Case Study: Automatic Data Processing doubles followers and boosts brand thought leadership with LinkedIn Marketing Solutions

Highlighting thought leadership with LinkedIn Company Pages

ADP, long known for payroll services, wanted to raise its corporate profile and demonstrate broader expertise across human capital management, benefits, talent and HR services. With a minimal and fragmented social presence, the challenge was to shift perception beyond “the payroll company” and build a consistent, business-focused voice where its customers and prospects engage.

ADP consolidated and refreshed its LinkedIn Company Page, improved imagery and the Products & Services section, curated content from PR, research and industry sources, and used the newly launched ADP Research Institute plus targeted Sponsored Content to reach defined B2B audiences. In one year followers doubled to 85,000, impressions climbed from about 300/month to 1.3 million/month, non-employee followers now make up 70% of the audience, and LinkedIn became the top social referrer to ADP.com.

Automatic Data Processing

Chelsea Marti

Social Media Director