How does one marketer juggle multiple brands, drive massive growth, wrangle PR buzz, and still find time to dominate social media? Matt Charney, marketing leader for Recruiter.com and its associated brands, recently joined Stephen Lowisz on the GTM Secrets podcast and delivered a masterclass on marketing in high-pressure environments.

Matt’s candid wisdom is pure gold for marketers trying to cut through the noise, stretch limited resources, and still make a significant impact. More than buzzwords, he offers actionable strategies that have propelled his brands forward—even with a lean marketing operation.  

We’ve unpacked the best moments of his conversation into a detailed, tactical guide to help you hone an unstoppable marketing approach.  

1. Build a Magnetic Personal Brand on Social Media  

Matt’s social media presence didn’t materialize overnight. It’s the result of consistent, intentional effort. Over the years, he’s carved out a space where his influence isn’t just measured in numbers but in meaningful interactions that drive real business results. Wondering how you can do the same?  

Identify Industry Gatekeepers and Build Relationships  

When Matt stepped into social media, he didn’t aim to become an influencer right away. Instead, he focused on engaging with the 25 most impactful influencers in his field (recruiting and HR tech). His primary approach wasn’t to sell but to add value by amplifying their voices, sharing their content, and offering collaboration.  

How You Can Start Today:  

• Do your homework: Select 15–20 relevant industry thought leaders. Use tools like LinkedIn’s “People Also Viewed” feature, or platforms like SparkToro to analyze who your audience follows.  
• Engage with purpose: Comment on their posts with meaningful insights, share their content with a unique spin, or DM them to offer help with a project.  

Pro Tip: Over time, these engagements create familiarity. Influencers are far more likely to amplify your brand if they see you consistently showing up for them.  

Stop Broadcasting and Start Connecting  

Most brands use social media as a megaphone for company updates—and Matt is adamant that this approach doesn’t work. Instead, he focuses on content that provides value, builds trust, and resonates with his audience’s challenges.  

How You Can Stand Out:  

• Avoid jargon and corporate-speak; write as if you’re speaking to a colleague over coffee.  
• Share practical advice, behind-the-scenes perspectives, or hot takes on industry news to position yourself as a trusted voice.  
• Treat your personal brand like an asset—for example, become known for consistently offering the most up-to-date solutions for your niche’s challenges.  

Be Patient—Virality Is Not the Goal  

When asked how his LinkedIn following soared to over 200,000, Matt credited patience and consistency over viral moments. Building influence happens incrementally, one valuable post at a time.  

Tactical Steps for Daily Impact:  

• Set a posting schedule (e.g., 3–4 times per week on LinkedIn) and stick to it.  
• Repurpose content across platforms. A well-thought-out LinkedIn post can also become a Twitter thread or Reddit discussion.  
• Track engagement using LinkedIn Analytics to identify which types of posts resonate best with your audience. Double down on what works.  

Cultivate Community on Multiple Platforms  

Matt doesn’t limit himself to one channel. While LinkedIn gave him traction in B2B, he also leverages X (formerly Twitter) for its immediacy and conversational potential.  

Pro Tip: Experiment with different platforms. For instance, engage in LinkedIn groups, participate in Twitter Spaces, or host live Q&A sessions. Each platform engages audiences differently, so find what aligns with your style.  

2. Leverage PR to Drive Authority and Buzz  

Matt’s explosive PR wins underline a simple truth—brand awareness is PR’s greatest currency, but it doesn’t happen by luck. Instead, it’s a mix of timing, relationships, and storytelling.  

Focus on Stories That Demand Attention  

Forget boring announcements or cookie-cutter press releases. Matt learned that strong media coverage comes from identifying what’s truly intriguing about your business. Whether it’s an unconventional acquisition strategy or a bold move into a new space (like Recruiter.com’s rumored TikTok aspirations), the media thrives on compelling narratives.  

