Greenhouse wanted to do something different, but with a voice that was trusted.
Greenhouse is an incredible brand. The Roadshow was about sharing that brand with a new audience and revitalizing their YouTube channel — content made on the road, for YouTube and LinkedIn, with practitioners who could speak for themselves.
So the brief came down to two questions. One: how do we get the most interesting recruiting practitioners in tech in front of the people who already buy Greenhouse, and the people Greenhouse wants next? Two: how do we walk away from each night with a piece of content that actually carries, long after the lights come down and the stage gets struck?
The answer was a tour. Three cities, ten recruiting practitioners, hosted by us, in the Greenhouse field-marketing footprint, recorded clean. The Roadshow.
One format. Three rooms. Ten episodes.
We didn’t want a panel. Panels are how interesting people get less interesting in public. We pitched a two-act, talk-show format. Each practitioner gets their own act, hosted by Brandon, with the audience in the room and a tight production cadence. No keynote. No slides.
The math was deliberate. Three cities × ~three to four practitioners per night = ten episodes, each one shippable on its own merits, each one drafting on the city it was recorded in. The stage night was the shoot. The shoot was the stage night.
- Format design. Two-act talk show. We wrote the runs of show, the cold opens, the segment beats, the transitions.
- Casting and booking. Ten recruiting practitioners at companies the audience was already trying to get hired at.
- Hosting. Brandon, on stage, with the prep work that makes a real conversation possible.
- Production rig. Multi-cam, broadcast audio, on-tour edit bay. Fast turn. See how we built it →
- Post and distribution. Ten episodes shipped on Greenhouse’s site, BTTM feed, and the cuts the morning after.
The room was at full capacity. The guests were sharper than at any conference I had booked all year. And the cuts went up the morning after.Director of Brand Marketing · Greenhouse
Show up. Host the room. Ship the cut.
The repeatable bit of a tour like this is the rig. The unrepeatable bit is what happens in the room. We tried to make it look like nothing was happening. No producer in your ear, no second-take energy, no “Can you say that again but warmer?” while simultaneously running a full broadcast capture in the background.
Each night looked roughly the same. Doors open. Greenhouse welcome. Three to four practitioners on stage in two acts. Audience Q&A. Wrap and de-rig. Edit assembly started in the hotel that night. Highlight cuts shipped the next morning, with the long episode following in two weeks.
The discipline was in the cadence. Every practitioner got the same prep, the same length, the same care. Every city got a different audience and we wrote each show to it. The stage in San Francisco doesn’t sound like the stage in San Diego, and the practitioners in LA aren’t the practitioners in San Francisco. The tour respected that.
