Industry
Compensation Management | HR Technology
Target Audience
- HR professionals prioritising pay transparency, gender equity, and job structuring
- Mid-sized enterprises (200–5,000 employees) across the United States
- Decision-makers within HR and C-suite roles
Key Message
“Compensation is hard—but help is easy to find.”
With a lean marketing team, Payfederate needed a high-impact strategy to increase brand visibility, drive qualified website traffic, and position itself as a go-to thought leader in compensation strategy.
The Brand Mender Approach
To elevate Payfederate’s digital presence, we designed an integrated brand-building programme combining organic content, paid campaigns, and SEO.
The Results
LinkedIn Organic Growth (Oct 2023 – Apr 2025)
Metric | Oct ’23 | Apr ’25 | % Growth |
Followers | 1,797 | 5,541 | ↑ 208.4% |
Impressions | 1,199 | 2,595 | ↑ 116.4% |
Engagements | 66 | 314 | ↑ 375.7% |
Engagement Rate | 5.01% | 12.10% | ↑ 141.3% |
Unique Visitors | – | 148 | – |
Paid Campaign Performance — LinkedIn
Campaign Type | Spend | Impressions / Messages | Key Metric | Result / Insight |
| Website Traffic | $2,971.81 | 408,402 impressions | CPL ↓ from $4.73 to $0.48 | 89.85% reduction in Cost Per Lead |
| Blog Engagement | $1,394.38 | 331,301 impressions | CPE ↓ from $7.49 to $0.78 | 89.59% reduction in Cost Per Engagement |
| Sponsored Messaging | $537.00 | 2,702 messages sent | Open Rate: 49.63% | High open rate, but CPL of $134.25 flagged optimisation potential |
Website Traffic & SEO Growth
Channel Growth: October 2023 vs April 2025
Channel | Oct 2023 | Apr 2025 | Change |
Organic Search | 59 | 107 | ↑ 81.36% |
Referral | 46 | 95 | ↑ 106.52% |
Organic Social | 141 | 21 | ↓ 85.11% (due to paid shift) |
Unassigned | 0 | 64 | ↑ — |
Quarterly Highlights
Quarter | Metric | YoY Growth |
Q2 (2023–2024) | Website Traffic | ↑ 597.01% |
Organic Search | ↑ 136.88% | |
| Q1 (2024–2025) | Website Traffic | ↑ 14.71% |
| Organic Search | ↑ 36.51% |
What Worked Best?
Key Takeaways
