HiBob
We helped HiBob build a recruitment marketing function that scales across markets, with localized strategy, high-performing campaigns, and well-constructed Glassdoor reviews that provided an honest perspective on the business.
Tel Aviv
About HiBob
Since launching in 2015, Bob has become the HRIS of choice for more than 5,000 modern mid-size and multi-national companies. Fast-growing businesses like Airtasker, Huel, Fiverr, and VaynerMedia rely on Bob to help HR leaders and managers build workplaces that retain great people.
That growth has come with real hiring pressure. As HiBob expanded into new markets, acquired Mosaic, a financial planning and analysis platform, and moved closer to IPO, its talent acquisition function needed to keep pace. When you hire at scale across multiple markets, the differences in talent cultures become critical. What works in Australia may need a different treatment in Germany. To scale in both, HiBob needed to adapt its employer brand without compromising its core.
The Challenge
HiBob had built something genuinely good: a people-first culture, strong Glassdoor scores in most markets, a recognizable brand in HR tech, and an internal employer branding team doing serious work. But as the company expanded geographically, a gap started to open up.
Centralized messaging that worked well in Israel and the UK wasn’t landing the same way in Germany or Australia. Each market had its own talent culture, its own skepticism, its own reasons to say yes or no to a sales career at a Series D HR tech company. At the same time, Glassdoor ratings had stagnated. Career page traffic wasn’t keeping pace with headcount ambition. And converting awareness into applications — particularly for competitive commercial roles — required sharper creative and more disciplined paid strategy than the internal team had bandwidth to run alone.
HiBob needed a partner who could sit close enough to the brand to produce work that felt native, and far enough outside it to see what wasn’t working.
One of the hardest parts of scaling employer branding globally is that the company keeps changing and your partners have to change with it. Inspired Marketing has adapted with us through every shift in focus, market, and hiring priority. The work always feels current because the relationship is.
The Goals
- Drive qualified traffic to HiBob’s careers page and convert it into applications
- Build localized recruitment marketing strategies for new markets, starting with Germany and Australia
- Improve Glassdoor rating and review volume to strengthen candidate trust
- Produce job ad copy and employee advocacy content that felt authentic to each region
- Manage LinkedIn recruitment campaigns across multiple markets efficiently and at high ROI
The Process
1. Messaging and content for recruitment campaigns
For a company of HiBob’s stature, job ads and employee advocacy posts cannot be based on generic templates. Both copy and design have to speak to the specific candidate mindset HiBob is trying to reach.
For the graduate campaign launched in late 2025, we developed the full creative: the messaging framework, ad copy across four creative concepts, and supporting content. The campaign ran with a media spend of under $600 and generated over 90,000 impressions, 2,892 clicks, and more than 4,000 applications, producing a 3x traffic spike on launch day.
The creative that consistently outperformed was simple, direct, and role-specific: clear job title, strong branding, honest copy. Not lifestyle content. Not corporate gloss. Just sharp writing that respected the candidate’s intelligence.
2. LinkedIn campaign management
Inspired Marketing manages HiBob’s LinkedIn recruitment spend across multiple regions simultaneously: Israel, the UK, DACH, Portugal, the US, and the Netherlands. Our team is responsible for targeting, creative rotation, and budget allocation to keep cost per click low and CTR high.
In January 2026, across 15 active campaigns:
- The overall CTR was 2.73%
- The top-performing campaigns reached 5.49% CTR in the UK and 2.34% CTR in Israel at $0.29 (among the most cost-efficient recruitment LinkedIn campaigns running in those markets).
- Personalized content (sponsoring individual employee posts rather than brand-owned creative) delivered a 9.92% CTR, more than double the benchmark for B2B recruitment advertising.
3. Glassdoor management and reputation maintenance
When HiBob’s Glassdoor rating reached 4.0, we worked with the team to turn it around. We established a process for monitoring and responding to reviews, including negative ones, in a voice that reflected the brand.
Between May 2025 and January 2026:
- The company rating moved from 4.0 to 4.5
- Total reviews grew from 376 to 492. CEO approval reached 96%
- Positive outlook climbed from 74% to 91%
These improvements came from honest, voluntary reviews and replies, in line with HiBob’s policies.
4. Localized recruitment strategy for new markets
When HiBob needed to crack Germany and Australia, we didn’t produce generic playbooks. We did market-specific research, including focus groups with current staff.
Authenticity wins in Germany
For Germany, the insight was that the DACH talent market is allergic to the toxic sales environment that characterizes many scale-ups. What HiBob actually offers is a collection of real differentiators: a mature sales floor, real ownership, trust over micromanagement, and pre-IPO upside in a greenfield territory. We translated that into campaign concepts, tagline directions, and ad copy built specifically for the German candidate mindset.
Raising HiBob’s profile in Australia
For Australia, the challenge was lower brand awareness in a market with low talent mobility and a tight HR tech sales candidate pool. We developed a full multi-channel recruitment marketing strategy: LinkedIn campaign concepts, localized creative, partnerships with local B2B sales influencers, and guerrilla activation ideas designed to break through the noise in Sydney.
5. The graduate campaign
For the graduate campaign launched in late 2025, we developed the full creative: the messaging framework, ad copy across four concepts, and supporting content. The campaign ran on a media budget of under $600.
The results were immediate. On launch day, the careers page saw a 3x traffic spike. Across the full campaign: over 90,000 impressions, 2,892 clicks, and more than 4,000 applications.
The Results
Through market-specific strategy and disciplined execution, Inspired Marketing helped HiBob drive results across every major recruitment marketing metric:
- Career page visits up 58.51% in January 2026 versus the prior period, driven by paid LinkedIn traffic directed to open roles
- Peak LinkedIn CTR of 9.92% on personalized employee content: more than double the platform benchmark
- UK campaign CTR of 5.49% at $0.27 CPC
- Graduate campaign: 90,000+ impressions, 2,892 clicks, 4,000+ applications on a media budget under $600
- Glassdoor company rating up from 4.0 to 4.5, with CEO approval at 96% and positive outlook at 91%
- Localized recruitment strategies developed and approved for Germany and Australia, shaping HiBob’s 2026 hiring roadmap
Scale hiring across markets
Good hiring marketing is mostly knowing each market on its own terms. We do that for a living. Come talk to us about yours.