Source Pay
Building a more human, consistent marketing presence for a global payroll and employment partner.
At a glance.
Source Pay has deep expertise across payroll, compliance and international employment. Our role is to turn more of that knowledge into consistent marketing that feels clear, human and relevant to the people they want to reach.
Through ongoing social media management, people-led content, video, paid campaign testing and reporting, we’ve helped build a stronger digital presence around both the expertise and the team behind the business.
- Client
- Source Pay
- Sector
- Payroll
- Year
- 2026
- Project
- Source Pay
The challenge.
In a trust-led industry, credentials matter. But people also want to know who they’re trusting with their workforce and payroll.
Source Pay operates in a sector where trust, compliance and reliability are essential. Recruitment businesses and contractors need confidence in the company handling payroll, employment and international workforce requirements, so credibility has to sit at the centre of the marketing.
Source Pay already had the experience, accreditations and expertise behind the service. The opportunity was to communicate that in a way that felt more human and gave prospective clients a better understanding of the people behind the business.
Our focus was therefore on balancing technical and industry-led content with more people-led stories, video and regular business updates. That meant Source Pay could continue demonstrating its expertise while building a stronger connection with the recruitment businesses and contractors it wants to reach.
Alongside organic content, we also wanted to understand how paid activity could support lead generation and what messaging and audiences were most likely to produce the right type of enquiry.
Right-hand pull quote
The approach.
We built the strategy around a balance of expertise and personality. Source Pay still needs to talk about payroll, compliance and changing legislation, but those subjects now sit alongside content that introduces the team, shares what is happening inside the business and gives the brand a more human presence.
The content is planned and managed on an ongoing basis, with a mix of industry insight, people-led posts, video and company updates. Performance then feeds back into the strategy each month. For example, Source Pay’s Meet the Team content generated 45% of post impressions and 52% of likes during August, which gave us a clear reason to continue developing that side of the content.
Alongside organic social, we tested Meta as a lead generation channel. The campaign generated 72 enquiries, but once we reviewed the quality with the Source Pay team, we chose to pause the activity rather than continue spending for the sake of lead volume. That learning is now helping shape the next stage of Source Pay’s wider digital strategy.
The relationship has since expanded beyond social. We’re now supporting the next phase of the website, refreshing the creative direction and helping Source Pay bring its content, digital presence and future lead generation activity into a more joined-up approach.
What we delivered
- Paid social strategy
- Campaign build and audiences
- Ad creative and copy
- Social post system
- LinkedIn management
- Monthly reporting
The results.
reactions month on month
new followers, 74 of 76 organic
LinkedIn engagement rate
page views from directors and above
The posts showing the staff carried the month. The three Meet the team pieces were a quarter of the output and took 45% of all post impressions, averaging 662 each against 271 for everything else, which is 2.4 times the reach of the rest of the page.
The page as a whole moved with them. It recorded a 9.9% engagement rate, counting clicks, reactions and comments against 5,109 impressions. Reactions rose 27.8% month on month and impressions rose 8.5%, reaching 2,543 unique accounts, both taken from LinkedIn's own company page export across two clean 31-day windows. New followers rose 15.2%, and 74 of the 76 arrived organically.
Staffing and recruiting is now the largest industry among the page's followers, and 29% of the page views LinkedIn classifies by seniority came from director level or above, which is where a decision like this gets made. On Instagram, viewers more than doubled at 103%, and 82.3% of views came from people who do not follow the account, so the reach is going outwards instead of circling the same group.
On the paid side, the Meta campaign ran as two flights on Facebook and turned £748.52 of spend into 72 lead form enquiries, at an average of £10.40 a lead, from 27,054 impressions. The next step there is lead quality rather than volume.
For Source Pay, the staff posts mean part of the first sales conversation now happens before anyone picks up the phone. A director arrives already knowing who they would be dealing with, which is a different call from one that starts at the accreditations.
In their words.
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We've been working with Vulkan to support and develop our marketing strategy, and I've been very impressed with the level of service we continue to receive. Flynn is our main point of contact and works closely with us across our social media content, campaigns and paid advertising on Facebook, LinkedIn and Instagram. He has taken the time to understand our business, our market and, importantly, how we want our brand to be positioned. For me, one of the biggest strengths of working with Vulkan is the personal approach. Communication is straightforward, they're responsive when we need them, and Flynn is proactive in bringing ideas to the table rather than simply waiting for direction. It feels like a genuine working partnership.
Sabrina Monachello Source Pay
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