HerKey

ABM & LinkedIn demand programme — diversity hiring, India.

Year

2024

Sector

HR Tech · Diversity hiring

Leads

+40% MoM · 40–60/mo

Pipeline

+60% value

Herkey, formerly Jobs For Her, is India's largest career platform for women. It helps large organisations with diversity hiring by giving them access to a substantial pool of women candidates, and complements this with employer-branding and employee-retention solutions, alongside communities and learning support designed to help women progress in their careers.

With India as its target market, Herkey's commercial model centres on engaging large enterprises — the organisations most likely to run structured diversity-hiring programmes. Reaching these employers, and clearly conveying the platform's distinctive community and learning advantages, required a focused B2B demand-generation approach.

Client Brief

Herkey engaged us to grow qualified enterprise leads in a market with several structural hurdles. Because meaningful diversity hiring is concentrated among larger organisations, the addressable audience was narrow and onboarding employers was difficult; search demand for diversity-hiring keywords was also very low, removing what is often a primary source of hot inbound leads.

The brief was further complicated by the absence of a free job-posting tier, which made new-user acquisition heavily dependent on the sales team. The platform also needed to communicate its unique strengths — women-focused communities, engagement, and learning support — clearly to employers, so that prospects understood Herkey's value beyond a standard hiring channel.

Campaign & Funnel Experience Strategy

With organic search largely unavailable as a channel, we built a demand engine centred on account-based marketing and LinkedIn, designed to reach decision-makers inside large Indian organisations directly. AI-powered ABM ran against intent databases and against users actively posting jobs, paired with personalised LinkedIn outreach so messaging spoke specifically to diversity-hiring and talent leaders.

LinkedIn ads targeted intent databases and the relevant designations within target company sizes, working in concert with email outreach and the ABM motion, while remarketing ads on Google and LinkedIn kept Herkey present throughout the consideration period. The combined experience was engineered to compensate for the lack of inbound search by manufacturing precise, targeted demand.

The Idea Behind the Strategy

The core idea was to replace low-intent search with high-intent targeting. Since prospects were not searching for diversity-hiring solutions, the strategy proactively identified and engaged the specific large employers and roles most likely to convert, using ABM to warm them and raise both lead quality and effective deal value.

A parallel principle was brand authority through visibility. Sustained, well-targeted LinkedIn presence was used not only to generate leads but to establish Herkey as the preferred partner for diversity hiring — building the recall and credibility that would make every subsequent touchpoint, including direct sales outreach, more effective.

Technical & Martech Architecture

The programme was powered by intent-data targeting, with ABM executed on intent databases and on job-posting signals to focus effort on in-market accounts. LinkedIn's targeting capabilities were used to reach decision-makers by designation and company size, while Google and LinkedIn remarketing maintained continuity across the funnel.

This stack tied paid, outreach, and account-based activity into a coordinated system that could be measured and optimised against pipeline impact — an architecture suited to a narrow, high-value enterprise audience where precision matters far more than reach.

The programme reignited growth after a prolonged revenue plateau, generating between 40 and 60 leads per month through LinkedIn ads and ABM, and lifting monthly lead volume by 40% by the third month. Crucially, large and prestigious organisations — including Boeing and KPMG — began using Herkey for diversity hiring, validating the platform's enterprise positioning.

Beyond volume, the sales pipeline value grew by 60% as ABM warmed prospects and improved lead quality, while sustained LinkedIn presence sharpened brand visibility and recall — enough that the cold-calling team saw better conversion rates from improved recognition. The work helped cement Herkey as a leading, award-recognised name in diversity hiring.

The stack we run on.

Google Ads
Meta
Google Analytics
Tag Manager
Looker Studio
HubSpot
Google
Semrush
Google Ads
Meta
Google Analytics
Tag Manager
Looker Studio
HubSpot
Google
Semrush
Google Ads
Meta
Google Analytics
Tag Manager
Looker Studio
HubSpot
Google
Semrush
Google Ads
Meta
Google Analytics
Tag Manager
Looker Studio
HubSpot
Google
Semrush

Tools we know inside-out, chosen because they ship measurable outcomes, not because they look good in a deck.

Our work is best reflected through our clients experiences

Our happy clients always say,
how they are satisfied with
our service.

We knew our work was good but we weren't reaching the right clients. Avantus helped us position ourselves properly and built a consistent presence across channels. The enquiries coming in now are much more aligned with the kind of projects we want.

Vineet Mittal

Head of Marketing, House of Blue Beans

We were skeptical about hiring a marketing agency for a business like ours. But Avantus asked the right questions, kept things practical, and didn't oversell. The campaigns were targeted and the results were gradual but real.

Apoorva Dey

CEO, Hi-Q Design Inc

What stood out was how organized they were. Clear timelines, consistent communication, and campaigns that actually matched our brand. Our marketing feels more put together now and the leads have improved in both volume and quality.

Shubhangi

Chief of Staff, Flipspaces

In the Digital precious metal space, trust is everything. Avantus was thoughtful about how they positioned us, nothing was sensationalized, everything was credible. They helped us grow our user base while keeping the brand tone intact.

Srinivas

CEO, eBullion

We've worked with a few agencies before and the difference with Avantus was that they actually understood the wedding and events market. The campaigns were well timed, the creative was on point, and we saw a clear uptick in bookings during peak season.

Ranjeeth

CMO, The Tamarind Tree

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