 – Following Your Passion Outside of Work Allie's advice on finding fulfillment outside your day job — and how volunteering for Sofar Sounds led directly to her in-house career at a music company.
07:30 – Agency to In-House: Making the Leap Why going from agency recruiting to in-house felt natural for Allie, and why she believes the agency world is actually the harder direction to go.
10:00 – Output Over Hours: The Remote Work Philosophy A discussion on trust, flexibility, and why giving employees autonomy tends to produce better results — with honest acknowledgment of when it doesn't work.
12:30 – What a VP of People & Culture Actually Does Allie breaks down her remit at SoundCloud: change management, leadership training, org structure, policies, and bridging the gap between managers and the talent team.
15:00 – Building Real Company Values (Not Poster Values) How SoundCloud is approaching values creation from scratch — starting with executive buy-in, pressure-testing with culture keepers, and rolling out with a real adoption plan.
18:30 – Transparency as a Cultural North Star Why Allie believes in a "culture of no surprises" and how leadership transparency — even when imperfect — builds trust across the organization.
21:00 – Personalizing the Candidate & Benefits Experience How great recruiters match candidates to the right benefits by listening carefully during the process — and why benefits like learning stipends, pet insurance, and life concierge services can close competitive offers.
24:00 – SoundCloud's $1,600 L&D Benefit A spotlight on SoundCloud's annual learning and development stipend and why investing in employees' growth pays dividends for the company.
26:30 – Do Recruiters Miss the High of Placing Candidates? Allie and Adam get nostalgic about the rush of closing a deal — and why the feeling of giving someone their dream job never gets old.
29:00 – Navigating Transform 2026 as a First-Timer Allie shares her experience at her first Transform conference and Adam offers tips for making the most of big industry events.
31:00 – What's on Your Playlist? The episode wraps with a music moment — Wet Leg, Alabama Shakes, Chance the Rapper, Fred Again, and a surprise Luke Combs convert.
Key Takeaways:
1. Culture of No Surprises Is the Highest Form of Employer Trust
The biggest damage to candidate and employee trust comes from being sold a version of a company that doesn't match reality. Allie's north star is radical transparency — leaders sharing hard truths when they can, so employees are never blindsided.
2. Company Values Must Be Built, Not Announced
Values that stick don't come from a poster or a company-wide email. They require executive sponsorship, employee pressure-testing, phased rollout, and genuine adoption planning. Anything less is performative — and people know it.
3. Agency Recruiting Is a Training Ground That Makes You Better
The discipline of hitting numbers, showing up every day, and working in a high-accountability environment gives agency recruiters a foundation that in-house roles rarely replicate. Allie credits that grind for making her the people leader she is today.
4. Follow Your Passion Outside of Work — It Might Become Your Career
Allie's move to SoundCloud started with volunteering for Sofar Sounds on evenings and weekends. Pursuing what you love outside your day job builds relationships, skills, and opportunities you can't manufacture inside an office.
5. Output Over Hours Is the Right Framework — With Guardrails
Giving employees trust and flexibility tends to produce exceptional results. But it requires clear expectations, strong manager relationships, and a willingness to coach (or exit) people who aren't built for autonomous work environments.
6. Personalize the Benefits Conversation — Don't Just List the Package
The best recruiters listen for what matters to each candidate and connect it to the right benefits. A pet owner lights up when you mention pet insurance. A candidate navigating a same-sex partnership in a complicated state wants to hear about legal concierge support. Benefits close competitive offers when they're presented personally, not generically.
7. L&D Investment Is a Signal of Company Values, Not Just a Perk
SoundCloud's $1,600 annual learning and development stipend tells employees: we're invested in your growth, not just your output. For candidates choosing between comparable offers, this kind of benefit signals a culture that takes development seriously.
8. VP of People Is a Bridge Role — Between Managers, Talent, and Leadership
Allie's job isn't to recruit or to set policy in a vacuum — it's to sit at the intersection of what managers need, what the talent team is finding, and what leadership is trying to build. The best people leaders are connectors and translators across all three.
9. Feeling Safe at Work Is Non-Negotiable — And Companies That Get It Win
Allie's story of leaving a role where she didn't feel safe as a queer person — and finding belonging at Onward Search — is a reminder that psychological safety isn't a soft metric. It's a talent retention and acquisition advantage.
