hubspot recruitment case study

Case Study: HubSpot ATS (Applicant Tracking System) For Recruiters

Using HubSpot we created a custom Applicant Tracking System (ATS) that replaced three different systems (including one bespoke system) and migrated the data from the old systems into the HubSpot CRM. The team can now manage the entire hiring process end-to-end keeping track of all positions, candidates and applicants.

Case Study Categories:

Hubspot training.

• HubSpot Custom Integrations

HubSpot Applicant Tracking System for Recruitment

Because of JLM's unique hiring process a standard ATS didn't meet their needs. They had thoroughly investigated the HubSpot CRM and were confident it could be set up to manage their entire business process, but they soon realized the power, and complexity, required a HubSpot expert .

...Mike and the Webalite team were there to help us through every step. Their attention to detail and focus on what we needed to have in place was amazing.

Ultimately, the most important metric of a deployment like this is what the front end users say about the system once it's running. Our team has never been more excited, enthused and optimistic about where we're going, because HubSpot (with a LOT of Webalite's expertise) has simply made their jobs better and easier.

The team thinks I'm brilliant, but it was Mike and his team that made me look good. –Greg Habstritt

Hiring Process Documentation

To map the process we spent hours on Zoom, with the recruitment experts, and recorded the entire hiring process step-by-step. We ran through the candidates' journey with the team members that handled each part of the process so they could share their experiences (good and bad) with the previous legacy systems.

The hiring process was fully documented before a line of code was written.

HubSpot Custom Objects for Work Experience, Education and more

Because JLM has such an extensive list of candidates on their books the first step in the process is for the Sourcers to review existing candidates before recommending them to the hiring managers. The Sourcers could filter Work Experience, Education or Positions to find the skills they were looking for and then explore the candidates to see if there was a good fit, before assigning the applicant to the hiring manager. Sourcers could also see anyone that had shown interest in other similar jobs in the HubSpot CRM.

HubSpot's Custom Objects were used to create the relationships between Contacts, Positions and Companies.

HubSpot's Custom Objects (a HubSpot Enterprise feature) gave us the the ability to import the Work Experience, Education and Positions from the bespoke legacy system into HubSpot . The Work Experience, Education and Positions were linked to candidates.

Positions were created as a Custom Object and a custom Hiring Pipeline (similar to a Deal Pipeline or a Ticket Pipeline) was created to follow the Position through the application process. This made it easy for scheduling interviews, seeing any open positions at a glance and track progress.

Projects (a collection of Positions) also used Custom Objects so they could be tracked collectively and reported on using the Hiring Pipeline.

HubSpot CRM Card showing the Candidate Resumes

The central panel of the HubSpot CRM was customized to show a full Resume for the Candidates. This panel included all of the associated Custom Objects so the hiring managers could scan the CV the way you would normally read a CV, all on the Contact Record.

The HubSpot CRM was customized to show Skills, Work Experience and Education in the center panel.

Resume to PDF

During the hiring process a Candidate Profile is created and sent to the customer. The hiring manager decides which Work Experience, Education and Positions are relevant for the resume and the irrelevant items can be easily hidden from the Candidate Profile (resume) before it's output to a PDF.

The PDF is rendered with a Custom HubSpot Integration and then added to the HubSpot CRM in the Contact's File Attachments so the hiring manager can send the resumes to the customers.

The Resume is rendered to a PDF, using the HubSpot data, and saved as an attachment on the Contact record.

Migration to the HubSpot CRM

JLM had several years for data, from three different systems, all of which needed to be imported into the HubSpot CRM. With the help of their IT Department we were able to map the data and uses unique identifiers (which we also imported into HubSpot to refer back to the old systems until they were decommissioned).

After the migration to the HubSpot CRM it was easier than ever for a hiring manager to see a Candidates Education, Work Experience, any notes made during the interview process and their track record.

Data was mapped from legacy systems to HubSpot, validated and imported into HubSpot Objects.

The team was trained to use HubSpot , by the team at Webalite, in a Training HubSpot Portal with the Applicant Tracking System, separate from their live HubSpot Portal. This meant the hiring managers could safely run through the entire recruitment process without the system sending any automated emails. The training system also let them see the candidate experience.

This custom applicant tracking system was unique to the hiring process of JLM, it extensively used HubSpot's powerful customization available (especially to HubSpot Enterprise Customers). The ATS improved the candidate experience for the people looking for a new job. And, made it much easier for the hiring managers to streamline the process and focus on the candidates and the clients because automation had removed most of the mundane jobs.

