How Talentful helped Asana make 49 hires in six months


hires made in six months


saved vs. agency model


days Time to Hire

When we initially engaged with Talentful I was unaware of them as a provider and had the assumption that it was almost as an agency partnership. I can 100% say they have well-exceeded expectations. Our Talent Partner has not only integrated seamlessly into the team but she has added a huge amount of value to our end-to-end hiring process and ability to hit our goals.

Katie Quinn
Head of Talent Acquisition EMEA

Headquartered in San Francisco, Asana offers a collaboration management tool that enables teams to effectively organize, track, and manage their work. It provides a framework for communication and collaboration between teams without relying on email. Founded in 2008, the company has raised over $453 million dollars in funding over 13 rounds. The business IPO’d in September 2020 and is now valued at $5.5 billion dollars.

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The challenge

Talentful was brought on to support hiring for Asana’s Revenue organization as the company prepared for a massive 65% year-on-year growth.

At the time, Asana’s internal recruiters were stretched thin, and the team needed top-of-funnel support to boost pipelines in the GTM (go-to-market) space.

Growth was a key focus in both the US and EMEA, and headcount plans were front-loaded for Q1. Asana’s team was not resourced effectively to hit future goals and needed extra support to ramp up hiring.

  • Balancing hiring fast with hiring top talent

  • Top-of-funnel support needed to boost pipelines

  • Improve candidate experience due to increased competition

The Solution

A team of full-cycle recruiters and candidate-focused sourcers were placed in-house with Asana’s team in the US and EMEA to boost hiring. After successfully hitting targets, Talentful’s partnership with Asana was extended to continue hiring and provide additional value-add training to the internal hiring team, including the following:

• Provide market insights to help Asana’s recruiters broaden their search strategies for hard-to-fill roles.

• Share recruitment metrics to help Asana manage its forecasting and hiring plans more effectively.

• Train Asana’s recruiters to successfully attract, engage and hire high-quality talent.

  • Provide market insights for hard-to-fill roles

  • Share recruitment metrics to help Asana manage its forecasting and hiring plans

  • Train Asana's recruiters to successfully hire high-quality talent

The results

Talentful successfully increased top-of-funnel activity for Asana’s Revenue organization. In six months, the talent partners hired 49 candidates and achieved an average Time to Hire of 37 days. 75% of hires made by Talentful were from outbound sourcing using LinkedIn InMails. The remaining hires resulted from Talentful supporting Asana with full-cycle roles in the US and EMEA. The team surpassed the initial goal set by Asana, saving the business over $1.1 million dollars in traditional agency fees with an effective rate of 6%.

Talentful’s experts also helped Asana’s recruitment team to rescope several hard-to-fill roles. The talent experts reviewed previous conversion rates for roles and discovered a 0.06% conversion from outreach to offers based on the original scope. After the rescope was approved and implemented by Talentful, it resulted in a 3733% growth in converting outreaches to offers or intended offers for the hard-to-fill roles.

  • 49 hires made in six months

  • $1,100,000 saved vs. agency model

  • 37 days Time to Hire