Hey — It’s Nico.

This is Behind Tactics 🧠, the Failory newsletter where I share the strategies behind the best startups.

In this issue:

• Many startups have been creating challenges on social media to recruit new talent.

• This strategy allows them to reach more candidates and assess their skills in real-time.

• By turning recruitment into a public challenge, startups can boost engagement and create buzz around their brand.

• However, the approach may not attract every candidate, and there are risks like low conversion rates and potential mismatches.

Let’s get into it.

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The Strategy

Recruitment Hackathons

Everyone always says hiring the right people is the most important thing for any startup. However, any founder knows that hiring is usually a frustrating process. You put out a job post, sift through resumes, and try to guess if someone’s the right fit based on a couple of interviews. It’s a process that can drag on, and sometimes, it just doesn’t feel like you’re getting to know the real candidate.

However, some startups have found a more creative and effective way to attract and evaluate talent: turning job applications into social media challenges.

Look at this example from Dhruv Bindra:

It’s nothing super unique—companies have been introducing tasks to their recruitment processes for a long time.

But when a founder posts it as a challenge on Twitter, it has an entirely different vibe. Suddenly, what many developers would consider an annoying part of the recruitment process becomes a fun, competitive challenge where you go head-to-head with others in real time.

This approach flips the typical job application on its head. Instead of candidates quietly sending in their resumes and hoping for the best, they’re now engaging with the task in a public arena.

It’s a bit like a hackathon but with a job offer on the line. The task isn’t just about proving you have the skills; it’s about showing you can think on your feet and handle the pressure of real-time competition. And for startups, where agility and quick thinking are key, this is gold.

Viral Job Posts

The social media aspect also adds an element of virality. When founders post these challenges on platforms like Twitter or LinkedIn, they’re not just reaching potential candidates—they’re reaching entire networks.

As people share, comment, and engage with the post, it gains momentum, drawing on a broader audience than a traditional job ad ever could. 

Look at this challenge posted on Twitter by Pat Walls.

This post got over 90K views and a lot of interaction. There were even developers completing the challenge who were not interested in the position but just wanted to participate.

And there’s more to it than just the numbers. This method also sends a message about the company culture. A startup willing to turn recruitment into a public challenge values transparency, innovation, and a bit of competitive spirit. It shows that the company isn’t afraid to do things differently, which can be a big draw for top talent tired of the same old recruitment processes.

For the candidates, these challenges are a chance to stand out. Instead of being just another resume in a stack, they’re now part of a live event where their skills are on full display. It’s an opportunity to make a strong impression and potentially connect with other like-minded professionals who are also participating.

Should I?

Why This Works

• Increased Engagement: Turning the application process into a challenge naturally increases candidate engagement. It’s more interactive and exciting than the traditional process, motivating candidates to put in their best effort.

• Viral Potential: Posting challenges on social media platforms like Twitter and LinkedIn can generate significant buzz. As the challenge is shared, it reaches a broader audience, increasing the pool of applicants and enhancing the company’s visibility.

• Efficient Screening: By focusing on a specific task related to the job, startups can quickly identify the most capable candidates, reducing the time spent on initial screening and interviews.

• Brand Awareness: Even if someone doesn’t apply, the challenge itself serves as a form of marketing for the company. It positions the startup as innovative and forward-thinking, which can attract future talent and customers.

• Cost-Effective: This method can be more cost-effective than traditional recruitment channels. The viral nature of social media can provide extensive reach without the need for recruitment agencies.

How to Apply It

• Design a Challenge That Reflects Real Startup Problems: Instead of generic tasks, create a challenge that mimics your startup's real issues. This not only tests candidates' relevant skills but also gives them a sense of what working at your startup will actually be like.

• Add a Competitive Element: Encourage candidates to showcase their results publicly or even engage in friendly competition by having them present their solutions on a live stream or in a public forum. This can add excitement and attract more participants.

• Create a Sense of Urgency: Encourage quick participation by setting a deadline for submissions. This can generate excitement and a sense of competition, driving more candidates to participate.

• Create a Narrative Around the Challenge: Instead of presenting it as just a task, make a narrative that ties into your company’s mission or a current project. This makes the challenge more engaging and gives candidates a clearer picture of what it’s like to work at your startup.

Yes, But

• Risk of Alienating Top Talent: Some highly qualified candidates may prefer traditional, private recruitment processes and might be put off by the public nature of social media challenges. This could result in missing out on top talent who don’t want to participate in a public competition.

• Mismatch Between Challenge and Role: If the challenge is not well-aligned with the actual responsibilities of the job, it might attract candidates who excel in the challenge but are not necessarily the best fit for the day-to-day work. This can lead to hiring mismatches and turnover.

• Viral Potential Isn’t Guaranteed: While the idea is to create a buzz, not all challenges will go viral. Without the expected virality, the challenge might not reach a wide audience, resulting in fewer applications and less visibility for the startup.

• Overemphasis on Performance: Candidates might perform well in the challenge due to the competitive setting but might not maintain the same level of performance in a regular work environment. The pressure of a public challenge could distort the true capabilities of a candidate.

• Difficulty Converting Interest to Commitment: Even if the challenge goes viral and attracts a lot of attention, converting that initial interest into actual job offers and long-term commitment can be challenging. The hype of the challenge might not translate into a sustained interest in the role or company.

Keep Learning

Others Playing It

Marc Lou has also tried this. He posted a challenge on Twitter to hire a video editor. The tweet got over 100K views and a lot of interaction.

Go Deeper

• Work trials are another popular method that startups use to refine their recruitment process and attract top-tier talent.

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That’s all for this edition.

Cheers,

Nico