HiBob

HiBob, a modern HR software company, was searching for front and backend engineers in locations across the globe. Their offer was something genuinely different – but it wasn’t cutting through the noise.

The challenge

Their new campaign, “Own the Impact”, aimed to do exactly that across Israel, Portugal, and the United States. But each market had its own quirks.

In Israel, developers already knew HiBob but didn’t realise the scale of opportunity. In Portugal, the market was oversaturated, so awareness was low, and developers were searching more for remote roles. And in the US, HiBob was still building its presence – competing in a market where brands were already loud, well-established, and everywhere.

They didn’t just need to show up in feed. They needed to stop someone mid-scroll and make them think “Oh, that sounds really interesting”.

Our solution

We wanted the campaign to work globally but feel relevant locally.

At the centre of it all was “Own the Impact”, an organising idea focused on showing developers the real difference they can make at HiBob.

To bring it all to life, we built a funnel-focused media strategy to target every stage of the user’s journey. We used programmatic social and display to reach relevant audiences and build brand awareness at scale. Google Search campaigns targeted developers actively searching for new roles. And we gave each market its own unique approach:

• In Israel, we maximised reach with our message through high-intent channels.
• In Portugal, we focused on awareness and engagement, introducing HiBob while encouraging interaction.
• In the US, we prioritised visibility with performance-led channels to build their presence cost-effectively.

By focusing on what makes HiBob stand out across every channel, we were able to do exactly that! Because when people understand the difference they can make, they’re ready to take the next step.