Morrison’s People Solutions Manager Carlos Penning discusses how artificial intelligence can be used as a recruiting tool.
GETTING TO KNOW BRETT GOODLIN
Learn more about Morrison’s new Business & Accounting Advisory Services Consultant Brett Goodlin!
MORRISON SNAPSHOTS
Check out some of our highlights from this fun season! Enjoy photos from our annual Morrison Summer BBQ.
CLIENT CORNER
There is always something new going on, so get caught up with our latest client news.
SUPERIOR CALIFORNIA ECONOMIC DEVELOPMENT:
FOUR COUNTIES, ONE MISSION FOR ECONOMIC DEVELOPMENT
The far-Northern California counties of Siskiyou, Modoc, Trinity, and Shasta – home to just 248,000 people in total –span an area of 11 million acres. From its commercial center in the Shasta County city of Redding, to vast and remote rural expanses in Siskiyou, Modoc, and Trinity counties, the region is characterized by its scenic natural beauty, rich outdoor recreation opportunities, and affordable costs of living relative to the rest of the state. Yet as with many rural communities throughout the nation, these counties are challenged to support sustainable business development, create high quality jobs, and retain a qualified workforce.
Superior California Economic Development (SCED) was formed in 1979 through a Joint Powers Agreement with Modoc, Shasta, Siskiyou and Trinity Counties, and in 1980 was designated as the region’s economic development district by the U.S. Department of Commerce’s Economic Development Administration (EDA). SCED promotes business and regional economic expansion, infrastructure improvement, and job creation by providing business development financing, planning, and technical assistance for public and private sector partners.
SCED is led by Executive Director Ryan Richardson and governed by a 17-member board of directors composed of public and private sector representatives from all four counties. Since 1980, SCED has administered more than $41 million in federal, state, and private grants to support economic development in its four-county region. These efforts have helped launch dozens of locally owned businesses, retained and created hundreds of jobs, and supported the
long-term viability of essential services and industries. From retail to manufacturing to agriculture, SCED’s programs have played a central role in stabilizing and diversifying the economy across the region.
SCED’s Business Development Loan Program provides capital for businesses unable to obtain funds through traditional banking channels, with the goal of facilitating the growth of stable, long-term private sector employment. As an SBA Certified Development Company, SCED also offers commercial real estate financing through the SBA 504 Loan Program. Collectively, SCED’s SBA 504 and Business Loan Programs have loaned over $108 million dollars to grow local businesses.
Most recently SCED launched a new microloan program to support outdoor recreation businesses across its service area. This initiative is funded through a generous grant from Wells Fargo and the Catalyst Fund to support small businesses such as hunting and fishing guides, gear rentals, bike repair, and adventure outfitters with loans ranging from $5,000 to $30,000 for equipment, payroll, inventory, rent, or other working capital needs. This program recognizes the potential for economic vitality in nontraditional industries like ecotourism, wilderness education, and rural hospitality. By investing in these businesses, SCED is helping to cultivate a sustainable ecosystem of small enterprises that attract both residents and visitors alike.
SCED is responsible for developing a Comprehensive Economic Development Strategy (CEDS) as part of its relationship
CONTINUED ON INSIDE RIGHT PANEL
LEVERAGING AI IN EXECUTIVE RECRUITING
AI in Executive Search: A Tool, Not a Replacement
In executive recruiting, artificial intelligence (AI) has become a hot topic, and for good reason. If used well, AI can bring undeniable advantages to the executive search process. Smart algorithms and powerful data tools can analyze thousands of résumés in seconds, identify hidden talent pools, and even predict likely career moves. But here’s the critical truth: while AI may make recruiting faster and more efficient, it cannot and should not replace the human connection of an executive search.
The Promise and Limits of AI in Executive Search
Finding the right executive isn’t simply about checking boxes for skills, titles, or years of experience. It’s about understanding people on a deeper level: what drives them, what environments help them thrive, and how their leadership style will fit a unique company culture. This is where experienced recruiters add irreplaceable value by building trust, asking the right questions, and drawing insights from conversations that no algorithm can replicate
At Morrison, we believe AI is a tool, not a substitute for human connection. We use it purposefully to handle the data-heavy work: sifting through large candidate pools, analyzing market trends, and mapping passive candidates who might not even be considering a move. AI helps us cast a wider net and find people who would be impossible to locate with manual research alone. But that’s just the start.
The Human Advantage: What Recruiters Do Best
Once we identify potential candidates, our real work begins. We lean on long-developed relationships built over years of meaningful connections in industries and communities we know inside and out. We pick up the phone, not just to pitch a role, but to learn who a candidate really is and
what they are seeking in their career journey. Many of the best executive placements come not from cold outreach but from warm conversations nurtured over time, where our Morrison Team can understand both a company’s vision and a candidate’s hidden ambitions.
