Hiring = company strategy. How to use it in marketing

Marek called me, Head of Marketing at a SaaS company serving e-commerce. He was upset.

„Tommy, our main competitor just launched an aggressive outbound campaign. Cold emails, cold calls, LinkedIn outreach. They’re bombarding our clients. We weren’t ready for this.”

I asked him: „Did you track their job postings over the last few months?”

Silence on the line.

„Job postings? What for?”

And that’s when I realized Marek made the same mistake as 90% of marketing directors I know. They analyze competitor landing pages. Read their blogs. Track social media. And miss the most obvious source of information about competitor strategy.

LinkedIn job postings.

Because you see, hiring = strategic company direction. And this isn’t theory. This is a fact you can use today.

Why job postings say more than any landing page

When a company publishes a job posting, it does something remarkable. It publicly announces its strategic plans. Unknowingly, but it does.

Think about this for a moment.

You can change a landing page in 5 minutes. You can write a blog post to trends. Social media posts can be pure PR.

But hiring? That’s an investment. Recruitment takes months. Onboarding takes more weeks. Salary is thousands of euros monthly. A company doesn’t hire „because it’s cool”. It hires because it has a specific plan and needs people to execute it.

That’s why job postings are so valuable. This isn’t marketing. This is real financial commitment that shows where the company is really heading.

And here we come back to Marek.

The story of a competitor who could have been anticipated

After talking with Marek I did what I should have done with him earlier. I went to LinkedIn and checked the hiring history of his main competitor.

Over the last 4 months they published:

3 postings for Sales Development Representative within 2 weeks of each other.

2 postings for Business Development Representative.

1 posting for Head of Outbound Sales.

1 posting for Sales Operations Manager.

1 posting for Revenue Operations Analyst.

Eight postings. All related to outbound sales.

I showed this to Marek.

„See the pattern? Four months ago they started building an outbound machine. They hired the head. Then the team. Then operations. They knew that in 2-3 months they’d be ready to scale.”

Marek stared at the screen and slowly it dawned on him what just happened.

„I could have seen this 4 months ago?”

„Exactly. And you could have prepared.”

How to read job postings like a strategic map

OK, you know job postings are valuable. But how do you properly interpret them? Because it’s not like every posting means the same thing.

Let me show you with concrete examples.

When competitor hires: Growth Marketing Manager, Performance Marketing Lead, Paid Ads Specialist

What it means: They’re investing in paid acquisition. Getting ready to scale through paid channels. Probably have a product that works and want to pour more fuel into it.

What to do: If you’re in the same segment, prepare for increased ad costs in your niche. Consider whether your messaging stands out enough to not get lost in the noise.

When competitor hires: Enterprise Sales Manager, Key Account Manager, Strategic Account Executive

What it means: They’re moving upmarket. Targeting larger companies. Probably will raise prices or introduce new pricing tier for enterprise.

What to do: If your strategy relies on the same segment, know you’ll have new competition. If you target smaller companies, you might have an opportunity – competitor is leaving a gap you can fill.

When competitor hires: Product Marketing Manager, Customer Success Lead, Customer Education Specialist

What it means: They have retention problem. Or they’re preparing new product launch and need people to educate the market.

What to do: If retention is their weak point, use this in your messaging. Show how your product supports clients long-term. If they’re preparing new product, be ready for change in competitive landscape.

When competitor hires: SDR, BDR, Inside Sales, Sales Development Representative

What it means: They’re building outbound machine. Exactly what Marek saw (too late). 2-3 months after first recruitments they’ll be ready for aggressive campaign.

What to do: Prepare your sales team for responses to competitor cold outreach. Create comparison materials. Strengthen messaging that shows your unique advantages.

When competitor hires: Head of Engineering, Principal Engineer, Staff Engineer

What it means: They’re preparing for major technical project. Maybe platform rebuild. Maybe completely new product. Maybe integrations with ecosystem.

What to do: Watch their roadmap and product communication. In 6-12 months you might be dealing with completely different competitor technically.

When competitor hires: Data Scientist, ML Engineer, AI Research Lead

What it means: They’re investing in AI/ML. Either want to improve product with intelligent features, or preparing for major change in how product works.

What to do: Assess whether AI is real advantage in your industry or just buzzword. If it’s the former, you need to start thinking about your investments in this direction.

How Tom got a quarter ahead of competition

Let me tell you another story. Tom runs marketing at company offering HR software for mid-sized companies.

He came to me for consultation with question about content strategy. But before we started talking about content, I asked him:

„When’s the last time you checked who your competition is hiring?”

„Never really. What for?”

