Automattic

Automattic scales multilingual customer support across 56 countries with Lifted, an Upwork Company™, hiring in 6 days or less

Aug 19, 2025

In short about the Impact

  • Customer support independent talent sourced across 56 countries

  • 9 languages supported globally

  • 6-day average time-to-hire

  • Enabled flexible freelance support based on real-time demand

  • Internal talent sourcing bandwidth preserved for strategic priorities

The challenges we’ve tackled

Multilingual Demand

Support needed to extend beyond English into nine global languages.

Global Scale

Product adoption outpaced the internal team’s ability to source and hire.

Surging Demand

Seasonal and feature-driven spikes required on-demand talent deployment

Lean Team Model

Internal recruiting resources couldn’t support high-volume, high-velocity hiring

How our solution helped

  • Sourced customer support professionals across 56 countries

  • Enabled multilingual coverage across nine key languages

  • Maintained an average hiring turnaround time of 6 days or less

  • Provided workforce flexibility to ramp up or down in real time

"

We needed to be able to offer support in more languages than just English. Lifted allowed us to find people in countries where we wouldn’t have been able to hire using our traditional practices.

"

Karen Arnold

Global VP of Talent

Key success factors, which
make us different

  • Expanded Reach

    Opened access to talent in markets previously unreachable through traditional hiring.

  • Embedded Coordination

    Lifted’s account team operated alongside Automattic’s internal stakeholders

  • Flexible Contracts

    Allowed Automattic to scale support based on evolving needs

The outcome

With Lifted as a trusted talent partner, Automattic built a multilingual support operation capable of adapting to the needs of millions of global users. The partnership enabled the company to scale customer-facing operations in less than a week, cover nine languages, and preserve valuable internal bandwidth.

While this work was performed when these Enterprise solutions were embedded in Upwork, the same offerings and more are now available through Lifted, an Upwork Company.

Gain visibility into your freelance workforce, today

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Gain visibility into your freelance workforce, today

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Gain visibility into your freelance workforce, today

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