Case study

Growth UX:
Reaching talent
with $0 spend

In Guesty’s early stages, an HR recruiter shared a major challenge: the market was intensely competitive, and tech giants were outbidding us with far larger recruitment budgets

Guesty’s Tel Aviv office building

The untapped advantage

That brief stuck with me, driving me to find a strategic way to cut through the noise without a massive spend

I realized our Tel Aviv office sat directly above prime tech hub cafes and restaurants packed daily with developers and product managers. Top engineering talent was gathering downstairs for coffee and lunch every day, completely unaware of the opportunity upstairs

Solution

The Wi Fi
Talent Magnet

Instead of competing with massive ad spend, I turned our physical location into an active recruitment channel. I asked to update our Wi Fi network name to ‘Guesty is hiring! Join us!’

Every time a candidate below scanned for Wi Fi, Guesty popped up at the very top of their screen, seamlessly embedding our brand into their daily routine

A phone showing the Guesty is hiring Wi Fi network among nearby networks

Spotted in
the wild

A social media post showing the Guesty is hiring Wi Fi network and its community response