Breaking Barriers: How April Hicke Is Changing the Face of Tech Recruitment
tl;dr
From Persistence to Leadership: April Hicke joined Toast after persistently advocating to become a co-founder, bringing an empathetic and authentic leadership style focused on creating safe, supportive spaces for her team.
Solving the Gender Gap: Toast helps companies increase gender diversity in hiring while offering women in tech access to career resources like workshops, legal support, and coaching.
Bootstrapped and Bold: By choosing to bootstrap, Toast maintains full control over its vision while driving innovation in skills-based hiring.
April Hicke’s path to becoming a co-founder wasn’t conventional—it was persistent. When her now co-founder first launched the company, Hicke wasn’t part of the picture. However, having worked alongside her on a board, Hicke saw both the vision and the drive behind the business. She knew she wanted to be part of the solution.
“It took me asking a few times,” she admits, “but I persisted, and she agreed to have me come on as her co-founder.”
Her leadership approach, however, has remained consistent throughout her career. Grounded in empathy and authenticity, Hicke focuses on creating safe spaces where her team can thrive. By modeling these values daily, she hopes to inspire her team to do the same.
Navigating Challenges as a Woman in Tech
Being a founder comes with its own unique set of challenges. For Hicke, one of the most significant hurdles has been balancing mental health with the relentless drive to grow the business.
“In other roles, you’re given vacation time that you’re supposed to use. As a founder, there’s a level of guilt around stepping away,” she reflects.
To navigate these pressures, Hicke leans on a "personal board of directors"—a network of trusted advisors who offer guidance and support. This circle of mentors has been invaluable as she faces the complex realities of leading a startup. Her advice to other founders? Build a similar support system to help weather the tough times.
Solving the Gender Gap in Tech Hiring
At its core, Toast exists to tackle two major issues in the tech industry: the gender gap in hiring and the need for community among women in tech.
“Women don’t always apply for jobs they’re qualified for,” Hicke explains. “And research shows that women who have networks outside their workplace actually earn more money.”
Toast addresses these problems from both angles. On the B2B side, the company partners with organizations to ensure gender diversity in candidate pools, helping companies make balanced hiring decisions. On the B2C side, Toast fosters a thriving community for women in tech. This community offers access to career resources like workshops, an HR lawyer, and career coaches—tools designed to help women advance and succeed.
Building a Team with Grit and Resourcefulness
When it comes to building her team, Hicke prioritizes attitude over technical expertise.
“I look for a good attitude and a ‘figure-it-out’ gene,” she says. “Hard skills can be taught, but I want people who are resourceful and have grit.”
This emphasis on resilience and problem-solving has allowed Toast to remain agile and innovative—qualities that are especially crucial as a bootstrapped business.
The Power of Bootstrapping: Staying True to the Vision
Unlike many startups, Toast has chosen to forgo outside funding in favor of bootstrapping. For Hicke and her co-founder, this decision has been about maintaining control and staying aligned with their values.
“Bootstrapping has taught us to be creative with revenue streams while keeping our vision intact,” she says.
It’s a path that requires discipline and ingenuity—but for Hicke, the autonomy is worth it.
Looking Ahead: Shaping the Future of Skills-Based Hiring
The future is bright for Toast. Hicke hints at exciting developments on the horizon, including the unveiling of new tech at the Toast Summit 2025. As the industry moves toward skills-based hiring, she sees Toast playing a pivotal role in helping companies hire better and faster.
“We’re poised to be at the forefront of this shift,” she says confidently.
Advice for Women Aspiring to Lead in Tech
When asked what advice she would give to women looking to lead in the tech industry, Hicke’s response is simple but powerful:
“Follow your gut—it’s your greatest tool.”
With her commitment to empathy, authenticity, and innovation, April Hicke is not just leading a company—she’s reshaping the future of tech recruitment.
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