Case study

How Built In Helped Shapeways Earn 4.5x the Clicks-to-Apply Than Competing Platform

Shapeways: 3D printing leader in the B2B space.

New York, NY

Location

Founded In
Partner Since

5

Hires from Built In in 2019

The Challenge

Since its 2007 launch, 3D printing company Shapeways had served mostly B2C customers, printing 3D items from uploaded plans. But when Ricky Tiscareno joined Shapeways in 2018 as director of talent acquisition, the company was in the throes of a reinvention — a shift to serve the B2B space primarily.

 

Tiscareno would need to fill cross-functional roles, while simultaneously helping candidates understand the repositioning. “The other challenge was, with so many tech companies in New York City, how can we set ourselves apart? Part of that is telling unique stories about what we’re doing and the impact we’re having in the world.”

 

Having heard Built In success stories from peers at other companies, Tiscareno felt convinced that Built In was the right partner. “I just had to convince my team that the intellectually curious people we want to hire are the same people on Built In. Once I did that, it was a no brainer.”

When Built In tells stories, it feels more real, and that gives it credibility. We’ve been able to showcase our tech team, leadership and even how we’re building collaboration. The variety sets Built In apart.”

Ricky Tiscareno

Director of Talent Acquisition

The Solution

Shapeways has been featured in 14 articles in all. In 2019, content featured leaders who led the repositioning, including a new CEO and director of engineering. “It was a way to announce to talented professionals that a lot of exciting change was happening — and that Shapeways has invested in great leadership,” he says.

 

Tiscareno says that his company’s spot on Built In’s 100 Best Places to Work in New York — an honor he has added to his email signature line — gives Shapeways a credibility boost. He also values the depth of Built In’s content.

 

“Other content platforms feel generic,” he says. “When Built In tells stories, it feels more real, and that gives it credibility. We’ve been able to showcase our tech team, leadership and even how we’re building collaboration. The variety sets Built In apart.”

The Results

As Shapeways’ participation in content deepened through 2019, notable spikes in views coincided with the publication of a roundup and an engineering leadership story, respectively. In February, article and profile views hit 2,800 and jumped to 4,408 in August. Shapeways hired five Built In applicants: a controller, senior marketer, accountant, sales rep and engineer.

 

“Built In is definitely one of our top sources of hires,” says Tiscareno. “It’s just a higher caliber of applicants. People on Built In spend the time to research what we’re about, which means they have a thirst for knowledge — and that’s what we look for in future employees.”

Article + Profile Views

2,800

in Q1 2019

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