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