Beyond Resumes: Deep Evaluation Through Interviews and Assessments
Next, we move beyond the resume to the person. Our firm integrates behavioral interviewing techniques that get beneath rehearsed answers and standard leadership clichés. We ask targeted, situational questions that uncover how an executive thinks, acts under pressure, resolves conflict, and motivates teams. This helps our clients see not just whether a candidate can do the job, but how they will lead day to day. The result? Stronger shortlists, fewer mis-hires, and leadership placements that stick — not just because the résumé looked good, but because the person behind it truly fits the culture, vision, and strategy for what’s next.
To deepen our insights on this front, we use science-backed personality and leadership assessments. These tools add an objective layer to the search, revealing strengths, blind spots, and cultural alignment that even the best interview might miss. Assessments help guard against unconscious bias and gut-feel hiring mistakes. They show how a candidate’s natural tendencies match your company or organization’s leadership demands. Combined with our behavioral interviews, they create a clear, multi-dimensional picture of each candidate’s potential.
One of the assessments we incorporate is the Six Types of Working Genius, developed by The Table Group and Patrick Lencioni. This tool reveals the natural "genius zones" where a person is most energized and productive, whether it's generating ideas, making sense of them, galvanizing others, or bringing them to completion. Understanding a candidate’s Working Genius profile helps us identify how they can best
contribute to an executive team and where potential friction points may arise. It’s not just about strengths, it’s about integration. When leaders are positioned to operate in their areas of genius, the result is greater cohesion, clarity, and long-term effectiveness for the whole organization.
We also utilize our proprietary Morrison Accounting Skills Assessment for financial and accounting roles. This tool was developed by Morrison Founder and Principal Brent Morrison to provide a reliable, objective measure of a candidate’s technical skill level. Built and refined over the past 20 years, it reflects the evolving needs of our client base and is specifically designed to evaluate the core accounting competencies most critical to success in these roles. The assessment has become a trusted part of our process, helping us ensure that candidates not only align with a company’s culture and leadership needs but also possess the hands-on expertise required for excellence in finance-related positions.
Cultural Fit: Understanding How Leaders Communicate
Our human-centered approach also includes a deep analysis of how a candidate interprets team dynamics and communicates within different cultural frameworks. We assess their preferences and sensitivities across dimensions like high vs. low context communication, individualistic vs. collectivistic work styles, and small vs. large power distance orientations. These insights allow us to gauge how well a candidate will adapt to the company’s culture, whether it’s a flat, fast-moving startup or a more hierarchical, global enterprise. Understanding these nuances equips us to make placements that go beyond capability, ensuring alignment in how people collaborate, make decisions, and lead. When companies need leaders who can navigate change and inspire teams, they don’t want an algorithm. They want a partner who understands people.
Real World Example: When AI and Relationships Combine
We’ve seen firsthand how both AI and human relationships work together to create exceptional outcomes. During a recent search Morrison conducted for a Chief Operating Officer, we used advanced AIdriven tools including JazzHR, LinkedIn Recruiter, and automated job board placements, to surface passive candidates. These are individuals who may not be actively job-hunting but whose digital signals suggest they may be open to change. Several promising candidates were flagged and pursued, yet the person who ultimately filled the role came through a long-standing relationship Morrison had nurtured over many years. This individual reached out because of a trusted connection, and we had a depth of understanding about their leadership style, values, and aspirations that went far beyond what a résumé or interview could reveal. That experiential knowledge, built through years of trust, led to a perfect match for the company’s culture and mission.
In a separate engagement, it was the AI systems that made the key connection. Despite an extensive and human-led process, the successful candidate had no prior relational link to the organization.
Thanks to AI-powered targeting and outreach, the opportunity was surfaced at just the right time. The candidate, intrigued by the role, reached out and proved to be an ideal cultural and strategic fit. They moved their family, joined the company, and became a cornerstone of its long-term success. This would not have been possible without the precision and reach that today’s recruitment technology provides.
Blending Technology with Human Touch: The Future of Executive Search
So what is the best role of AI in executive recruiting? It’s to serve as a background resource, enhancing research, expanding reach, and
making repetitive tasks quicker so Morrison’s People Solutions team can spend more time on what matters: people. Used responsibly, AI reduces the manual legwork and frees up our team to do what they do best: build trust, interpret the story behind the data, and guide clients through critical leadership decisions.
The reality is, AI can’t replace executive recruiters for one simple reason: humans trust humans. The highest-caliber executives are rarely looking for jobs. They must be approached with care, nuance, and a genuine understanding of what motivates them to make a career move. A cold AI-generated email won’t inspire a seasoned leader to take a confidential meeting or consider an opportunity that will reshape their future. Only a recruiter with a trusted reputation can open that door.
