Lenny's Podcast · Oct 27Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp)
It pushed 'recruiting optimization platform' with content and press, but customers still called it an ATS and budgeted for it as one, so it dropped the effort. Its opinionated structured recruiting, with set pipelines and interview kits, made hiring more transparent and less biased.
Tips
- Check budget, customer language and competitors before creating a new category▶ 8:40Greenhouse tried 'recruiting optimization platform', but customers kept calling it an applicant tracking system and budgeted for it as one.
- Abandon a category repositioning that is not sticking, and elevate the existing one▶ 20:24Greenhouse spent time on content and press for 'recruiting optimization platform' and then dropped it, because customers still called it an ATS.
- Build opinionated software by finding a process with no technology or a better way▶ 47:50Greenhouse enforced a specific way to create a pipeline and build an interview kit, making recruiting more transparent and less biased.