We're really excited to see where we can take the company based on what HubSpot brings to the table for us. I am deeply grateful that there are some truly "good guys" in the HubSpot implementation world. If you are considering hiring a company to help you navigate the deep and wide waters of HubSpot, I absolutely IMPLORE you to interview Mike and his team. You'll be grateful you did. –Greg Habstritt

Your applicant tracking system may be simpler, maybe you just need to track job applicants – more of an inbound recruiting style – from jobs advertised on the careers page on your website. This case study demonstrates that anything is possible for your unique recruiting process with the excellent tools HubSpot offers.

Please contact Mike Eastwood to discuss what you need in your Applicant Tracking System (ATS) or any other Custom HubSpot Integration .

HubSpot for recruitment agencies .

Attract candidates & clients. offer value. convert..

The way we recruit and hire talent has changed. Today's recruiters need a growth strategy that forms relationships, nurtures candidates and clients through the employment cycle, and showcases what your recruitment agency has to offer.

What can a CRM help you achieve ?

The recruitment industry can leverage HubSpot's growth stack to convert more candidates and clients while establishing credibility. This can be achieved by:

• Generating meaningful traffic and understanding where the traffic is coming from.
• Segmenting audience groups by candidates and clients.
• Capturing traffic as leads.
• Improving efficiency amongst salespeople by communicating with higher-quality leads. 
• Keeping the conversation going by offering compelling content at the right time and channel. 

HubSpot for growing recruitment firms

Improve credibility as an agency.

Move beyond traditional sourcing methods. Start improving organic candidate and client generation when you have a complete view and can share educational content through personalised distribution methods.

Build a high-quality pipeline

Establish credibility and Increase engagement rates. Create a strategy using the HubSpot tools to power your team with a pipeline of candidates and clients that are interested in moving forward with a recruitment agency.

Segment candidates & clients

Build authentic relationships with your candidates and clients. Lists can be automatically populated to map candidates and clients according to specific criteria. Segmentation buys back time for your team and ensures you reach out at the right moment.

Create a single source of truth

HubSpot offers extensive integrations and APIs that ensure you can create a unified view of your candidates and clients directly in your CRM. As a result, you can deliver multi-channel experiences and track journeys, all from one unified platform.

Turbo-charge traffic, leads and qualification with inbound .

Lead generation for recruitment agencies.

Excessive outbound, poor candidate matches, and a limited client base can dilute your credibility as a recruitment agency. 

You need to attract hard-to-find candidates and clients, engage with them at scale, and delight each one at a personal level. 

Generating quality website traffic means shifting your content strategy from company content to high-value content for candidates and clients. You don’t want any lead coming to your website - you want traffic that is more likely to convert to candidates & clients. From there, recruitment agencies can leverage HubSpot to keep the conversation going and form relationships. 

Tailor the experience to each candidate and client

Messy data and manual list maintenance impact the value you can offer to candidates and clients. 

To harness the power of your website traffic, content must tailored to unique audience groups. But, in order to accomplish this, you first need a clean database where lists are updated themselves automatically.

With HubSpot, you can leverage automation to maintain an up-to-date database. This allows you to personalise communication at scale and serve content your audience wants to read, when they want it.

Building your recruitment agency flywheel

The Flywheel framework helps recruitment agencies focus on candidates' and clients' journeys, turning them into new applicants and customers and having them become brand champions for your agency.  Done right, you can improve the quality and quantity of your pipeline, reduce costs, and build a strong brand.

The attract phase focuses on attracting high-quality talent and clients. Here, you must earn attention through content marketing, conversion rate optimisation, SEO, and more.  

Enable candidates and clients to engage with your recruitment agency on their preferred timeline and communication channels. You should be nurturing relationships and sharing valuable content at the right time and place. 

Capture feedback, offer support and empower your candidates and clients to successfully reach their goals and improve their KPIs. 

What can HubSpot do for Recruitment Agencies

Recruitment agencies can benefit from using HubSpot by attracting more visitors, converting these visitors to potential candidates and clients and finally, matching candidates with clients and closing more clients.

Find out how in the free guide.

Your free guide is waiting for you

Who we’ve worked with.

Integrating your recruitment tech stack .

Case study: phaidon international.

Phaidon International needed an advanced CRM   and   data structure   that could provide accurate and actionable data. 