Actionable PR Strategies:  

• Start with a compelling “hook.” Why should your company’s story matter? Does it disrupt industry norms, answer a pressing question, or challenge the status quo?  
• Craft pitches that journalists actually want. Instead of sending your 10th generic AI story, position yourself as a contrarian voice offering unconventional insights.  
• Invest time in storytelling. Instead of just announcing your latest product, weave in the “why” and “what it means” for potential customers.  

Cultivate Media Relationships  

Matt doesn’t rely solely on press releases. Instead, he spends time establishing relationships with reporters, turning brand milestones into exclusive stories that major outlets cover.  

How You Can Build Your Media Network:  

• Seek out reporters who’ve covered similar topics in the past and connect with them on LinkedIn or Twitter. Engage with their stories to build rapport before pitching your own.  
• Be responsive. When reporters reach out for clarification or context, prioritize their requests to establish reliability.  
• Offer exclusives. Journalists value accuracy and unique angles—if you can deliver both, they’ll come back.  

Turn Negative PR into Opportunities  

Even crises can create moments of connection. Matt’s handling of Bench Accounting’s acquisition—despite its ties to bankruptcy headlines—turned potential liabilities into opportunities for visibility.  

Tactic:  

• Don’t dodge the story. Be transparent and address concerns directly to position your company as a problem-solver in the situation.  

3. Manage Multiple Brands Without Losing Focus  

How does Matt steer several brands while being a solo marketer? By cutting out the fluff and laser-focusing on what truly drives value.  

Prioritize Ruthlessly  

Matt doesn’t waste precious hours chasing tasks that don’t move the needle—like overproduced landing pages or overcomplicated lead scoring. Instead, he focuses on areas with the highest ROI.  

How to Streamline Your Priorities:  

• Identify 2–3 key drivers of growth (e.g., thought leadership, PR, and customer retention). Dedicate 80% of your resources there.  
• Create a “don’t list.” For instance, skip non-impactful tasks like obsessively posting on low-performing social platforms.  

Put Customers Before Prospects  

Matt spends much of his energy on high-touch communication with existing customers. Why? Because happy customers spark organic growth through word-of-mouth.  

Customer-Centric Tactics:  

• Reach out personally post-purchase to gauge early feedback.  
• Offer free training resources or webinars to deepen success with your product/service.  
• Use customer insights to fuel your content strategy—what questions are they asking that you can preemptively answer?  

4. Differentiate or Disappear  

Matt’s approach is rooted in the belief that differentiation isn’t optional; it’s essential. If you look, sound, and act like everyone else, good luck standing out.  

Break Away from Dated Industry Norms  

One of Matt’s biggest wins stems from ignoring the typical B2B trends. Instead of expanding on buzzwords like AI or “future of work,” he digs into what operators on the ground actually need.  

How Marketers Can Do the Same:  

• Conduct live surveys on social platforms to identify immediate audience concerns.  
• Use niche forums like Reddit or Slack communities related to your industry to uncover raw, unfiltered opinions.  

Be Bold, Be Different  

For Matt, sticking to safe marketing practices is akin to fading into irrelevance.  

Tactics You Can Try:  

• Run a daring experiment, like leveraging satire in your content or creating unexpected partnerships.  
• Shake up your formats. Instead of another blog post, launch a “no-fluff” video explainer aimed squarely at busting myths.  

5. Make Room for Agility and Creativity  

Matt credits much of his success to the autonomy his role affords. Without layers of approval or micromanagement, he can iterate rapidly on ideas and take experimental risks.  

How You Can Build Agility Within Your Role:  

• Simplify processes. Skip lengthy approvals for low-stakes campaigns.  
• Track performance in real-time and iterate quickly based on results.  

Final Takeaway  

Matt Charney isn’t just surviving the chaos of modern marketing—he’s thriving in it. His formula? Authentic relationships, differentiated storytelling, and a relentless focus on simplicity and impact over fluff.  

If you’re staring at an overwhelming to-do list or struggling to stand out, take this reminder to heart: Sometimes, the simplest moves—building trust, focusing on core growth drivers, and zigging instead of zagging—can yield the biggest results.  

Time to ditch the noise and embrace tactical, focused marketing. What’s your first move going to be?  

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