Over 10 months, ModumUp helped HRlink, 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 consists 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. Dmitry addressed these questions through posts on his 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 HRlink’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.

A month into the project, we began implementing lead generation strategies. The first approach we tested was offering exclusive content.

We shared a post offering a guide on the new remote work law. The post received 93 responses, with 19 people confirming that electronic HR document management (E-HR) was relevant to them. Nine became leads and agreed to a call.

This approach targeted a more specific audience — those who had already shown interest in E-HR. Since the topic is still relatively new, many people had questions about legislation, electronic signatures, and other details. A consultation turned out to be a useful and well-timed offer.

Results: 23 responses, with 9 converting into leads after the consultation.

These were above-average results. Based on our experience with similar lead generation strategies in other projects, we typically consider five qualified responses a strong outcome. In this case, we received nearly five times that number.

The third lead generation method was a gated content post offering a cost and savings calculator for switching to electronic HR document management.

We received 286 responses, 28 people continued the conversation, and 6 became leads.

At the second stage, when we asked a qualifying question about the relevance of E-HR, many dropped off. This was expected — not everyone has an immediate need. However, we added all respondents to our database and stayed in touch by sharing useful content, inviting them to events, and sending follow-ups.

We also noticed that some decision-makers from target companies ignored follow-ups but later reached out themselves when E-HR became relevant to them. This reinforces how Social Selling and a strong personal brand work in the long term — people remember you and return when they’re ready.

Engaging in LinkedIn Groups by Answering Questions
Most of our efforts focused on HR-related groups. We monitored discussions to identify relevant conversations. Dmitry actively engaged in the comments, sharing his expertise in E-HR. Many members continued the conversation in private messages, and we sent connection requests to maintain contact. Over time, people in these groups started tagging Dmitry in discussions about E-HR and recommending him as an expert.

Sharing Posts in HR Groups
We reposted Dmitry’s most successful E-HR content in relevant groups, actively responding to comments and questions. This created additional touchpoints with new audiences, increasing both Dmitry’s visibility and HRlink’s brand recognition.

Responding to Comments on His Own Posts
Dmitry engaged with his audience by answering questions and continuing discussions in the comments. If someone wanted more information, we provided additional materials, often leading to further conversations in private messages.

Another lead generation method we tested was sending personalized messages to engaged users. We compiled a list of people who interacted with our content but hadn’t responded to previous lead generation efforts. We reviewed their job titles, researched their companies, assessed their potential interest in E-HR, and crafted personalized messages tailored to their needs.

This approach delivered strong results. People appreciated receiving direct, relevant outreach rather than generic messages. Due to the time investment required for researching each profile, we initially tested this method with 14 messages. The response rate was 71.42% (10 replies), which is exceptionally high. Additionally, we generated two leads, achieving a 20% conversion rate.

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