Phaidon International worked closely with us to optimise HubSpot and connect the CRM platform to Mercury. This helped facilitate growth by giving the company clarity on its data and processes as well as automating repetitive tasks.

Integrations we've done

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CRM RFP Template

Recruitment Agency's Guide to HubSpot

Delight candidates & clients, attract relevant, qualified and genuinely interested leads.

Recruitment is a hugely personal sector that relies on creative relationship building, effective lead management and a healthy dose of multi-tasking.

• Start The Conversation
• HubSpot Support
• HubSpot Onboarding
• CRM Migrations
• CRM Integrations
• Sales Enablement
• Sales & Marketing Alignment
• Website Development
• Marketing Advisory
• Customer Success
• Custom Reporting
• API Development
• Custom Development
• Solutions Architecture
• Our Process

From Bullhorn to HubSpot: Noto Group Upgrades ATS with Unlimited’s Expertise

In the bustling executive search and consultancy world, Noto Group faced challenges with its existing applicant tracking system (ATS). Their Bullhorn system fell short in providing critical functionalities—specifically, a precise and intuitive way of monitoring the duration of their projects at different stages.

Recognizing the issue's urgency, the dynamic team at Noto collaborated with Unlimited to create a bespoke solution tailored to their needs. The result? A cutting-edge, custom-built ATS within the HubSpot platform. This transformative shift allowed Noto’s cross-functional teams to work in unison. Now, every iota of executive search data resides within a singular platform, streamlining their operations. Updating clients has become incredibly straightforward, significantly enhancing efficiency and client communication. 

"As a firm, we're very excited to be able to move all of our processes to just one system and have one work tool, and so far, it's been incredibly transformative."   – Adolfo Portillo, Lead Research and Operations Associate at Noto Group

Portland's Noto Group: Leading the Charge in Executive Search for Purpose-Driven Brands

Based in Portland, Oregon, the Noto Group is a purpose and mission-driven executive search and consulting firm with expertise in recruiting for Director, VP, and C-Level roles. Their executive searches span the outdoor, active performance, sporting goods, food and beverage, fashion, and natural product industries.

Noto works exclusively for client companies with a positive culture, leadership vision, and a commitment to the growth and support of those who work for them.

• Industry: Business Consulting and Services
• Company Size: 11-50 employees
• Location: Portland, Oregon
• Software: Sales, Marketing

ATS Falls Short for Noto Group's Ambitious Growth Goals; Search for Unified System Begins

Noto Group was on a mission to scale, with ambitious growth aspirations that demanded a more powerful, cohesive platform. Their Bullhorn ATS, while packed with features, fell notably short in one pivotal area: the capability to meticulously monitor the duration of their projects at specific stages. This shortfall was more than just a software limitation; it was a hurdle to their quest for operational efficiency.

With Bullhorn, Noto's team found themselves navigating a maze of disparate systems. Tracking and fulfilling high-stake executive searches for clients was fragmented, inefficient, and far from unified. Beyond recruitment, there was a pressing need to bring sales and operations under one platform. Noto envisioned a unified work tool where every team member, irrespective of their role, could tap into a singular, synchronized pool of information. They imagined a place where collaboration wasn't just possible but intuitive and seamless.

While the project was complex, the easiest part was that Noto knew exactly what they wanted, and Unlimited just had to make it happen.

Unlimited Crafts Custom Applicant Tracking System for Noto's Recruitment Endeavors

The Unlimited team devised a two-pronged approach. The project kicked off with a HubSpot onboarding phase. During the working sessions, Unlimited and Noto configured HubSpot’s functionalities to meet the needs of its business, teams, and clients. During the onboarding stage, Unlimited standardized and improved Noto’s sales pipeline. Adding structure and accountability to the sales activities led to a higher win rate and shorter sales cycles.  Diving into the heart of the project, the second prong consisted of an intricate, custom-designed applicant tracking system tailored specifically for high-caliber recruitment. It wasn't just about following the industry standard but rather setting new ones. Unlimited developed three bespoke objects, ensuring Noto could monitor every nuance of the recruitment journey.

"It just all came together when the recruiting side realized that HubSpot would be the answer, and the business development side already knew that HubSpot had those functionalities."   – Adolfo Portillo, Lead Research and Operations Associate at Noto Group

"Custom objects" in HubSpot are personalized categories you can create to suit the specific needs of your business. They let you store and organize information not covered by HubSpot's default categories. HubSpot custom objects are like creating unique folders in a filing cabinet tailored to your specific needs, so you can organize your information exactly the way you want.

