KnowBe4 is the human-risk-management leader — security awareness training and phishing simulation for 70,000+ organizations, now pivoting to an AI-Native SAT platform. Its LinkedIn advertising runs on three engines: flagship phishing research (the annual Phishing by Industry Benchmarking and Threat Trends reports), AI product launches (an AI-Native SAT platform and the Agent Risk Manager), and an unusually heavy employer-branding program that recruits talent and builds the brand at the same time.
How KnowBe4 advertises: KnowBe4's demand gen is research-first: its annual Phishing by Industry Benchmarking Report (“before training, 1 in 3 employees will click a phishing email,” built on 42M simulations across 64K organizations) and Phishing Threat Trends Report (“86% of phishing attacks were AI-driven,” “49% increase in calendar-invite phishing”) turn proprietary data into gated hero creatives, reused across many copy variants. On top sits an AI product story — an AI-Native SAT platform with 12 autonomous defense agents and the new Agent Risk Manager for AI visibility. And unusually for a security vendor, a large share of its paid LinkedIn is employer branding: Top-Workplaces, Nasdaq and team-culture creatives recruiting sales and customer-success talent while reinforcing the brand.
KnowBe4 blends research-led demand gen (single image + video) with an unusually heavy employer-branding program that recruits talent and builds the brand in the same feed.
| Format | What KnowBe4 uses it for |
|---|---|
| Single image | Research-report and product creatives, the core demand-gen format |
| Video | Product films (AI-Native SAT, Agent Risk Manager) and report trailers |
| Gated research | The annual Benchmarking and Phishing Threat Trends reports |
| Recruiting / employer brand | Top-Workplaces and team-culture creatives recruiting talent |
Live KnowBe4 creatives with their full ad copy (verbatim), format, theme and CTA.
"Not every industry faces the same phishing risk. KnowBe4's 2026 Phishing by Industry Benchmarking Report reveals the most vulnerable industries before training — built on 42M phishing simulations across 64K organizations and 14.8M unique users. See where your industry ranks."
"Today's phishing campaigns are more sophisticated than ever. KnowBe4's latest research found 86% of phishing attacks were AI-driven — and a 49% increase in calendar-invite phishing as attacks move beyond the inbox."
"AI is changing how attackers operate. KnowBe4's AI-Native SAT platform fights back with 12 autonomous defense agents that deliver personalized, relevant, engaging training that adapts as fast as the threats."
"AI visibility. Zero slowdown. No tradeoffs. Sounds too good to be true, right? Wrong. KnowBe4 Agent Risk Manager lets you see and govern AI-agent risk across your organization."
"The enterprise threat landscape is evolving rapidly. As the global leader in digital workforce security, KnowBe4 is trusted by over 70,000 organizations. A recruiting creative fronted by a USA TODAY Top Workplaces badge and a Nasdaq/Times Square brand moment."
"Cybersecurity is serious, but your workplace doesn't have to be. A culture-forward employer-brand creative — team photos, an office arcade, the Top Workplaces badge — inviting talent to “come see why we're a top global workplace.”"
Ad copy and creatives shown verbatim for commentary and analysis; they belong to KnowBe4. Captured from the public LinkedIn Ad Library. KnowBe4 reuses its report creatives across many stat and copy variants, and runs a large employer-branding program alongside its product advertising.
KnowBe4's annual Phishing by Industry Benchmarking Report (“1 in 3 employees will click,” 42M simulations) is the number the whole category cites. Owning the definitive dataset gives every ad borrowed authority and a genuine reason to download.
“86% of phishing attacks were AI-driven,” “49% increase in calendar-invite phishing.” A single alarming, specific number does the persuading — and KnowBe4 reuses one report creative across many stat and copy variants.
The AI-Native SAT platform (“the attack is AI-generated, now the defense is too,” 12 autonomous agents) and the Agent Risk Manager reposition a mature training product for the AI era — attaching to the buyer's newest fear.
An unusually large share of KnowBe4's paid LinkedIn recruits talent — Top-Workplaces badges, a Nasdaq brand moment, culture photos. It builds the brand and fills the funnel for sales and CS roles in the same feed.
“Trusted by 70,000 organizations,” USA TODAY Top Workplaces, the Nasdaq bell — third-party proof and scale markers appear across both product and recruiting creatives, lowering perceived risk for buyers and candidates alike.
We build LinkedIn and paid programs for high-consideration B2B and cybersecurity buyers — measured on pipeline, not impressions.
Book a free ad auditKnowBe4 runs three engines: flagship phishing research (the annual Phishing by Industry Benchmarking Report and Phishing Threat Trends Report) as gated hero creatives, AI product launches (an AI-Native SAT platform with 12 autonomous defense agents and the Agent Risk Manager), and an unusually heavy employer-branding program of Top-Workplaces and team-culture recruiting ads.
That people are the biggest security risk and AI is raising the stakes — 86% of phishing is now AI-driven, and 1 in 3 untrained employees will click. KnowBe4 positions its AI-Native human-risk-management platform (adaptive training plus AI-agent governance) as the way to reduce that human risk.
Employer branding is a deliberate pillar of KnowBe4's paid LinkedIn: Top-Workplaces badges, a Nasdaq brand moment and culture creatives recruit sales and customer-success talent while simultaneously reinforcing brand awareness and scale (“trusted by 70,000 organizations”) with buyers who see the same ads.
Own the category's definitive benchmark dataset, put a single shocking stat in the creative, reframe a mature product around the AI shift, and use paid LinkedIn for employer branding as well as demand gen — letting awards and scale markers carry credibility across both.