The power of automation 2.0: Zapier and Integromat

Automate repetitive tasks, connect your favourite tools and massively increase your efficiency with Zapier and Integromat

 What if you could increase your efficiency by letting all of your favourite tools like Slack, G-suite, LinkedIn and your ATS / CRM work together? And what if they continue to work together while you are asleep?

In this article I will show you how you can let your favourite tools work together with Zapier and Integromat.

Why is this article useful for you:

1. You will understand how to automate your workflow

2. You will understand how tools like Zapier and Integromat work

3. You will learn several examples of automation you can use in your daily work as a recruiter or sourcer

4. You will learn how to connect a Google Spreadsheet to DuxSoup and LinkedIn

5. You will learn what an advanced automated outreach workflow could look like

This article will show you:

1. How to automate your workflow

2. How tools like Zapier and Integromat work to achieve this

3. The difference between Zapier and Integromat

4. Examples of automated worfklows

5. A step by step guide how to connect a Google Spreadsheet with DuxSoup and LinkedIn

6. What an advanced automated workflow looks like

Note to reader: this article has been written by a human but might have been sent to you by automation. 🤖 🚀

1. Zapier and Integromat

Allright let’s start with the basics. What do tools like Zapier and Integromat do?

In short, Zapier and Integromat allow you to connect over 3.000 tools and apps through API’s to work together without having to know any coding. Consider Zapier and Integromat basically as the Google Translate between people from Japan and Brazil. Without Google Translate they wouldn’t be able to communicate with each other but through Google Translate they can now have a conversation without either one of them knowing Japanese or Brazilian.

For the most popular tools and apps like Facebook, G-suite, most CRM’s and DuxSoup, Zapier and Integromat have already created these translations. The only thing you need to do is to give these tools access to your tools and give specific instruction how you would like the tools to talk to each other.

For example: “if a new row is added in a Google Spreadsheet with a LinkedIn URL, I want to connect with this person on LinkedIn via DuxSoup and send a connection request”.

Unfortunately, Zapier and Integromat haven’t created these ‘translations’ for all tools and for some tools you do need to know some basic code to connect them or at least understand the logic to do so.

2. The difference between Zapier and Integromat

So what is the difference between Zapier and Integromat? If you want to know in detail the difference between the two tools I advice you to read this article but I will give you the executive summary below.

Number of connections available

Zapier has more preset ‘translations’ available enabling you to connect more tools. Favoring Zapier over Integromat.

Ease of use

Opinions vary of course but in general if you are new to the game it is advised to use Zapier. Not only does Zapier have more pre set connections (or Zaps as they call them), Zapier is also considered to be easier to use with more examples and support if you get stuck.

Connection of multiple tools

Integromat is much better in connecting multiple tools. If you have mastered the basics and you want to connect multiple tools use Integromat. If you already know from the start that you want to connect multiple tools my advice is to immediately start to use Integromat.


Zapier and Integromat have a different price structure but overall Integromat is (much) cheaper compared to Zapier 🤑.

Because of the price difference and because of our ambition to connect multiple tools with each other, see section 5 of this article, we decided to use Integromat instead of Zapier.

3. Examples of automation through Zapier and Integromat in sourcing and recruitment

Allright sounds great, but what can I exactly automate and how does this work (I hear you think)?

In the section below I will describe some connections that can be useful if your work in sourcing or recruitment.

Connect your ATS to Slack

Wouldn’t it be great if you get a notification of a new applicant, if your dream candidate moves to the next stage of your hiring process or when a hiring manager has (finally) uploaded feedback on a candidate?

Through Zapier and Integromat you can connect your ATS with Slack and you can basically set any alarm / update that happens in your ATS directly into your Slack account. Through this automation you will get immediately notified when something changes and you can follow up immediately.

Automatically save attachments to a specified Google Drive folder

Give Zapier / Integromat access to your Google Mail and your G-suite and you can set an automation to automatically save any attachment you receive in your inbox to a specified folder in your G-suite.

This automation can be handy if you use a separate inbox for incoming applicants who send you their resumes to be immediately stored in the right folder.

This automation also allows you to for example automatically save your monthly recurring invoices to a specified folder on G-suite.

Forward emails with a specific word(s) to someone’s inbox

This automation is especially useful if you are an inhouse recruiter and have a dedicated inbox for applications and you want to forward any application directly to the right hiring manager, recruiter or whoever you deem relevant.

You can basically set any rule here. Very useful for recruitment coordinators as well to quickly schedule and get the right hiring managers involved.