Imagine you run a dog-walking business and want to keep track of all the dog breeds you work with, and the usual categories just don't fit. That's where custom objects come in!

Custom Object 1: Candidates The custom object, candidates, works similarly to a HubSpot contact. However, the Unlimited team used the "candidate" custom object to create a separate list or category specifically for people applying for jobs. Doing so keeps candidates separate from Noto’s regular sales and marketing contacts. The right conversations happen with the right group of people, thanks to custom objects.

Custom Object 2: Applications At the beginning of this phase of the project, the Unlimited team had only built candidates and jobs using custom objects. But then the team realized that some of these candidates were multitalented! One candidate might apply for five different positions. In this scenario, the "application" custom object comes in handy.

In HubSpot terms, the application custom object helps Noto keep track of each job application a candidate makes. The application is like a sign-up sheet for each job opening. Even if Noto has candidates applying to multiple jobs, they can keep track of each job separately, ensuring everything stays organized, and nothing gets overlooked.

Custom Object 3: Jobs The "jobs" custom object represents the available positions or roles, while the application represents the forms people fill out to show they're interested in a particular job. The candidates are the people interested in applying for a role.

Here's the twist: The jobs represent the various positions or roles to be filled. Candidates express interest in these jobs through applications but aren't directly tied to any specific job. This keeps things flexible, so if their relationship with Noto changes in the future, they can easily transition from being seen as a candidate to a regular contact or client in HubSpot.

Entering the Candidate Pipeline With the necessary custom objects in place, the Unlimited team built pipelines. The candidate pipeline functions as a pre-screening process in the hiring journey. This initial stage determines if a candidate meets the qualifications for the position before moving on to a more in-depth assessment and interview process.

Here's a breakdown of the pipeline:

1) Form Submissions : Prospective candidates express their interest in a role by submitting a form with essential data like contact details, a resume, and qualifications. 2) Researcher Review: Once the form is submitted, a group of Noto researchers reviews the submission. These researchers are tasked with verifying if the candidate meets the criteria for the role. 3) Qualification Status: After the researcher's review, candidates are categorized based on their qualifications. If they are deemed "qualified," they progress to the next step in the hiring journey (the "application pipeline").

Transition to Application Pipeline Here’s where Unlimited transformed Noto Group’s ATS within HubSpot. In the application pipeline, Noto recruiters engage with candidates through interviews, assessments, background checks, and more in-depth discussions.

The separation of the candidate and application pipelines is strategic. It allows for a more streamlined and efficient recruitment process. The initial screening in the candidate pipeline ensures that only those who meet the qualifications move forward, saving time and resources for the Noto recruiting team. This approach ensures that when a recruiter engages with a candidate, there's a higher probability of alignment with the role's requirements.

Transformation of the HubSpot Blog into a Jobs Board

Job Description: Each opening has a detailed job description that exists as a single blog post. Included within each job post is an application form that candidates fill out to apply for the job. When a form is submitted, a candidate profile is automatically generated in HubSpot. This profile is then linked to a newly created contact. Next, the candidate is associated with the job they applied for. For that action to trigger, Unlimited came up with specific codes for each job opening and built workflows that trigger automatically.

HubSpot: Centralizing Recruitment, Sales, and Operations

The move to HubSpot centralized not only the recruitment side of the business but the sales and operations teams too. Everyone uses the same work tool and has access to the same information. Supporting multiple teams at Noto is much easier because operations know exactly what each person’s process is. Teams work collaboratively and effectively to fulfill executive searches for their clients.

"Clients that are committed make our job a lot easier and more joyful. So apart from them being really nice people, they are very committed, and they knew what they wanted from day one."   – Fernanda Barros, Director of Client Services at Unlimited Tech Solutions

Noto's Advanced ATS: Centralized Information for Streamlined Client Interaction

A feature-rich applicant tracking system with information in one place, makes updating and interacting with Noto’s client a lot easier. At any given moment, account representatives can share detailed information about the status of any executive search, the number of applications, and where each candidate is in the hiring process.

"And as far as Unlimited goes, I do not think that we could have asked for better partners in this. It's been amazing, and have no qualms about recommending Unlimited to really anyone that wants to go the HubSpot route. It would have been impossible without the help."   – Adolfo Portillo, Lead Research and Operations Associate at Noto Group

Take HubSpot to the innovative edge with custom extensions, applications, and other advanced solutions. Connect with a specialist from the Unlimited team here.