Likewise, companies don’t just want a list of names, they want strategic advice. They want market insight, compensation benchmarks, and candid feedback about how their brand and culture are perceived by top talent. They want a thought partner who will help shape a role to attract the right leader, then support the new hire’s onboarding so the placement succeeds long after the contract is signed.
AI can deliver data points, but it can’t guide clients through sensitive board conversations or weigh the intangible factors that make a placement stay with a company long-term. This human layer is especially critical today, as companies face rapid change, new business models, and growing expectations for diverse and inclusive leadership. AI can help identify diverse candidates faster, but human recruiters must build trust and remove barriers so these candidates feel seen, heard, and valued throughout the process. Inclusion doesn’t come from algorithms alone, it comes from intentional, people-centered recruiting that combines technology with empathy and accountability.
Ultimately, the future of executive search isn’t about choosing between technology and human expertise: it’s about blending them wisely. At Morrison, we invest in modern AI tools and data analytics to ensure our clients get the speed and reach they expect. But we never forget that real alignment is human. Every search is personal. Every candidate is unique. And each placement shapes not just a leadership team but an entire organization’s future. We believe that’s the right way to use AI: as a powerful tool in the hands of recruiters who never forget that people, not programs, drive success.
ABOUT THE AUTHOR
Morrison’s People Solutions Manager Carlos Penning enjoys coming alongside organizations to recruit top talent and strengthen teams. He supports clients across industries with executive recruiting, organizational development, and strategic planning, and values partnering with them to deepen connections, foster leadership growth, and help them achieve their goals. Carlos can be reached at cpenning@morrisonco.net.
SUPERIOR CALIFORNIA ECONOMIC DEVELOPMENT
with the EDA. The CEDS guides the regional planning process and assists communities in identifying opportunities for economic growth. As part of EDA’s Economic Planning Program, SCED also assists local jurisdictions with technical assistance for economic development projects.
Through discussions with city and county officials and community stakeholders in Modoc County, a USDA-inspected meat processing facility was identified as a deep community need. Located in far Northeastern California, bordering Oregon and Nevada, Modoc County is California’s third least-populous county at 8,700 residents, lending credibility to the county motto, “Where the West Still Lives.” With 59,000 cattle and calves, cattle outnumber people nearly 7:1. Livestock producers who wish to retain ownership of their cattle, sheep, hogs, and poultry to market their own meat report hauling their animals up to 400 miles one-way, often with wait times of up to 18 months to access processing.
In 2021, driven in response to this identified need, SCED applied for and secured a Rural Business Development Grant through the United States Department of Agriculture USDA to conduct a feasibility study regarding the potential establishment of a meat processing facility in Modoc County, where cattle alone comprise $82.6 million in economic value.
With deep experience in conducting feasibility studies, including for livestock and meat industry projects, Morrison responded to SCED’s request for proposals for a contractor to conduct the feasibility study, and was tremendously excited to be selected. The project leveraged the robust technical expertise of Morrison’s Business and Accounting Advisory
team with the local affinity and industry experience of the Grants team, who spent several months throughout the fall of 2023 meeting with local stakeholders; conducting personal interviews with independent meat processing businesses in the region; deploying a qualitative market interest survey of potential processing facility customers; and performing independent research related to meat processing facilities. Utilizing this research, Morrison’s Business and Accounting Advisory team prepared pro forma financial projections, which demonstrated strong financial and technical feasibility in the hands of a qualified and experienced operator. The feasibility study can be found on SCED’s website at www.scedd.org/ modoc-meat.
Morrison is now honored to assist SCED with the development and implementation of a marketing plan to present the feasibility study to potential investors in support of this critical economic development opportunity.
As Siskiyou, Modoc, Trinity, and Shasta Counties continue to navigate the opportunities and challenges of rural economic development, SCED remains committed to innovation, equity, and collaboration. With its proven track record, strong community partnerships, and a forward-thinking approach to planning, SCED is poised to continue shaping a more prosperous and resilient future for the region.
MORRISON SNAPSH TS
MORRISON SUMMER BBQ
At the start of each summer, our team gets together for the Morrison Summer BBQ. Folks brought their families and we shared lunch, cooled off in the pool, and got our faces painted. We look forward to getting together next year already!
MEET
BRETT GOODLIN
Brett Goodlin recently joined Morrison as a valuable member of our Business Accounting and Advisory team. In his role, he brings a passion for improving systems, solving complex problems, and making accounting more accessible and understandable for clients. With a thoughtful and detail-oriented approach, Brett is committed to bridging the gap between technical financial information and practical business decision-making.
