How Toast Scaled Its Team With Built In

Toast’s first step was to get its brand in front of Boston’s tech professionals, and the company turned to Built In to do it. As part of the partnership, Toast was featured in three Employer Roundups—articles featuring several employers around a strategic recruitment topic— alongside other well-known Boston tech companies like ezCater and Rapid7. Soon, Boston tech professionals were associating Toast with these popular companies and, as a result, the company’s street credibility grew immensely. At the end of its first year of partnership, Toast had made 10 hires from Built In. 

Because of the success Toast was seeing from Built In, the company renewed its partnership for a second year. At this point, Toast was fairly well-known in the Boston tech community. The company revised its content strategy on Built In to emphasize higher-priority roles. Sales and engineering roles were Toast’s primary focus, but the company needed to hire across the board. With its overall hiring in mind, Toast participated in content pieces that showcased its company culture and unique perks. To attract engineers, however, the company used one of its allotted articles to highlight the engineering team and the unique projects they were working on. Toast also increased its investment with Built In to incorporate custom articles and photography. The company used this additional investment to target sales talent by featuring its VP of Sales along with three of the sales team members and providing candidates with an inside look into the sales team at Toast. The investment paid off, as Toast hired 19 people from Built In that year, almost half of which were sales and engineering hires. 

Now in the third year of partnership, Toast is still seeing great success from Built In. The company continues to invest further in custom content, highlighting its culture and values and providing candidates with an authentic lens into what it would be like to work at Toast. Some of the company’s latest investments have featured an article about Toast’s perspective on professional development, a video about its employees’ unique backgrounds, and an inside look into its engineering team culture via a “women in tech” Q&A. Year 3 has yielded even more success than the previous two years of partnership. Toast has made 24 hires from Built In over the last 10 months—with more to come.