hi interest

LinkedIn is the obvious starting point for Workforce Tech, but it's no longer enough. In this episode, Coreyne and Marnie break down their six-platform framework, plus one experimental pick, for where B2B brands in HR tech, benefits, and SI advisory should actually publish, and what belongs on each. 

They cover LinkedIn's role as the long-tail credibility engine, Instagram as the people-behind-the-brand platform, YouTube as your reusable video library, TikTok as the master of the interest-media algorithm and the best bet for low-budget brands, Substack for editorial depth, and Spotify as a genuine relationship platform, not just audio. The wildcard: Snapchat, test it informally. 

They close with 2027 predictions: TikTok lives for HR tech, and recurring brand series where executives become the heroes. 

hi Interest is a podcast from partner.hi, the people-powered content strategy partner for Workforce Tech companies, hosted by co-founders Coreyne Woodman-Holoubek and Marnie Robbins. 

Where are you placing your bets for 2027? Let them know in the comments.

Brands are spending more on creators than ever, roughly $44B in the U.S. this year, and most still don't know how to make it work. In the first episode of hi Interest, Coreyne and Marnie argue the old playbook is gone: follower counts matter less in an interest-media world, one-off pilots and $100 offers push good creators away, and trust comes from a long-term bench of credible voices, not a campaign.

They get into the shift from social media to interest media, why hero storytelling no longer breaks through, and who owns a viral video an employee or creator shoots at your event when it lives on their personal LinkedIn. They question whether posting consistency still matters now that platforms are cracking down on AI slop, look at where buyers actually find brands (TikTok, YouTube, Substack, Spotify, even resale platforms like Vinted), and lay out what creators should price beyond a single post: usage rights, ad rights, perpetuity, and UGC.

hi Interest is a podcast from partner.hi, the people-powered content strategy partner for Workforce Tech companies, hosted by co-founders Coreyne Woodman-Holoubek and Marnie Robbins. Send questions for future episodes to [email or link], and come find us at HR Tech in Las Vegas, Oct 20–22.

Key takeaways

1. Follower count matters less than it used to: in interest media, a creator with a distinct point of view can reach a large audience overnight.
2. Offering creators $100 or a small pilot tells them you aren't committed, and even new creators read it as predatory.
3. Creator programs build trust over time, so a long-term bench of credible voices outperforms one-off campaigns.
4. Content an employee creates on their personal LinkedIn raises real ownership questions that most employment policies don't answer yet.
5. Creators should price usage rights, ad rights, and perpetuity separately from the content itself.

Questions this episode answers

• Should a Workforce Tech brand start with a creator pilot? No. Pilots don't produce measurable results on long B2B sales cycles, and they signal to creators that you're not committed.
• Does follower count still matter for B2B creators? Less than before. In interest media, a unique point of view travels further than audience size.
• Who owns a video an employee posts on their personal LinkedIn? It depends on the employment agreement, when it was made, and whether the employee is exempt or non-exempt. Most policies don't cover it yet.
• Do creators still need to post every day? Not necessarily. Consistency can mean weekly or monthly, as long as it's reliable and not propped up by AI filler.
• What should creators charge for beyond a post? Usage rights, ad rights, perpetual use, in-person appearances, and whether the work is UGC or influencer content.