Challenge
Greenhouse believes in the power of hiring and has built the best tool for recruiting and hiring candidates – making every company great at hiring. As part of the new brand messaging, Greenhouse wanted to elevate hiring as a business imperative - leading heads of business to assume more responsibility and become better partners with recruitment teams. With an objective to become the ultimate industry host, Greenhouse brought Heads of Business and Talent Practitioners together to learn, grow, and share their experience on the Talent Makers Podcast. Magnet Media collaborated with Greenhouse to develop the podcast strategy, production, and launch strategy.
Solution
As part of the Talent Makers campaign, Magnet developed a podcast series for Greenhouse that features conversations with Business Leaders and Chief Talent Officers from their top clients, including TalkDesk, VaynerMedia, SeatGeek, and Bevy. The conversations with industry leaders were structured around thematic topics to expand the Talent Maker message, and further enhance the client’s relationship with Greenhouse. The conversations ranged from topics based on business, talent, and personal/career development spaces –but also included expert commentators on culture, diversity, and inclusion. Magnet Media was able to capture content by setting up a podcast booth at the Greenhouse’s annual OPEN conference. The mobile Talent Makers podcast studio helped raise awareness and interest for the podcast, and for the topic: how business leaders can become more effective partners with HR and Recruiting, in order to improve their company’s hiring. The podcast was paired with video and downloadable assets on a Talent Makers hub where visitors could explore the topic further, download an ebook, or book a consultation session with the Greenhouse team. Within the first quarter of the launch, Greenhouse’s Talent Makers Studio Podcast was able to generate landing page visitors and podcast downloads that exceeded their expectations.
Results
The podcast hub helped drive over 250 qualified eBook downloads and over 50 Talent Maker workshop appointments requested by executives, which represent in-person training sessions on how to become a leader in hiring. It remains one of the most effective generators of high-touch, high-quality leads for the organization.
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