Send a postcard on someone’s birthday, when a candidate is hired or rejected…

What is the last time you received and / or sent a postcard to a colleague or candidate? And if you did, how did it make you feel? This is probably my favorite automation because it allows you to be (super) personal at scale!

Through this automation you can connect a Google Spreadsheet to ClickSend. Which allows you to automatically send a physical postcard to the address in your Google Spreadsheet. You can create a preset message in ClickSend with some custom variables in it to make the postcard personal.

Think about the surprise a candidate has when he/she receive a postcard welcoming him/her to your company! Or a candidate that gets rejected. How is that for a candidate experience?

Of course you can also set this automation based on someone’s birthday and send a nice postcard wishing someone a happy birthday.

Distribute content across your company pages

Zapier and Integromat allow you to connect all major social media channels and you can distribute one post to all channels in the right format. This can save quite some time, especially if you regularly post content.

Automatically send a connection request when you update a Google Spreadsheet with LinkedIn URL’s

In my previous article I showed how you can scrape data from LinkedIn using SalesQL and upload this to a Google Spreadsheet. Zapier and Integromat allow you to go one step further by connecting this Google Spreadsheet to LinkedIn.

Every time that a new row is added Zapier / Integromat will retrieve this data, access LinkedIn through DuxSoup, send a connection request with a preset message and voila.

You can also do this with your first connections and send a direct message based on the same methodology. In section 4 of this article I will show you a step by step approach how to do this.

4. A step by step guide how to connect a Google Spreadsheet with DuxSoup and LinkedIn

In this section I will show you how to connect a Google Spreadsheet to your LinkedIn and send a direct message to any LinkedIn URL in your Google Spreadsheet. Super useful if you have scraped your first connections and want to invite them for something as interesting as a Sourcing Webinar ;).

Step 1. Find the right people to send a direct message too

Use LinkedIn and run a Boolean search and filter on your 1st degree connections to make sure you are sending your message to the right people.

Step 2. Scrape your data using SalesQL

After you completed your search use a tool like SalesQL to scrape your data from your LinkedIn search. Not only does SalesQL scrape your data from a search on LinkedIn, it also adds the right email addresses and phone numbers to your search. This can be useful if you would also like to send an email to the people in your search. You can find out more about SalesQL in this article.

Step 3. Filter out false positives

Filter out your any false positives from your search before sending any messages. Filter out any incorrect job titles and/or company names and/or any other variables that you want to eliminate.

Step 4. Upload your results into a Google Spreadsheet

Unfortunately, Integromat or Zapier don’t connect very well with Excel (Bill you completely missed the boat here!) but they do with all Google products. Upload your data in a Google Spreadsheet, make sure to set the settings on ‘editor’ and give your spreadsheet a name. In our case “Integromat example”.

Step 5. Connect your Google Spreadsheet with DuxSoup through Integromat

Now it is (finally!) time to use Integromat and connect your Google Spreadsheet to DuxSoup. For anyone unfamiliar with DuxSoup read the next paragraph.

DuxSoup is a Google Chrome extension that allows you to automatically connect with people on LinkedIn, send a direct message to your first degree connections and/or ‘view’ someone’s profile.

Great for automation at scale and it’s basically one of the only ways to use Zapier and Integromat in relation to LinkedIn. Our friends from LinkedIn are not very keen on any type of automation so be careful using DuxSoup too much to avoid being blocked.

For this automation to work you need to have a paid account in DuxSoup which is $14,99 per month that you can stop anytime.

Create an account in Integromat and search for “Google Spreadsheet” and “DuxSoup” and select both of them.

In your start screen click on the ‘black clock’ and select at what intervals you want to run your automation. For example, every 15 minutes, run on a preset date or only at specific dates. These settings are only relevant if you run this automation in the background but even if you run the automation once you still need to do this.

After you press “ok” a new window will open in which you need to select Google Spreadsheet.


In the following window that opens you can select multiple ‘triggers’ for Integromat to take action. For example a trigger to take action can be when a new row is added, a specific cell changes value or even when the function ‘INTEGROMAT’ is used in a Google Spreadsheet. In our example we select when a new row is added. Select “Watch Rows”


Your next action is to give Integromat access to your Google Spreadsheet. You do this by clicking on ‘add’ in the field ‘connection’. This action will open up a window in which you give Integromat access to your Gmail account by clicking “ok”.

Give Integromat access to your gmail account so it can access your G-suite spreadsheets.


If successful you will now see that the blank field under ‘connection’ now has data (Adriaan Google Connection…).

Your next step is to select the right spreadsheet that Integromat needs to access to retrieve the right data. In our case “Integromat example” (the name of your spreadsheet).

