— THE CHALLENGE
ZipRecruiter became the exclusive sponsor of the hit NPR podcast Serial. Only one commercial per episode. So we made it count.
We created "The Road to Hired," a series of stories about the most unusual hires in America: Mud loggers, Directors of Fun, Flying Car Designers.
But we had to find them. So, I created a system to analyze internal job data, researched emerging roles, and tracked down the companies behind the most unexpected jobs we could find. Then expanded the campaign across all channels.
— THE EXECUTION
What started as a single sponsorship became a scalable storytelling platform, with one exclusive, story-driven segment integrated into each episode of Serial.
We extended the platform beyond audio with a multi-city YouTube video series featuring the same employers.
We launched vanity landing pages and co-branded social content to deepen engagement.
We transformed the segments into evergreen performance assets that powered radio, podcast, TV, and paid social campaigns for years.
— THE IMPACT
“One podcast sponsorship turned into a full 360° storytelling platform.”
Audience reaction