Why The Best Job Applicants Are Asking About Competitors

Job applicants used to only care about...

• benefits

• compensation

• company culture

But today, many SaaS applicants are looking for something else: winnability
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They really, really want their company to win.
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Because being associated with a winning company means...

• job stability

• respect from peers

• higher chance of a large payout

This is why it's important for recruiters + hiring teams to be aware of their company's competitive differentiation.
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Especially in this economy, with many "fast-growing startups" needing to pivot strategies, applicants are wondering,
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"How viable is this business in the long-term?"
"What does this company's competition look like?"
"How will they win?"

And it's not just senior executives asking these questions. I shared these thoughts on LI recently and got this insightful comment from Jacob:

Hiring teams & recruiters that know how to answer these questions will sign more preferred candidates—and will be better positioned over the coming years to win.

Have your candidates been asking more about competitors?

How To Build a Media Company For Your SaaS Business

I recently sat down with Will Aitken, the face of Sales Feed. If you're on TikTok or LinkedIn, you've probably seen their videos.

Something Will said that jumped out to me: Sales Feed creates a deep emotional connection with Vidyard customers that results in strong retention and expansion opportunities.

He's heard this directly from Vidyard customers. When they're comparing Vidyard against competitors, many will opt to choose Vidyard because Sales Feed's content resonates with them.

We talked more about that + how Sales Feed went from 0 to 90k+ followers on TikTok in 1.5 years, how they track success, and more.

What’s Happening Now

• Microsoft took a shot at Google and announced plans to integrate OpenAI's ChatGPT with Bing Search. More here.​

• One of TikTok's competitive strategies: grab a larger share of the digital ads market. How? Offer cheaper ad rates compared to Twitter, Snap, and Instagram. More here.​

• Netflix shared how their new ad-supported tier is being received—a plan that undercuts Disney+'s equivalent tier by $1. In short, they're hearing that their ad prices are high and advertisers aren't sure if the environment is "premium" enough. More here. (kudos to Fiona Finn for sharing this with me)

Advice From The Community

• Farhan sparked a conversation around optimizing call recording tools like Gong and Chorus for Competitive Intel.

• Federico built and shared a new tool that gives you a list of your best competitive keywords. It's called the Competitive Keyword Generator.

• Curious how folks are approaching OKRs and KPIs for their Competitive Intel programs? Here's what the community had to say.

Still there? How'd I do? Thanks for reading the first edition of the Healthy Competition newsletter :-)

Reply back and say "hi." I'll respond to each one!

-Andy