BrightHire’s Long Game: Building a Category Without Rushing to Revenue

BrightHire’s Long Game: Building a Category Without Rushing to Revenue

Most startups face constant pressure to drive revenue growth. But in a recent episode of Category Visionaries, BrightHire CEO Ben Sesser revealed a different approach: prioritizing category establishment over short-term revenue gains.

The Mission-First Mindset

BrightHire’s strategy stems from a deep conviction about their mission. As Ben explains: “Our mission is to give everyone the hiring experience they deserve… We truly believe that there’s an opportunity for us to transform the way hiring works forever.”

This mission-driven approach enables longer-term thinking. “We’re very lucky in that this opportunity sits in the middle of a Venn diagram. That’s like a big opportunity that has a real mission to it that I’m inspired by personally. Right? There’s lots of big opportunities that I’m not inspired by. There’s a lot of missions that aren’t big opportunities, but I truly believe that we sit in the middle of that Venn diagram.”

Investing in Community Over Commerce

One of BrightHire’s most significant long-term investments has been their Shine community. Rather than using it as a sales channel, they’ve kept it deliberately non-commercial. Ben notes: “We don’t use it for commercial purposes. We don’t advertise and talk about BrightHire in there. It’s really a separate space for the Ta professional.”

This approach stems from recognizing an unmet need: “It kind of became evident almost in a surprising way over the first year, maybe a year and a half of our business, that talent folks didn’t have great communities to the level we would expect to just simply share best practices.”

Measuring Success Beyond Revenue

Instead of focusing solely on revenue metrics, BrightHire measures impact through adoption and transformation. As Ben shares: “Today, we’ve done that for thousands and thousands of individuals. Those are folks that have been interviewed and hired after being interviewed on BrightHire and so forth. And over five years, we’d love to get that to the million mark.”

The Customer Success Priority

BrightHire recognized early that category creation depends more on customer success than marketing. Ben emphasizes: “No amount of marketing is going to create a category. What’s going to create a category is extremely happy customers telling their peers how great something is, and more people adopting it such that it hits a tipping point and goes to that sort of classic adoption curve.”

Early Investment in Market Education

Rather than pushing for quick sales, BrightHire invested heavily in market education. They studied successful category creators like Gainsight, who “built a really strong community in customer success, which was kind of nascent at the time. They did a tremendous amount of education and content development around best practices to codify what great looks like in customer success and create thought leadership.”

The Sales Evolution

This long-term mindset extends to their sales approach. Instead of pushing for quick closes, they focus on deeper discovery: “If we are bringing a slightly different, newer version of something that people are already using today with existing budget, we would be having much more of a features, functionality, and pricing conversation… But for us, there’s a lot more discovery and then there’s a lot more conversation that we have where we’re connecting the value our product delivers back to pain.”

Acknowledging the Challenge

Ben is transparent about the difficulties of this approach: “Category creation is definitely always a challenge, even if the rewards are great. You’re educating the market on a new, better way to work. So it takes a lot of time and it’s always a work in progress.”

For founders considering a similar path, BrightHire’s experience offers several key insights:

• Mission alignment enables longer-term thinking
• Community building pays dividends beyond immediate revenue
• Customer success drives category creation more than marketing
• Deep market education is essential for long-term success
• Sales processes must prioritize discovery over closing

The path to category leadership isn’t always the fastest route to revenue. Sometimes, as BrightHire demonstrates, playing the long game is the surest path to lasting impact.