SUCCESS STORIES

How Strategic Digital PR Fueled JobAdder's Global SEO Success

JobAdder is a global recruitment SaaS platform offering best-in-class Applicant Tracking (ATS) and CRM software. Competing in saturated markets across ANZ and the UK, JobAdder needed more than just visibility - it needed authority.

In July 2024, JobAdder partnered with StudioHawk with the following objectives: grow organic visibility, boost conversions, and increase share of voice in both ANZ and UK & Ireland markets.

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361%

Increase in Organic Traffic (AU)

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2386%

Increase in TOFU Conversions

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High-Impact Media Placements

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The Need

As JobAdder prepared to scale globally, organic acquisition became a top priority. Paid channels were already well-optimised, but they weren't sustainable as the sole driver of growth, especially in competitive international markets where cost-per-lead was surging.

The internal team needed a strategy that would:

Drive consistent MQL growth without increasing Customer Acquisition Cost
Build long-term visibility in both brand and product searches
Strengthen credibility with recruitment professionals and decision makers

With big growth targets and a renewed focus on content, SEO, and brand-led inbound, JobAdder was looking for more than just traffic - they needed qualified, conversion-ready demand from organic traffic.

They were ready to invest in sustainable growth. But this time, it had to be delivered.

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The Plan

With big targets and a need for lean, results-focused execution, JobAdder needed a strategy engineered for both speed and scale.

StudioHawk designed a comprehensive SEO and Digital PR roadmap built on three pillars:

Technical SEO Foundations
A comprehensive audit and hygiene pass addressed critical crawl, indexing, and internal linking issues, laying the groundwork for scalable content and authority building.
Keyword-Led Content & On-Site Assets
New and optimised content hubs targeting high-intent ATS and CRM keywords helped lift product and category pages. Regionalised landing pages were created to support the UK & Ireland rollout.
Digital PR for Authority & Trust
A campaign engine powered by thought leadership, data-led storytelling, and original insights. The team created assets like:

"State of the Market" recruitment trend reports (AU, NZ, UK)
AI productivity commentary from JobAdder's leadership
Data-backed PR pieces using Skills & Workforce stats
Executive profiling and bylines for key spokespeople

Backlink acquisition focused on .com.au and .co.uk domains, with deep links to key conversion pages, not just the homepage. Every campaign had a dual purpose: build authority and drive performance.

A regionalised outreach approach ensured that PR angles, content, and backlinks aligned with the competitive landscapes in both ANZ and UK & Ireland.

StudioHawk has been instrumental in driving measurable growth for JobAdder. Their expertise in technical SEO, content strategy, and digital PR has significantly increased our visibility across key markets, delivering substantial improvements in traffic, keyword rankings, and conversions. Their strategic, data-driven approach has strengthened our authority and helped further cement JobAdder's position as a recognised leader in recruitment SaaS.

Adam Tehliwec

Head of Growth Marketing

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The Execution

With a solid foundation in place, the campaign moved into structured execution across SEO and Digital PR. Each stage was aligned to specific business goals: brand trust, keyword dominance, and lead generation.

The StudioHawk team rolled out implementation across:

Technical SEO Fixes: Including crawl errors, core web vitals, sitemap updates, and internal linking enhancements.
Onsite SEO Content: Recruitment SaaS landing pages, long-form articles, and region-specific content for ANZ and UK audiences.
Digital PR Outreach: A mix of proactive and reactive media campaigns tied to JobAdder’s data, leadership, and topical market insights.

The team worked in agile sprints to coordinate SEO execution with PR timelines - ensuring that content supported press outreach, and backlinks were diving authority to high-conversion areas of the site.

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Ideation

Ideation was driven by data-first, media-savvy approach. Every DPR angle had to be both journalist-worthy and SEO-relevant. StudioHawk's content and PR teams collaborated to build a calendar of campaigns across:

AI Thought Leadership:

"AI Efficiencies in Recruitment"
"How Recruiters Can Use AI for Productivity"
"JobAdder Reacts to Australia's AI Guardrail Proposal"

Data-Led Insights:

Staff Retention Index using ABS data
Recruitment Trends 2024/2025 based on JobAdder platform analysis

Executive Voice:

CEO productivity tips for Valiant Magazine
Leadership commentary for RetailBiz and HR publications

Evergreen Pillars:

"State of the Market" reports segmented by region
Benchmarking content for recruitment firms and in-house HR teams

Campaigns were mapped against seasonal media cycles, government announcements, and trending HR/recruitment topics to maximise pickup.

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Press release

Each campaign was supported by a fully SEO- optimised press release.

Every release was:

Tailored to a specific media vertical (e.g, HR, SaaS. business tech)
Structured around a compelling headline + quote + data format
Reviewed and approved by JobAdder's internal team for brand alignment
Linked to a corresponding on-site asset for deep-linking opportunities

Where needed, custom visuals and executive headshots were provided to increase editorial inclusion.

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Media list building & outreach

A segmented media outreach approach was used to ensure relevance and resonance across regions:

Over 5,000 domains were reviewed through competitor backlink analysis
Localised lists were built for Australia, New Zealand, and the UK
Outreach was categorised by
- HR/Recruitment Media
- Business & SaaS Publications
- National Tier 1 outlets
- Tech/Software review platforms

Personalised outreach sequences were sent to priority journalists with follow-ups across 2-3 weeks. Reactive PR workflows were established to respond to news trends and government updates in real-time.

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The Results

The campaign delivered measurable, high-impact SEO and PR outcomes across multiple markets.

Keyword Growth:

Australia

+13.25% Share of Voice YoY (from 3% to 16.47%)
"ATS Software #1 (+65 positions)
27 new Top 3 keywords | 50 new Top 10 rankings

+2,99% Share of Voice YoY (from 0.5% to 3.5%)
"Recruitment Software" #20 (+70 positions)
26 new Top keyword placements

Organic Performance:

AU (YoY)

+316% clicks | +267% impressions (Google Search Console)
TOFU conversions: +2,386% (7 174)
BOFU conversions: +2,600 (14 378)

UK (YoY)

+302% clicks | +368 impressions
TOFU conversions: +1,533% (3 49)
BOFY conversions: +13,200 (1 133)

Digital PR & Authority:

58 media placements including News.com.au, HR Daily, HR Leader & The Global Recruiter
38 high-authority backlinks | Avg. DR 57| 50% follow links
32 placements linked to product/category pages (deep links)
31% increase in referring domains
Estimated media reach: 42M readers

361%

Increase in Organic Traffic (AU)

The JobAdder campaign drove massive gains in organic traffic and conversions, establishing the brand as a category leader in global recruitment software.

How Strategic Digital PR Fueled JobAdder's Global SEO Success

Keyword Growth:

Organic Performance:

Digital PR & Authority:

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