Before joining Morrison, Brett built his career in both the nonprofit and forprofit sectors, holding roles in financial leadership and operations. He spent more than decade with Compassion International in Colorado Springs, managing complex international accounting operations and systems. Most recently, he worked at Lundberg Family Farms, a global farming and food manufacturing company, where he led key initiatives in financial process improvement and systems implementation. His well-rounded background gives him a deep understanding of both mission-driven organizations and the demands of growing businesses.
Brett holds a bachelor’s degree in Accounting from the University of Colorado at Colorado Springs and is a licensed Certified Public Accountant (CPA). He grew up in Omaha and Kansas City and most recently lived in Colorado before relocating his family to California in 2020 to be part of the community’s rebuilding efforts.
Q&A WITH BRETT
WHAT ARE YOUR HOBBIES?
I’ve always enjoyed woodworking, though I often find myself starting new projects before finishing the last one — there’s always something new to explore! I’m also passionate about soccer and have been a referee since 1994. Staying involved in the game in that capacity has been a great way to stay connected to a sport I love.
WHAT IS ONE OF YOUR FONDEST MEMORIES?
Summer nights growing up in Kansas City were something special. Our neighborhood was full of kids, and with only three fenced yards out of 20 homes, we had a huge shared space to play in. We’d stay out after dark playing flashlight tag until we were exhausted — and nothing quenched our thirst quite like hose water. To this day, it still tastes like summer.
WHAT IS SOMETHING DIFFERENT ABOUT YOUR FAMILY?
In 2018, I received a DNA kit for Father’s Day, and a few weeks later, I discovered an entire side of my family I never knew about. I had the incredible opportunity to meet my biological father, three siblings, and a stepmom — all of whom welcomed me and my family with open arms. It’s been a lifechanging and beautiful journey.
WHAT IS SOMETHING YOU COULDN’T LIVE WITHOUT?
I’d say Jesus — though I know that might sound cliché, it’s true for me. Beyond that, I couldn’t live without music. It resonates with me on a deep level. From orchestral pieces to heavy metal, I find beauty and creativity across all genres. A powerful melody paired with meaningful lyrics can move me deeply — so much so that some of my favorite movies are actually musicals.
WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER RECEIVED?
To borrow a line from Hamilton, “Talk less; smile more.” It’s a simple reminder that listening well and approaching others with warmth can go a long way in both work and life.
Chico, CA 95973
CORNER CLIENT
The Morrison Client Corner is a regular feature of our newsletter. Here, you’ll find updates on what a number of our clients are up to, their achievements and milestones, and the generally great things happening in their companies or organizations.
CHICO BREAKS GROUND ON CITY-OWNED BROADBAND
Chico city officials and community leaders gathered on August 4, 2025 to break ground on North Valley Fiber, a city-owned municipal utility that will bring reliable, affordable high-speed internet access to 9,000 households in underserved areas surrounding Chapman Elementary School and downtown Chico. The infrastructure will deliver up to ten gigabits (10G) of internet to underserved areas, bridging the digital divide with household plans starting at $40 per month. Construction of the fiber optic network was funded by a $12 million Federal Funding Account grant from the California Public Utilities Commission. The Morrison Grants Team was proud to partner with the City of Chico on the successful grant proposal and to join the celebration of this exciting milestone.
If you’re a client of ours, we’d love to stay up to date with what is going on within your organization and invite you to share your highlights in this space. Feel free to send any press releases, newsletters, or happenings to jmcchesney@morrisonco.net
SONOMA COUNTY WINEGROWERS PARTNERS WITH THE GIANTS
San Francisco Giants fans have a new way to raise a glass to their team – literally. On August 7, 2025, the Giants announced the launch of the Giants Wine Club, featuring the wines of Sonoma County. Members will enjoy three releases each year, with each shipment including six bottles from six different Sonoma County wineries. The partnership spotlights the work of Sonoma County Winegrowers, the organization dedicated to promoting and protecting Sonoma County as one of the world’s premier winegrowing regions. As longtime fans of both the Giants and Sonoma County wines, the Morrison team is excited to see these two Northern California favorites come together in such a creative way. Cheers to baseball, wine, and a great partnership!
CARD GROUNDBREAKING ON AQUATICS CENTER
On August 21, 2025, the Chico Area Recreation & Park District (CARD) invited local officials, partners, and residents to a groundbreaking ceremony for the greatly anticipated Aquatics & Recreation Center. The $30 million project, made possible by a 10-acre land donation from Ken Grossman and Katie Gonser, will feature a 50-meter pool, water slides, a lazy river, and familyfriendly amenities. Slated to open in Fall 2026, CARD highlighted the center’s vital role in addressing Chico’s persistently high temperatures by expanding affordable swim access and water safety opportunities. The Morrison Grants Team was honored to attend the groundbreaking and celebrate alongside CARD in this remarkable achievement for our community.