We spent an hour reviewing postings from three main competitors.

At first one we found: 2 postings for Customer Success Manager, 1 for Implementation Specialist, 1 for Customer Education Lead. All within last 6 weeks.

„What do you see?” I asked.

Tom thought. „Implementation problems? Or with keeping clients?”

„Exactly. Or both. What does this tell you about their weak point?”

And then the light bulb went on.

Over the next two weeks Tom created series of case studies showing how his company conducts implementations. Implementation time. Support at every stage. Client retention after 12 months.

He updated landing page. Added section „Why our clients stay with us for years”.

Created remarketing campaign for people who visited competitor pages (you can do this through similar targeting).

When three months later competitor started aggressively communicating „improved client support” and „new client success program”, Tom just smiled.

„I was already there. My messaging was in market for 3 months. When they started talking about support, we were already perceived as leaders in this area.”

System you can implement in 30 minutes

OK, theory is theory. But how to implement this? I’ll give you concrete process.

Step one: Make list of 5-7 competitors worth tracking.

Not all. Those who operate at similar level or level higher. Those you can learn something from or who might attack your segment.

Step two: Set up simple tracking table.

Can be in Google Sheets, Notion, Airtable – whatever you use. Columns:

• Competitor
• Check date
• Position
• Department (Sales, Marketing, Product, Engineering, Customer Success, Operations)
• Link to posting
• My conclusions

Step three: Check competitor LinkedIn Careers once every 2 weeks.

Go to company profile on LinkedIn → „Jobs” tab → Save all new postings to table. 10 minutes per competitor, 60-70 minutes every two weeks for whole list.

Step four: Do monthly review and draw conclusions.

Look for trends. Did one competitor suddenly start mass hiring in some department? Are several competitors looking for similar roles? This might mean market trend, not just one company’s move.

Step five: Make decision.

Every insight is worthless without action. After each review ask yourself: What does this mean for our strategy? What should I change, prepare, strengthen?

What you WON’T see in job postings

To give you full picture, I need to be honest with you. Job postings won’t tell you everything.

You won’t see headhunter recruitment. Many senior roles are filled quietly, without public postings.

You won’t see motivation. You see they’re hiring 5 SDRs, but don’t know if it’s because they’re scaling or because they have 50% team turnover.

You won’t see timeline. Posting can hang for months and not get filled. Or can be filled next day.

You won’t see priorities. If company publishes 20 postings at once, hard to tell what’s most important.

That’s why I treat job postings as one element of bigger picture. I combine them with other signals: social media activity, website changes, new product features, press releases.

But standalone? Job postings are one of the purest sources of information about competitor strategy you have at your disposal.

What Marek did after our conversation

Back to Marek. Remember – he called me upset because competitor surprised him.

After our conversation he implemented tracking system. First for main competitor. Then expanded to four more.

Two months later he called with different energy.

„Tommy, I found something. Competitor X started mass hiring in customer success. Four postings in a month. But at same time they fired Head of Growth.”

„What do you conclude from this?”

„That they have retention problem and trying to put out fire. At same time cutting spending on acquiring new clients. Maybe cash flow? Maybe results aren’t what they say?”

I don’t know if his analysis was 100% accurate. But I know Marek started thinking strategically about competition instead of just reacting to their moves.

Half year later he called again.

„Remember that competitor building outbound machine? Second one in a row is starting to do the same. Four SDR postings in last month.”

„And?”

„And this time I’m ready. Messaging updated. Sales team trained. Comparison content ready. Waiting for them.”

This is the difference between reactive and proactive approach to competition.

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What Next?

You now have two options.

Option A: You implement this yourself. You have framework, you have method, you have examples. This is solid foundation that can already change your campaign results.

Option B: You want to go deeper.

Because what you read is basic version. Foundation. In practice research is much more – purchase path analysis, touchpoint mapping, Jobs To Be Done segmentation, deep competitor communication analysis, message-market fit testing.

Companies that do this more thoroughly get better results. Not 10-20% better. 100-200% better.

If you feel your campaigns could work better, but don’t know where the problem is – let’s talk.

15 minutes. Specifically about your situation. I’ll tell you honestly if I see potential and if audit even makes sense.

→ Choose time in calendar: labroi.co/rozmowa

No commitment. No sales. If after conversation you decide you can handle it yourself – great. At least you’ll know where to start.

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Tom Piskorski Senior Marketing Campaign & Analytics Specialist 13+ years experience in Google Ads, Meta Ads and LinkedIn Ads campaigns for B2B companies across Europe. Managed budgets exceeding €500,000 monthly for over 100 clients.