Contact Us
Careers
FAQ
Greenhouse wasn’t just another recruiting software. It was a movement. Founded in 2012, Greenhouse had already built a platform that redefined hiring through structure, efficiency, and inclusion. But as the company grew, they needed more than just product awareness. They needed a strategic brand campaign that could position them as the standard-bearer for the future of hiring.
Watson was hired to do exactly that. Our role was to build out growth strategies and marketing campaigns that not only amplified Greenhouse’s brand but also deepened its influence in an industry where hiring often felt reactive rather than proactive.
We developed a comprehensive research initiative, tested messaging frameworks, and designed campaigns that would drive long-term market engagement. The result was a new chapter for Greenhouse—one that positioned them as the authority in structured hiring and a champion for people-first workplaces.
Effective hiring isn’t about filling roles—it’s about building businesses. That philosophy was at the core of Greenhouse’s mission, and Watson’s first step was ensuring their messaging reflected that.
We conducted extensive research to understand Greenhouse’s existing perception in the market. Through surveys, focus groups, and data analysis, we identified key challenges companies face in hiring: lack of structured processes, biases that led to poor candidate experiences, and the overwhelming speed at which teams had to make critical hiring decisions.
From these insights, we refined Greenhouse’s core value propositions, ensuring their messaging didn’t just sell software—it sold a transformation in how companies think about hiring.
We worked closely with Greenhouse executives, recruiters, hiring managers, and industry experts to validate our approach. We mapped Greenhouse’s audience segments, ensuring our campaigns spoke directly to decision-makers who cared about hiring the right way: HR leaders focused on efficiency, CEOs who understood the financial cost of poor hiring, and talent teams looking for scalable, people-first solutions.
Watson built Greenhouse’s brand messaging around a single, powerful idea: Hire for what’s next.
Hiring isn’t about filling today’s gaps—it’s about building the future of a company. This concept became the foundation of every campaign, from digital ads to full-scale recruitment initiatives.
Greenhouse’s new messaging hierarchy emphasized two core themes:
Structured hiring gives recruiters, managers, and executives the clarity and confidence to make the right hiring decisions.
Better hiring isn’t just good for people—it’s good for business. Greenhouse helps companies create workplaces where employees thrive, reducing turnover and increasing long-term success.
From this foundation, Watson developed a series of campaign messages that spoke directly to different business challenges:
“Hire for the kind of business you want to build.” Hiring isn’t just an operational task—it’s a strategic advantage.
“Hire for equity with efficiency.” Structured hiring eliminates bias while making the hiring process more efficient.
“Hire for what’s next.” The core brand tagline, reinforcing Greenhouse’s role in shaping the future of hiring.
These messages were not just words on a website. They became the driving force behind Greenhouse’s content, advertisements, and outreach strategies.
With a strong brand framework in place, Watson developed a full-scale marketing campaign that brought these ideas to life. The campaign targeted key audiences through multiple touchpoints, ensuring Greenhouse’s message reached decision-makers at every stage of their hiring journey.
Watson restructured Greenhouse’s digital presence, ensuring their website, content, and campaign landing pages reflected the new brand voice. The website became more than just a product hub—it became a resource for businesses looking to rethink their hiring processes.
Watson developed video campaigns that showcased the human side of hiring. These weren’t generic product demos. They were stories. We followed the journey of candidates, recruiters, and hiring managers, illustrating how structured hiring changes lives—not just workflows.
One of the hero videos focused on a new employee’s journey. The script highlighted how a structured hiring process created a seamless experience, building confidence from the first interview to the first day on the job. Another video emphasized Greenhouse’s role in eliminating hiring bias, using real-world scenarios to show the impact of equitable hiring practices.
The “Hire for What’s Next” campaign went beyond digital. Watson designed large-scale out-of-home activations in key markets like New York, San Francisco, and London. These included:
The messaging remained clear and consistent across all platforms. Whether a company executive saw a subway ad or engaged with Greenhouse’s content online, they were met with the same bold, confident message: structured hiring is the key to better business outcomes.
Beyond campaigns, Watson helped Greenhouse develop a long-term growth strategy. This roadmap ensured that Greenhouse’s brand could scale with its business, maintaining relevance as they expanded their product offerings and entered new markets.
We provided a playbook for future campaigns, detailing everything from brand voice consistency to key content strategies. This ensured that Greenhouse’s marketing team had a blueprint for success, allowing them to continue driving impact long after the initial campaign launch.
Greenhouse didn’t just get a brand refresh—they got a movement. The structured hiring message became a rallying cry for businesses tired of reactive hiring and looking for a better way forward.
The campaign strengthened Greenhouse’s position as a leader in the recruitment software space. Companies across industries—from tech giants like Uber and Airbnb to financial firms like Betterment—embraced Greenhouse’s approach, integrating structured hiring into their talent strategies.
The impact extended beyond client growth. Greenhouse attracted a $500 million majority investment from TPG Growth, further validating its market position.
The campaign’s reach was undeniable. Greenhouse’s brand awareness surged, engagement with content increased, and the company saw record levels of inbound interest from businesses eager to rethink their hiring strategies.
Greenhouse had always been more than just software. It was a company built on the belief that better hiring leads to better businesses. Watson helped them turn that belief into a movement.
Through strategic messaging, powerful campaigns, and a long-term growth strategy, we positioned Greenhouse as the definitive leader in structured hiring.
Hiring isn’t just a process. It’s a decision that shapes the future. Greenhouse is the platform that ensures companies make the right decisions—every time.
Hire for what’s next.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