Make sure that your spreadsheet has headers so you can indicate in which columns Integromat needs to retrieve the right data. Select ‘yes’ under this field and make sure that Integromat has access to your entire spreadsheet. By default Integromat has the range on A1:Z1 but if you scrape more data, which is the case if you use SalesQL, you need to increase your range, in our example A1:BH1.

Set the limit on how many rows Integromat should go through per run before it stops. If you have a large dataset it makes sense to set the number relatively low. If you let Integromat send direct messages to hundreds of people one after the other, LinkedIn might be triggered and block your account.

After you completed these steps you can indicate where Integromat should start (it runs from top to bottom in your spreadsheet). Since we haven’t sent a message to anyone in the spreadsheet and we have a small group of people to send a message to we set this on ‘all’.

That’s it 😀. You have now connected Integromat to your Google Spreadsheet and you are now ready to connect it to DuxSoup by clicking on the “+” icon.

Click the ‘+’ button to connect Google Spreadsheet to DuxSoup and select DuxSoup.

Click on ‘direct messages’, remember we want to invite 1st degree connections for our Sourcing Webinars and send them a direct message.

Your next step is to give Integromat access to your DuxSoup account through a similar set up as you did with your Google Spreadsheet.

Under ‘profile’ you need to select the column that contains the LinkedIn URL’s of the people you want to send a direct message to. If you click on the blank column a list of all the headers of your columns appears and if you click on the correct column name, in our case “person_linkedin_url (AZ)”, it will automatically fill the blank field with the right data.

Select under profile the right header in your Google Spreadsheet that contains the LinkedIn URL

Under message you type your direct message that you want to send to the people in your list. You can add custom variables to make your message feel more ‘personalized’ as I did in the example below by referring to someone’s company and job title.

👉 Pro tip: if you use custom variables make sure that you talk like a human. Some people on LinkedIn use emoticons in front or behind their name on LinkedIn. If you say “Hi 🚀Adriaan” in your opening line, it is very clear you send an automated message. The same goes for company names. Nobody says they work at “Accenture Consulting” but they say “Accenture”. Make sure you adjust this in your Google Spreadsheet.

Talk like a human and you get a response.

Talk like a 🤖… And this will be you…

Once you have created your message press okay and you are all set to run your Integromat!

Click on “Run once” at the bottom of your screen and you will see that Integromat will send a direct message with your custom variable to your list of people in your Google Spreadsheet.

The result:

👉 see what happens if you don’t change the job title or company names and if you make a typo in your message?

If you want to run this automation constantly in the background just select “scheduling on” and Integromat will run in the background on your preset times even when you are asleep .

That’s it. It is that easy. Try it!

“If you keep doing what we are doing, you keep getting what you are getting”

5. Advanced automation

Now if you want to take it up a notch you can connect multiple tools via Integromat. In the example below we have connected the same Google Spreadsheet with DuxSoup, Bouncer, Lemlist and our ATS Loxo.

This set up allows us to send a connection request on LinkedIn, send an email campaign to validated email addresses via Bouncer and Lemlist and automatically upload a candidates LinkedIn profile to our ATS Loxo and upload the candidate to the right job.

On top of this we have added a second automation workflow that stops the email campaigns in Lemlist if someone responded on our LinkedIn messaging to avoid sending follow ups / reminders to candidates that already responded. How is that for an automation?

Below an example of what this automation in reality looks like.

  1. Connection request via Dux Soup.

2. Email via Lemlist

3. Profile update into our ATS Loxo under the right job 🙂

This automation did require some coding and a lot of trial and error to get this up and running and goes beyond the scope of this article to explain in detail.

If you are interested to set up a similar automation, I highly recommend you to watch my presentation on this topic via this link.

If you would like someone else to do this for you and save you time figuring this out yourself send me a note and I can connect you with the right people that helped us set this automation up.

Final thoughts

If used well, automation can save you a tremendous amount of time, massively improve your efficiency and eliminate repetitive tasks. Just give it a try, it’s easier than it looks.

If you are not a bot and actually made it all the way to the end of this article you can help me by sharing it via social media and email. Either via automation or just manually 🙂


👉 A small note about me (yes the author). I am Adriaan Kolff and I am the Co-Founder and CEO of MatcHR. At MatcHR we believe that talent is distributed equally but opportunity is not.

It is our mission to create equal opportunities for everyone. As a fully distributed company we therefore help companies find and hire tech talent across the world.

Interested to hear how we work for companies like TikTok,, Revolut and Grammarly or interested to join our rapidly growing team?

Just fill in our contact form or connect with me on LinkedIn. 

More information?

Send us an email and will come back to you with the speed of light!