Harriet Johnston (VP of Marketing at Ashby) on Building Effective Marketing Strategies and Teams

In today’s episode of The Peerbound Podcast, we sit down with Harriet Johnston, the Vice President of Marketing at Ashby to explore key strategies for refining recruitment processes and how to build a marketing team from scratch. Tuning in you’ll hear Harriet’s expert insights on attracting the best talent, enhancing the candidate experience, and why recruiting presents a rich brand-building opportunity. Discover key aspects you need to consider during the recruitment process, like prioritizing differentiated and compelling job descriptions, and why you should always treat candidates as potential customers. Harriet also elaborates on Ashby's journey navigating a dynamic market landscape, and the challenges they had to overcome while maintaining a cohesive narrative amid rapid changes. Stay tuned to the end for Harriet’s advice on staying connected with the Voice of the Customer (VoC) and her top reading and listening recommendations!(0:00:35) Ashby’s unique offerings.(0:01:58) Why Harriet joined Ashby.(0:03:45) Building Ashby’s brand.(0:05:11) Competitive differentiation in ATS (Applicant Tracking Systems).(0:09:41) Building a marketing team from scratch.(0:17:24) Strategies for hiring your first designer.(0:19:37) Advice for attracting the best talent.(0:20:17) Differentiated and compelling job descriptions.(0:23:06) Delivering a good interview experience.(0:24:31) Recruitment as a brand-building opportunity.(0:27:25) Maintaining a narrative that works in a rapidly changing environment.(0:31:30) Staying connected with the Voice of the Customer (VoC).(0:34:56) Reading and listening recommendations.(0:37:05) Recognizing influential figures in SaaS marketing. Featuring:Harriet Johnston:LinkedIn - https://www.linkedin.com/in/hajohnston/Sunny Manivannan:LinkedIn - https://www.linkedin.com/in/sunnymanivannan/Twitter - https://x.com/sunnymanivannan  References:Ashby - https://www.ashbyhq.com/Exit Five: B2B Marketing with Dave Gerhardt - https://podcasts.apple.com/us/podcast/exit-five-b2b-marketing-with-dave-gerhardt/id1599954536Storytelling with Data - https://www.amazon.com/Storytelling-Data-Visualization-Business-Professionals/dp/1119002257Educated - https://www.amazon.com/Educated-Memoir-Tara-Westover/dp/0399590501Why Fish Don't Exist - https://www.amazon.com/Why-Fish-Dont-Exist-Hidden/dp/1501160273Creativity, Inc. - https://www.amazon.com/Creativity-Inc-Overcoming-Unseen-Inspiration/dp/0812993012 Follow us:LinkedIn - https://www.linkedin.com/company/peerbound-inc Tune in:Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX