Morning Brew Taps HR Execs as Podcast Hosts in Unusual Creator Strategy
Morning Brew is expanding its podcast lineup with a new show, People Person, launching alongside its HR Brew franchise. What sets this podcast apart is who is hosting it: not a journalist or professional podcaster, but Kate noel, Morning Brew’s senior vice president of people operations.
This move is part of a larger trend at Morning Brew to leverage expertise from across the company, not just its editorial team. Per My Last Email, a career advice podcast launched in April 2024, is hosted by chief of staff Kyle Hagge and director of consumer revenue Kaila Lopez. According to morning Brew president Devin Emery, more podcasts featuring non-journalists are planned, with the intention of having team members from departments like sales lead content for their respective areas.
“We have Revenue Brew, so if we decide to do content for that, we would want someone from our sales team to be talent,” Emery said. “we are building out a mechanism that enables not just our journalists, but also our business-side folks, to be creators.”
While media companies are increasingly encouraging journalists to adopt influencer-like roles, Morning Brew’s approach is more unconventional, extending content creation responsibilities to its broader staff. The company believes tapping into the knowledge of its commercial teams will provide unique and valuable content for its audience.
The Rise of B2B Influencer Marketing and Talent Acquisition
B2B influencer marketing is evolving beyond simple engagement metrics, focusing rather on establishing authority and driving tangible business results. Finding and cultivating the right talent is proving crucial for success in this space, with companies like Morning Brew prioritizing internal recruitment to ensure cultural alignment and maximize impact.
Traditional influencer marketing often prioritizes metrics like likes, comments, and shares. However, in the B2B world, these vanity metrics are less important. as Liederman stated, “In typical influencer marketing, engagement is at the top. With B2B marketing, what moves the needle is showing that you have authority.” The focus is on demonstrating expertise and building trust with a professional audience, ultimately influencing purchasing decisions.
Defining B2B Influencer Content
Not all content creation qualifies as B2B marketing. Morning Brew distinguishes between content designed to capture attention and content directly promoting a service or product. According to Emery, platforms like People Person and Per My Last Email, while prosperous in gaining an audience, are not considered B2B marketing because they don’t directly sell a service; they focus solely on attention capture.
The Importance of Talent Acquisition
Irrespective of whether the content is marketing or editorial, attracting and retaining the right talent is paramount. Morning Brew has adopted a strategy of primarily recruiting talent internally. This approach is driven by the benefits of a strong culture fit and a lower initial investment compared to external hires. While open to external recruitment, the company prioritizes identifying and developing talent already within its organization.
Cultivating Internal Stars
the value of a strong personality and memorable presence is also key.Noel, a five-year veteran of Morning Brew, is described by Josh Kaplan, founder of Smooth Media and a former Morning Brew employee, as “electric-somebody you remember meeting.” This highlights the importance of finding individuals who can connect with an audience on a personal level and build lasting relationships.
The Challenge of Finding B2B Creators
Finding qualified B2B creators is a significant challenge. Kaplan emphasizes, “It’s hard to find good talent in the world of B2B creators.” This scarcity underscores the need for companies to invest in identifying,nurturing,and retaining individuals with the expertise and personality to succeed in this evolving marketing landscape.