About the company

In operation since 1991 and ranked among the top 5 HR companies in Bulgaria, HILL International Bulgaria is part of a global network operating across 25+ countries. The firm specializes in executive search at middle and senior management level, with deep industry expertise across FMCG, Retail, Energy, Manufacturing, Consumer Goods, Electronics, Automotive, and Agri sectors.

HILL International Bulgaria’s service portfolio extends beyond traditional recruitment. They offer Assessment & Development Centers for objective candidate evaluation, their proprietary HILL Competence Analysis methodology refined over decades, Personnel Development Programs for building internal leadership capability, Outplacement & Career Consultancy to support professionals through transitions, and Management Consulting for strategic HR advisory and organizational transformation.

With an impressive track record of 1,800+ candidates successfully placed, 50,000+ interviews conducted, and 650+ clients across industries, HILL International Bulgaria has established itself as a trusted partner for organizations seeking high-caliber leadership talent. 

The challenge

Despite their strong reputation and decades of experience, HILL International Bulgaria faced a common challenge for established B2B service providers. Their client acquisition relied heavily on referrals and existing relationships, which, while valuable, limited their growth potential in an increasingly digital marketplace.

The company recognized the opportunity to generate more qualified leads and accelerate new client acquisition for its services. To support this goal, it needed to strengthen its online presence and digital activity to achieve more consistent visibility among key decision-makers.

In the executive search and HR consulting space, where trust and credibility are fundamental, HILL International Bulgaria needed to establish a stronger digital presence that would resonate with senior leaders and C-suite executives.

Managing Partner Irena Joteva understood that to scale the business, they needed more than occasional social media posts. They required a comprehensive approach that would position both her and HILL International Bulgaria as thought leaders in the executive search space, particularly on LinkedIn where their target audience of senior decision-makers was most active.

The solution

HILL International Bulgaria partnered with AIMAR to transform their digital marketing approach and build a systematic visibility strategy. The collaboration began with AIMAR developing a comprehensive marketing strategy tailored specifically to HILL’s unique positioning in the executive search market and their target audience of senior business leaders.

AIMAR’s approach was thorough and strategic. The platform conducted an in-depth analysis of HILL International Bulgaria’s business model, service offerings, competitive landscape, and ideal client profile. From this analysis, AIMAR developed a tailored marketing strategy, which was then reviewed by a Senior Marketing Expert to ensure alignment with industry best practices and HILL International Bulgaria’s business objectives.

AIMAR also prepared a detailed 90-day execution plan focused on LinkedIn as the primary B2B channel. The goal was to establish HILL International Bulgaria’s voice in the market while building the personal brand of Managing Partner Irena Joteva.

The implementation phase demonstrated AIMAR’s adaptive approach. Once AIMAR learned about the nuances of HILL’s business, their methodology, and their client relationships, the platform continuously updated their tone and voice to create impactful B2B content that felt authentic to the company. The content strategy balanced thought leadership on executive search trends, insights into leadership development, and perspectives on the Bulgarian and regional business landscape.

AIMAR executed the strategy consistently and systematically, ensuring that both the corporate profile and Irena Joteva’s personal profile maintained regular engagement with their target audience. The content was designed not just for visibility but to attract the right audience – senior decision-makers who would value HILL’s expertise in executive search and leadership development.

Results

The transformation in HILL International Bulgaria’s digital presence was remarkable. Within just three months, the results exceeded expectations across both visibility metrics and business outcomes, demonstrating the power of AIMAR’s strategic approach.

The corporate profile of HILL International Bulgaria experienced exponential growth, with impressions increasing by 1,787%, reactions surging by 7,114.3%, and comments growing by 4,300%. 

Irena Joteva’s personal branding strategy delivered equally impressive results. Her LinkedIn presence generated more than 100 000 impressions and the content resonated strongly with their target audience, generating over 1,618 social engagements, 1,339 reactions, and 209 comments. The strongest post generated 28,898 impressions, 462 engagements, and 78 comments.

The quality of the audience reached was just as important as the quantity. On average, 69.3% of the reported audience was Senior or in a leadership category, with every post reaching between 66% and 76% of this demographic. An average of 37.9% of the reported audience held leadership-level seniority including Manager, Director, CXO, VP, Owner, or Partner positions, with 26.4% at Director level or above. 

The visibility gains achieved through AIMAR’s strategy translated directly into business growth. The number of offer submissions more than tripled in less than three months compared to the previous five months. Most significantly, two new clients signed up for HILL International Bulgaria’s services during this period, validating the effectiveness of the strategic LinkedIn approach.

“Working with AIMAR completely changed how we approach marketing and client acquisition,” said Irena Joteva, Managing Partner at Hill International Bulgaria. “We went from relying primarily on referrals to having a strategic approach that puts us in front of the right decision-makers consistently. The growth in visibility has been remarkable, but what matters most is that we’re attracting qualified clients who value our expertise in executive search and leadership development.”

Ready to build a marketing strategy that actually works for your business? Request a demo and see how AIMAR helps businesses go from scattered tactics to a clear 90-day plan.