Over 10 months, ModumUp helped a platform for electronic HR document management generate 800 engaged prospects, 39 leads, and 16 deals with large companies through Social Selling.

Our primary target audience consisted of HR executives. They stay updated on HR documentation practices, build employer brands, and lead digital transformation in HR. Keeping documents organized and ensuring employees sign them on time are top priorities. That’s why the idea of implementing electronic HR document management (E-HR) was well received, though many still had questions. The company's Business Development Director addressed these questions through posts on their profile and exclusive in-depth materials.

HR professionals are highly active on social media. They engage in discussions, ask questions, research new solutions, seek advice in HR groups, and share insights. This made our content on E-HR particularly relevant and in demand.

Over ten months, we identified the most effective content strategies — the posts that generated the highest engagement and audience interaction.

Case studies on how companies transitioned to E-HR were the most impactful. Real-world examples resonated strongly, demonstrating how the service solves practical challenges.

Topics that HR professionals care about — such as burnout, onboarding, and workplace relationships — also sparked strong engagement.

Updates about the platform’s development and new service features, particularly those valuable for companies implementing electronic document management, were well received.

Personal posts, especially those featuring family and children, attracted attention and often led to meaningful discussions in the comments.

From day one, content about the platform generated strong interest. For example, after publishing the first post on the company expert's profile, we immediately received a lead. A conversation with this contact had previously stalled, but the post served as an additional touchpoint, prompting the person to visit the platform’s website and submit a request. A deal soon followed.

This isn’t a traditional Social Selling approach, but it clearly demonstrates how it can help reconnect with past contacts.

Gated Content for Lead Generation

We shared a post offering a guide on the new remote work law, receiving 93 responses, with 19 people confirming that E-HR was relevant to them. Nine became leads after a follow-up call.

A post offering a cost and savings calculator for switching to E-HR generated strong interest. The post received 286 responses, 28 people continued the conversation, and 6 became leads.

Engaging in LinkedIn Groups: Actively participating in HR-related groups and engaging in relevant conversations.

Reposting Content in HR Groups: Sharing successful posts in relevant groups to increase visibility.

Personalized Messages: Sending tailored messages to people who had engaged with our content but hadn’t responded to previous lead generation efforts. This led to a response rate of 71.42% and a conversion rate of 20%.

By combining strategic Social Selling with content-driven engagement, we helped the platform build a strong presence in the HR community while generating real business results.