Campaign overview

When Hotwire started to work for LinkedIn in 2012, the global business network had less than three million members in the German-speaking markets. In close cooperation with an outstanding PR manager on LinkedIn’s side, we were tasked with helping to grow Linkedin's membership and to give the network the recognition it deserves.

What we did

In close cooperation with the LinkedIn PR manager, we developed a thought leadership approach that would allow us to connect LinkedIn to the big debates around labour and education in a digital transformation environment. In 2013, the media was dominated by news about the economic crisis, and many reports featured the war for talent. Hotwire initiated research focusing on the European labour market, looking at tactics and channels that worked well for international recruitment. We launched more research in the following years, on big data, skills for the future etc. and managed to establish LinkedIn as a true thought leader in its market and beyond. Over the years, Hotwire not only supported LinkedIn with thought leadership and media relations, but successful influencer relations, social media campaigns, lead generation and nurturing and events.

Results

Our initial European labour market research was the most successful campaign LinkedIn had ever run in DACH to date. 61 media outlets covered our story, among those business nationals such as Handelsblatt and Wirtschaftswoche as well as daily nationals such as Spiegel Online, Bild and Die Welt. From this launch onwards, editors in tier 1 publications had us on their radar – since then we have consistently managed to secure top coverage for our content. We achieved another outstanding result in cooperation with LinkedIn’s B2B marketing manager: For him, Hotwire repurposed research on Employer Branding and created an attractive ebook (we call this product “Playbook”) that helped to generate 300+ leads in Enterprise HR departments.

"My Hotwire team has been a perfect partner in crime right from the start. Their strategic support, media contacts and passion for our brand made a big impact for building out global business network in the German-speaking regions."
Gudrun Herrmann, Lead Corporate Communications for LinkedIn Germany, Austria, Switzerland