Most hiring platforms talking to job seekers face the same dilemma: sell the product or earn the trust first.

Tal had a sharp wedge. Job seekers in India are tired of applying into a void, going through AI screening and HR filters and getting rejection emails with no reason. Tal cuts all of that out and lets you talk straight to the founder or manager who is hiring.

The trouble is that no job seeker trusts another job platform just because it says so. They trust people who have already been through it.

So the brief was to build an audience that follows Tal before it needs a job. Ten pieces, thirty days, all live on Instagram.

The challenge: How do you build trust for a new hiring app with an audience that has heard every piece of career advice already, and do it in 30 days without it feeling like an ad?

The solution: Two content IPs built around what job seekers actually talk about on Reddit and X. Stop The Boss and How'd You Get This Job? are walk-up street interviews in Bangalore with founders, hiring managers and people who were hired recently. Regret To Inform and Open To Work are honest stories about rejection without a reason, the loneliness of a new city, and what a job hunter's day really looks like. We owned the research, scripting, casting, shoots and post, and shared every piece for approval five days before it went live.

The positioning: Tal isn't another job board. It's the app where the person hiring talks to you directly, and every piece ends by making that the obvious answer.

This is how you launch a hiring app without sounding like one.