Stefan Lynton

A long-time HubSpot partner veteran, Stefan Lynton oversees internal processes and operational efficiencies as Unlimited's VP of Operations.

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9 LinkedIn Ad Case Studies That Marketers Can Learn From

Updated: July 01, 2020

Published: June 29, 2020

When you think about social media marketing, what's the first platform that comes to mind? For many marketers, it's probably Facebook or Instagram. But if I were to pick one, I'd go with LinkedIn.

Why? Well, first, LinkedIn is an amazing platform to use for brand awareness. Their Business Solutions offer a variety of ad types, like photo or video. Ads are visible to the platform's 630 million users , and the unique optimization tools, like audience targeting, ensure Ads reach qualified leads.

Second, LinkedIn's Business Solutions are expansive . There's a lot of opportunity for ad customization and budgeting — which is helpful if you’re not quite sure which ad is right for your strategy.

That's where my third reason for loving LinkedIn comes in: case studies.

Case studies often explain the thinking, process, and analysis behind how a team or business uses a product or solution. Marketing case studies usually focus on specific verticals, industries, or solutions.

Want to learn more about LinkedIn Ads ? Their case studies are a good place to start. Let’s walk through a few.

LinkedIn Ads Case Studies

These case studies will dive into every ad type LinkedIn has to offer and what those corresponding campaigns look like. LinkedIn offers four ad types: Dynamic, Sponsored, Text, and Message.

Dynamic Ads change based on the interests of LinkedIn members. They come in four formats and offer the most opportunity for personalization. Use this ad type, if you want to create highly stylized Ads for your campaign.

While Dynamic Ads can be shown in a variety of places on LinkedIn, Sponsored Ads are shown only in the main feed. They're similar to other channels in which ads blend into a user's main screen.

Text and Message Ads live on users’ main screens too — just in less obvious places. A Text Ad shows up in a member's right column, where other promoted content lives, while Message Ads are sent directly to inboxes.

Let’s look at a few companies that are at all levels of LinkedIn advertising expertise as well as companies with a variety of budgets.

Are you ready to see them in action?

LinkedIn Dynamic Ads Case Studies

Dynamic Ads use data about LinkedIn member interests to show them personalized Ads. The content of the ad, like copy or photos, changes based on that data. LinkedIn members can configure what's collected by LinkedIn to personalize the Dynamic Ad experience from the main feed.

LinkedIn's Dynamic Ads come in four formats:

It's likely that you've come across one of these ads on LinkedIn before. With so many versions, it's almost impossible not to see a job ad to your right, or a spotlight ad in the middle of the homepage.

If you've always wondered if those ads were successful, here are a few examples.

1. NerdWallet's Follower Ads

Finding top technology talent isn't an easy task — with so many qualified applicants, and even more competition, Companies like NerdWallet , which gives customers personalized financial advice, need help finding prospects.

In 2019, NerdWallet used LinkedIn Pages as a recruiting tool. LinkedIn's emphasis on professional content makes Pages the perfect place for them to promote its company culture.

Follower Ads about the company's self-proclaimed "nerdy" company culture would bring interested LinkedIn members to their Careers Page, where jobs are posted.

Image Source

“We're building recognition of our company and talent brand among industry peers. Through LinkedIn, we've even been able to reach VP-level members. That's not easy to do anywhere else," says Vivian Chen of NerdWallet's Brand Marketing team.

Results: NerdWallet's most popular posts usually center around company culture. One of NerdWallet's communication managers notes that employee-centric posts provide a genuine depiction of working there. Visible representatives can recruit those who can see themselves joining a team like NerdWallet's.

Takeaways: LinkedIn allows marketers to use the platform differently from other social media channels. If none of your other social pages allow for work-related content. Consider using Company Pages to spotlight company culture, and Promote them using Follower Ads just like NerdWallet did. These Dynamic Ads will change based on audience interest, so your transparent, company-related content will reach potential talent and followers.

2. ESCP Europe's Spotlight Ads

The World's First Business School, ESCP Europe , wanted to generate applicants for their Masters Degree in European Business in addition to building a global leads pipeline. They used Spotlight Ads, like the one below, to engage prospective students:

Spotlight Ads offer valuable content with which to target audiences. This ad, giving scholarship information, is perfect for gaining leads from a landing page. ESCP used LinkedIn Spotlight Ads because they’re a great platform for reaching higher education students.

