The Founder Who Used Technology to Put the Human Back in Human Resources
Jordan Goure spent two decades hiring across restaurants, real estate, and hospitality before realizing the resume itself was the problem. He built Picsume to replace it, and it now powers Canada's largest hospitality network.
Jordan Goure has hired hundreds of people. Across restaurants, a microbrewery, a winery, and real estate developments spread across Southern Ontario, he spent two decades posting jobs on Kijiji and Indeed, sifting through stacks of PDFs, and trying to find the right person buried somewhere inside them. He was never a recruiter. He was an operator who kept running into the same broken system until he decided to replace it. Picsume is a Windsor-based platform that turns static resumes into dynamic candidate profiles, giving employers clean, structured data and giving candidates a genuine shot at being seen.
He grew up selling things to avoid picking them
Jordan is from Blenheim, Ontario, a farm town of 4,000 people, where the career options for a teenager are fieldwork or something else entirely. After a summer of farm work, he chose door-to-door sales. By nineteen, while studying political science at the University of Windsor, he had opened his first restaurant. It did $1.2 million in sales in year one. By twenty-one, he had four locations and around two hundred staff, and a problem that still persists over a decade later.
Every time he needed to fill a role, the process was the same. He posted the job, waited for the wave of applications, and spent hours trying to sort real candidates from the noise. The structure was missing, the comparison was impossible, and the signal was buried somewhere in it.
The résumé was the problem, not the pile
Jordan incorporated the first version of the company in 2012, then shelved it. Bootstrapping a tech company while running multiple businesses at once was not going to work, and he knew he needed the right people around him first. When COVID arrived and construction projects stalled, he finally had the one thing an entrepreneur is always short of. Time.
He called his longtime friend Nick Mastromattei, an enterprise software developer who had built systems for Harvard Press and Ticketmaster, and the two of them spent months doing a deep dive into every HR tool on the market. What they found confirmed what Jordan had suspected for nearly a decade. The best hiring teams in Ontario needed ten separate tools just to function effectively. Underneath all of it, they found the same flaw. The resume was a static PDF pretending to represent a dynamic person. The minute a candidate submits a resume, it is already out of date.
Picsume takes a candidate’s existing resume or LinkedIn profile and builds a dynamic, structured work profile through AI-assisted onboarding. Those profiles become structured, searchable, and filterable for employers, allowing hiring teams to compare candidates based on real data instead of scanning hundreds of static PDFs. A patented matching algorithm connects candidates to roles based on skills, experience, and education, with bias-inducing factors deliberately excluded. Bots cannot get through the process, which means employers are searching real people, not generated noise. In their first year of beta testing with colleges and universities, Picsume onboarded nearly ten percent of all students in their region.
Entrepreneurial freedom is choosing your destiny
Jordan describes himself as a fire starter. He thinks a problem through from every angle, then follows through with the persistence it takes to build something real. He went to Harvard last year for an AI strategy course. He arrived with an outcome already in mind, while most of the room was still trying to figure out what to build. He calls it the lighthouse model, where the destination is fixed, and the work is figuring out how to reach it.
What drives him is not the freedom people assume entrepreneurship brings. It is the ability to choose what he works on every day. Since having two young children, that clarity has sharpened. Any time he is away from them, it is a choice. So what he works on has to be worth it. Part of what has made that possible is his brother Joshua, who has been his business partner across every venture they have built over eighteen years. Jordan handles the data and strategy, Joshua the creative, and together they make one complete brain.
Picsume now powers the largest hospitality network in Canada, hospital networks, and the largest independent RE/MAX brokerage in the country, and has entered the US market. Jordan’s goal is to put the human back in human resources. He thinks that is what hiring is missing right now.
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