This series of newsletters will cover Recruiting, Retaining and Developing the B2B media team. We'll begin with Recruiting:
Thanks to the company executives who took the time to give details of their strategies for recruitment, retaining and developing their teams!
GIE Media, Rodman Media, CCI Media, WATT Global Media, Architect's Newspaper, Farm Journal, Group C Media, KHL Group, FMA, Questex, Simplify Compliance and Informa.
This is a summary of the executives' input. The full report is available by emailing ksimonsen@mediagrowth.com.
B2B media companies are employing a range of traditional and innovative strategies to improve recruiting processes. Despite variations in execution, several core principles and shared priorities are evident across
organizations:
1. Balancing Tradition with Innovation
Most companies still rely on traditional recruiting platforms like LinkedIn, Monster, and other dot-com hiring sites. However, many have acknowledged the declining effectiveness of generic platforms
like LinkedIn and are increasingly turning to:
- Personality profiling tools (e.g., Culture Index) to better match candidates with specific roles and tailor communication styles during interviews.
- Referral bonuses to
leverage internal networks and incentivize employees to recommend quality candidates.
- Industry-specific outreach and job boards, helping attract candidates with specialized knowledge.
2. Emphasis on Cultural Fit and Long-Term
Success
A major theme across organizations is the desire to "hire right" rather than hire fast. While this may require a longer initial process, it is viewed as an investment that reduces long-term risk. Common practices include:
- Structured, multi-step interview processes involving several team members and requiring consensus-based approval.
- Prioritization of cultural alignment over mere skillset match to ensure smooth integration and minimize turnover.
- Clear
internal criteria for evaluating candidates, often tailored by role or team dynamic.
3. Communication and Personalization in Hiring
- Recognizing that not everyone communicates or
processes information the same way, some companies are making efforts to adapt communication styles based on personality insights. This helps create stronger alignment during the hiring process and better engagement post-hire.
- Interviewers are increasingly encouraged to tailor how they present information or ask questions.
- Personality profiles are being used not only to prioritize interviews but also to guide communication strategies.
4. Structured and Supportive Onboarding
Once a candidate is
hired, companies are putting more structure into the onboarding process to ensure early success. These efforts often include:
- 90-day plans that provide a week-by-week breakdown of expectations.
- Scheduled introductory
meetings with team members to build relationships quickly.
- Regular check-ins and performance reviews, including formal 90-day reviews and annual evaluations tied to compensation planning.
5. Remote and Distributed Team
Adaptability
With teams often spread across multiple states or working virtually, hiring and onboarding practices have evolved to fit a remote-first or hybrid reality. Key adaptations include:
- Use of video conferencing for
interviews where in-person meetings aren’t feasible.
- Prioritization of candidates in states with existing employee presence, facilitating smoother integration.
- Conscious efforts to build a nurturing and trust-based remote culture, especially during the
onboarding phase.
6. Central Role of Company Values
Across the board, companies emphasize that recruitment and hiring should reflect and reinforce core company values—such as collaboration, transparency, curiosity, and growth. These values are
often shared publicly, highlighted in internal communications like town halls, and used as a filter for candidate selection.
Conclusion
Successful recruitment and retention in B2B media companies hinges on a combination of structured processes, cultural
alignment, and personalized communication. From using personality data to inform interviews, to building trust in remote teams and focusing on long-term fit over short-term convenience, these organizations are refining hiring practices that support both individual and organizational growth.
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