Workday is the enterprise system of record for HR and finance — HCM, payroll, planning and ERP for the world's largest organizations. Its LinkedIn advertising is one of the biggest and most disciplined B2B programs anywhere: thousands of live ads built on an owned-research franchise (skills, agentic AI), analyst-authority proof, an aggressive AI-agents product push, and a multi-stakeholder message aimed squarely at the CFO/CHRO/CIO buying committee.
How Workday advertises: Workday advertises at enterprise scale with a research- and authority-led playbook. The backbone is a franchise of gated reports — The Global State of Skills (“Join the 88%”), the Agentic AI report, and the Industry Edge Matrix on enterprise AI strategy — each turned into document ads, stat hooks and localized variants across dozens of languages. On top sits heavy analyst proof (“a Gartner Magic Quadrant Leader your CFO, CHRO and CIO can agree on”), a hard AI-agents product push (“Real use cases. Real CIOs. Built on Workday” / Workday Extend), finance-ROI creative (80% less audit prep, 90% AP automation), and executive video from leaders at events like Workday Rising. The whole program speaks to a broad enterprise buying committee at once and localizes relentlessly.
Workday runs an enterprise-scale, research-led program: a gated-report franchise plus analyst proof, an AI-agents product push, finance-ROI creative and executive video — localized across many markets.
| Format | What Workday uses it for |
|---|---|
| Document ad | Multi-page in-feed report previews (Skills, Agentic AI) |
| Single image | Analyst-proof, product and ROI creatives |
| Gated research | The report franchise: State of Skills, Agentic AI, Edge Matrix |
| Executive video | Leader-fronted event and thought-leadership video (Workday Rising) |
Live Workday creatives with their full ad copy (verbatim), format, theme and CTA.
"Business leaders globally find that talent strategies focused on skills – not jobs – offer more benefits for the organisation and employees. Discover how. Join the 88%. Start your skills-based strategy today. A 26-page gated report previewed in-feed."
"Workday is a Leader in the 2025 Gartner® Magic Quadrant™ for Cloud ERP for Service-Centric Enterprises. The creative frames the analyst win around the exact enterprise buying committee — CFO, CHRO and CIO — Workday needs to align."
"From onboarding agents to compliance apps — see how IT leaders build AI solutions inside Workday without leaving their system of record. CTA: “What are other CIOs actually building on Workday Extend?”"
"Six industries. Different blockers. One pattern: the CIOs executing fastest are building on a better foundation. The Industry Edge Matrix lets buyers see how their industry's AI strategy stacks up against five others."
"Cutting audit prep time by 80%? Automating up to 90% of transaction processing? Equals more time to focus on strategy. Transform your day-to-day finance operations — a 10-page report aimed at finance leaders."
"“It's been an absolute privilege to connect with our Workday community here in Barcelona this week!” A senior Workday leader fronts an event-recap video from Workday Rising EMEA — executive advocacy that puts a human face on the brand."
Ad copy and creatives shown verbatim for commentary and analysis; they belong to Workday (and, for the Gartner creative, Gartner, Inc.). Captured from the public LinkedIn Ad Library. Workday serves HR/HCM and finance/ERP; examples focus on its people/HR-oriented program plus cross-functional creative aimed at the enterprise buying committee.
The Global State of Skills, the Agentic AI report and the Industry Edge Matrix give Workday a steady supply of authoritative, gated content. A repeatable research franchise keeps a giant program fed with credible lead magnets instead of one-off creative.
“A Gartner Leader your CFO, CHRO and CIO can agree on” names all three enterprise buyers in one line. Enterprise HR/ERP is a committee purchase — speaking to finance, HR and IT at once mirrors how the deal is actually decided.
The Gartner Magic Quadrant Leader placement is advertised as a headline, not a footnote. In a trust-driven enterprise market, third-party analyst proof does persuasion that a self-claim can't.
“Real use cases. Real CIOs. Built on Workday” and the six-industry execution matrix frame AI around what peers are actually shipping. Grounding AI messaging in real customer execution beats abstract “AI-powered” claims.
The same reports run in English, French, Polish and many more, with dozens of variants live at once. For a global enterprise advertiser, atomizing and localizing a few flagship assets is how one research study becomes thousands of ads.
We build LinkedIn and paid programs for high-consideration B2B and hr & hiring tech buyers — measured on pipeline, not impressions.
Book a free ad auditAt enterprise scale with a research- and authority-led program: a franchise of gated reports (The Global State of Skills, the Agentic AI report, the Industry Edge Matrix) turned into document ads and stat hooks, heavy analyst proof (Gartner Magic Quadrant Leader), an AI-agents product push (Workday Extend), finance-ROI creative, and executive event video — all localized across many markets, with thousands of ads live at once.
The enterprise buying committee for HR and finance software — CHROs and People leaders, CFOs and finance teams, and CIOs/IT. Creative like “a Gartner Leader your CFO, CHRO and CIO can agree on” deliberately addresses all three at once, because enterprise HCM/ERP is a multi-stakeholder purchase.
Owning benchmark research (skills, agentic AI, industry AI readiness) makes Workday a trusted authority in a relationship-driven enterprise market, and each report is a credible, gated lead magnet. It also lets Workday atomize a few flagship studies into thousands of localized ad variants.
Build an owned-research franchise you can atomize into many ads, speak to the entire buying committee in a single line, turn analyst wins into headline creative, ground AI messaging in real customer proof, and localize a few flagship assets relentlessly to scale a global program.