"Precise profile targeting has led to quality results, which have converted in record time," says Rachel Maguer , the Director of Marketing and business Development at ESCP Europe. The company wanted to see a conversation rate of one completed application per 100 leads, in addition to generating at least 250 high-quality leads for their degree program.

Results: So, did ESCP make the grade? As a result of this campaign, ESCP Europe saw over two million impressions from potential students. Additionally, the ads led to a conversion rate of almost 14% — almost twice as much as the intended goal.

In total, ESCP generated 40 more leads over goal and found three countries that topped their qualified leads, solidifying the plan for a global lead pipeline.

Takeaways: Staying customer-focused with ads helped ESCP Europe secure almost 300 applicants. Ads showed images of current students enjoying the beautiful campus. Spotlight Ads accrued the leads, and ESCP Europe nurtured them through to conversion with follow-up calls and interview next steps.

Use Spotlight Ads to identify quality leads in global markets, and nurture them by providing valuable content to audiences in a Dynamic Ad format.

3. Snagajob's Job Ads

Snagajob , formerly known as Snag, is a source for finding hourly work. Because the platform is for job discovery, it's not hard to guess that when opportunities open, Snagajob's team wants people to know. To help, the company turned to LinkedIn for lead generation and ads to capture the attention of their target audience.

The company's ideal customers — business owners and managers — are on LinkedIn. The Job and Video Ads showcased Snagajob's deep understanding of customer behavior: that decision makers often don't have enough time. As a result, ads are short, explain the service's value, and are visually stunning:

Results: Snagajob's marketers had a hunch that Job and Video Ads would be successful for compelling busy professionals, and they were correct. Their campaign saw an 84% rise in converted leads. They earned more applicants and gained quality leads, all while lowering their cost of ad spend.

Takeaways: When targeted Ads are used in a calculated way, like Snagajob's, they're not a waste in ad spend. Additionally, Job Ads let people outside of a member's network know that companies in their industry are hiring.

4. Noodle's Content Ads

Noodle.ai provides artificial intelligence services to businesses, helping them become more efficient. To build brand awareness, Noodle.ai's marketers decided to use Content Ads to connect with their target audience of C-level executives.

In 2018, Noodle used LinkedIn's ad tools to solidify a lead pipeline. Content Ads, which promote downloadable content that automatically generate leads, were an excellent method to reach supply chain executives.

The Content Ad above promotes an ebook about supply chain management. Noodle.ai's team found that their target audience responds to content that helps executives understand their expertise.

Results: Noodle.ai saw three times better ROI than other marketing methods. In addition, CTR soared to up to three times higher on Noodle.ai's paid content and obtained 40% of qualified leads from the channel overall.

Takeaways: LinkedIn has now become a prime tool for identifying Noodle.ai's leads. By using Content Ads, Noodle.ai's marketing strategy is now a refined, reliable process for team cohesion.

Use Content Ads as a scalable marketing choice — as Noodle.ai grows, their marketing efforts with LinkedIn can grow as well. Remember, Content Ads are only available by contacting a LinkedIn representative .

LinkedIn Sponsored Ads Case Studies

Sponsored Ads appear in the news feed of LinkedIn members. They blend into feeds, but are notated by a supporting headline. Sponsored content includes single image ads, video ads, and carousel ads. Let's look at examples of each.

5. Kate Spade New York's Single Image Ads

Before 2019, designer brand Kate Spade New York (KSNY) never had ad campaigns on LinkedIn.

It wasn't until the company's team identified customers for their smartwatch on the platform that LinkedIn was considered for advertising. Krista Neuhas , senior director of global digital marketing for KSNY, says, "It’s important to us that the message we are sharing with consumers fits on the platform we are using."

Initially, the goal of the campaign was to drive traffic. The team decided to run a single image ad that featured actress Busy Philipps wearing the watch. The supporting copy tells the busy working woman that the new watch does everything they need:

The single image ad was used to spread brand awareness and showcase the new launch. It was part of a strategy that aimed to reach the right type of professional with the right messaging, and a simple image did the trick. Let's see how the ad campaign went for KSNY.

Results: The Busy Philipps ad made impressions with 143,000 audience members. It also earned a 2.44% engagement rate and 1.78% CTR. Total engagement numbers reached 5,000. Kate Spade New York hit a home run with their smartwatch ad — In fact, out of four platforms used for the campaign, LinkedIn members produced the highest CTR.

