Case Study: How Adyen Solved Their Employer Branding Challenge with HackerX Amsterdam
Millions of people use Adyen technology every day without knowing the company name. As a B2B payments platform powering transactions for Facebook, Uber, Dropbox, and Airbnb, Adyen faced a challenge common to enterprise software companies: how do you attract top engineering talent when consumers have never heard of you?
The Employer Branding Challenge
Headquartered in Amsterdam with eight offices worldwide, Adyen had the technical challenges and compensation to attract elite engineers. What they lacked was brand recognition in the developer community. Despite being one of the largest technology companies in Amsterdam, many candidates simply did not know about Adyen technology or culture.
The HackerX Partnership
Adyen partnered with HackerX in 2016 to solve two problems simultaneously: fill open engineering roles and build awareness within the Amsterdam developer community. Working closely with their recruiting team, HackerX identified and targeted key hiring roles while ensuring exposure to major influencers in the local tech scene.
The Results
Over two events, the partnership delivered impressive results:
- Most hires during a single event: 4
- Most signups per event: 160
- Total events: 2
- Average invites per event: 2,250
Maikel Lobbezoo, Head of HR at Adyen, captured the experience: “There was an amazing vibe at our private HackerX event, which resulted in multiple hires!”
Beyond the Hires: Building Brand Awareness
While the direct hires provided immediate ROI, the employer branding impact extended further. With 2,250 developers invited per event and 160 attending, Adyen gained exposure to a significant portion of the Amsterdam tech community. Even developers who were not immediately hired left with a positive impression of the company.
The B2B Employer Branding Playbook
Adyen experience offers a playbook for B2B companies facing similar challenges:
- Accept the awareness gap: Consumer-facing brands will always have more recognition; focus on what you can control
- Invest in face-to-face: When candidates do not know your brand, personal interactions matter more
- Create memorable experiences: The “amazing vibe” Adyen created left lasting impressions
- Think beyond immediate hires: Every attendee is a potential future candidate or referral source
For B2B companies struggling to compete with household-name employers, the Adyen case study demonstrates that targeted, high-quality recruiting events can level the playing field.