Takeaways: B2C content has a place on LinkedIn . Most audiences are part of the professional landscape in some way, so engaging them on LinkedIn can be useful. Start with a single brand awareness ad, like KSNY, to gauge engagement.

Ultimately though, remember that if framing marketing in the right context, like the smartwatch and its copy, the right customers can be reached.

6. Corporate Visions' Carousel Ads

If you've seen Carousel Ads on other platforms, they're similar on LinkedIn. These Ads allow for multiple images to appear in the same post. Carousel Ads are great for lead generation because target customers see multiple iterations of offerings which helps to pique their interest.

B2B training company Corporate Visions had a large audience on LinkedIn. Their ideal customer is a decision-maker in customer service, sales, or marketing. Even so, the leads they were earning weren’t qualified, and they quickly identified they had a content problem.

To make content their audience would enjoy, Corporate Visions' marketing team used LinkedIn's targeting tools to research their target market's demographics. They identified previous ads that performed well and produced the most high-quality leads: carousels.

With this information, the team moved forward with a carousel campaign. Carousel Ads from Corporate Visions give quick, actionable tips to their audience about the B2B industry, like this one below.

This campaign was optimized with LinkedIn's Conversion Tracker . This function tracks audience behavior and allows small changes to be made. Advertisers on LinkedIn can target members based on job title, seniority, and company size, so Corporate Visions was able to get very specific with who was seeing their ad.

Results: Corporate Visions saw a doubled increase in ROI after optimizing their Ads and reaching the right customers. The company has also seen a 116% increase in qualified leads year-over-year, making the new carousel strategy a success.

Takeaways: Companies could be leveraging LinkedIn Ads but not optimizing them or tracking conversions. When Corporate Visions learned about customer behavior on LinkedIn, they were able to identify how to earn the most leads with the platform. Look at campaign performance and study the reactions of your audience — is there a way to better reach them?

7. Automation Anywhere's Video Ads

Automation Anywhere builds software bots that do repetitive tasks so humans can spend time in other places. When the time came to advertise the biggest launch in the history of their company, Automation Anywhere sought to use LinkedIn's live broadcasting feature to announce their product.

The goal for the campaign was to build the most awareness possible. Automation Anywhere's Company Page had over 100,000 followers and an active community, so they posted a teaser to test video ROI. Two minutes later, the video had over 300 comments . Their marketers knew they'd made a great choice.

Automation Anywhere's official LinkedIn Live broadcast included repurposed content, drawing clips from previous videos to attract leads. But how did the broadcast perform?

Results: When the broadcast went live, the response was almost immediate. Within a few minutes, they had 400 comments from interested viewers. At the end of the broadcast, there were one thousand.

Though the product launch announcement ran across multiple platforms, 78% of viewers came from LinkedIn Live.

The team at Automation Anywhere engaged with their community and had meaningful conversations about the product. Having a team of product marketers talk to followers was big for building customer relationships and providing valuable messaging.

Takeaways: Consider hosting a broadcast similar to Automation Anywhere’s. Maybe there's no launch coming up, but consider producing a live Q&A or webinar. Automation Anywhere's team was blown away by the response from their community with a video; Maybe yours will be just as active.

LinkedIn Text and Message Ads

LinkedIn Text Ads show up in the right module of the main feed and give members a bolded CTA as a headline and a supporting sentence. They're easy to create, pick a target audience, and track leads.

Message Ads are a bit different — they're sent to a LinkedIn member's inbox. This gives advertisers the ability to communicate directly with leads, without a character limit. There are also tools to beef up a message's impact, like adding a form into the message.

Instead of a busy email inbox, LinkedIn Messages are less cluttered, leaving messages more room to be seen. And with the Conversion Tracker, keep track of who's engaging with and converting from your Ads.

8. Design Pickle's Text Ads

Let's see how graphic design company, Design Pickle , earned over $1 million in revenue with Text Ads. The company is a subscription service, but instead of food or makeup, customers are set up with professional graphic designers.

As part of a small business that aimed to increase plan subscriptions, Design Pickle's marketers had to keep their strategy cost-effective. The team decided to use Message Ads to retarget website visitors.

LinkedIn's tools identified a target audience closely matching the company's persona, so the marketers were able to personalize ads for a specific, ideal market.

The emphasis on targeting proved to be effective. Message Ads addressed company stakeholders making buying decisions. Copy like, "Save $37,000 On Design" is eye-catching and grabs a user's attention.

So, did the low-key ads bring high-yield results for Design Pickle?

Results: This campaign led to 463 new signups, 64 of them for premium subscription plans, leading to an estimated $1.8 million in revenue . As for cost effectiveness, LinkedIn provided the lowest average cost per signup by 19% when looking at the campaign across platforms.

Takeaways: Sometimes, it doesn't take a big, flashy ad to make an impact. Design Pickle is a graphic design company and earned over a million dollars with two-sentence ads. When audience targeting and retargeting happens on LinkedIn, companies can reach a large audience and re-engage leads.

9. VistaVu Solutions' Message Ads

VistaVu Solutions is a B2B company that was struggling with brand awareness. We've seen how LinkedIn's unique audience targeting tools impacts visibility for companies, so let's see if that rings true for this company.

In addition to boosting brand awareness, VistaVu's marketers aimed to generate leads and increase brand credibility with compelling Ads. VistaVu's team chose LinkedIn because their niche audience — oilfield industry leaders — was active on the platform.

To make their brand stand out from the competition, VistaVu's marketing managers decided to use Message Ads to amplify their unique company and its value. To make sure the team was targeting the right audience within the oilfield industry, LinkedIn's tools filtered audiences to make that happen.

The message itself was an ebook offer, and included a CTA with a download link. Because there's no character limit, the body text was able to properly introduce the company, its area of expertise, and the ebook.

Results: As a result of the messages campaign, VistaVu earned a 23.8% conversion rate , and cut ad spend by 75%. Using LinkedIn as opposed to other platforms earned the company five times more generated leads and led to twice as many conversions.

Takeaways: LinkedIn as an advertising platform doesn't limit efforts to just main feeds. Building brand awareness by using Message Ads allows for ample text to introduce a company to prospects.

Case studies can be extremely helpful for a real-life example of strategies you've never tried. You can visualize how a campaign looks and the tools to help you get there.

Be sure to pick a case study that's recent and comes with both qualitative and quantitative data. When it comes to ads, numbers and percentages are important, but so are strategy details. Recent studies will give you the most accurate numbers and processes for advertising.

If I want a relevant case study about social media, I start with the website itself. Every social media platform I've used has a section for case studies. For those that don't, I look at other articles, like this one about Facebook case studies .

Now that you know how to pick out a case study, and what a LinkedIn Ad strategy can look like, maybe for your next LinkedIn campaign, you can conduct your own case study. Try it, and see what you learn.

Don't forget to share this post!

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Case study: How Ingram Micro Asia is making 'world-class talent' a reality

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Amanda Chua , Ingram Micro Asia's HR Director, ASEAN & HK, tells Priya Sunil  about the HR team's two-fold approach to developing mid-level managers, its mentoring programmes, and more.

In approaching this, the company – a distributor of computer and technology products – has a few new initiatives lined up, with one being development solutions that will differentiate growth and talent. It will offer these solutions based on a leadership development strategy, designed based on the maturity of the workforce in each operating country.

As such, in Singapore, the HR team currently focuses on developing its mid-level managers, says Amanda Chua, Human Resources Director, ASEAN & HK, Ingram Micro Asia .

To elaborate on this, she explains there are currently two folds in the team’s approach to developing the middle level – the current middle managers themselves, as well as the “young” or new managers/team leaders.

“We partner with external vendors to customise a six to nine-month programme covering all leadership qualities and competencies, tailored based on the needs of the two levels,” she says.

“These programmes are ongoing in that they are run throughout the year, as we believe in sustainable training versus a one-time workshop.”

Apart from this, the team also has in place its own mentoring programmes, with sessions conducted by the company’s business unit heads. According to Chua, these programmes have yielded positive feedback from both mentors and mentees, as it has allowed the company to define the mentees’ personal goals in line with their development plans.

Accordingly, she stresses there is no end to the process and that it should be approached “inside-out”.

“What that means is always work on the ‘core’ (or sometimes we term it ‘self’). Depending on what leadership competencies are essential to your organisation, it could be decision-making, time management, strategic mindset/thinking, the list can go on. One essential part of ‘self’ is understanding your own style of management,” she explains.

She also highlights the importance of picking up the key skills required to lead, as well as the need for concepts to be covered beyond the classroom as a refresher on the tools and concepts learnt.

A company that believes in growing their people will create the right environment and culture naturally for one to stay and grow.

This case study was part of a feature on leadership development, which appeared in the June-July edition of  Human Resources magazine (Singapore) . Read the full feature  in the special Learning & Development edition  out now, or in our  online versi on !

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