In this guide, we walk through the “Find HubSpot Object and Link“ automation rule in HubSpot for Jira, which automatically locates an existing HubSpot record and connects it to a Jira work item so both teams have instant cross-platform visibility. By the end, you will understand exactly how this rule works, when to use it, and the step-by-step setup process across both the HubSpot for Jira app and Jira Global Automation.
This is Episode 2 of our HubSpot for Jira automation rules series, where we break down each of the seven available automation rules end-to-end.
In our video, we cover the full explanation and live setup of this rule in under four minutes:
What the “Find HubSpot Object and Link” Rule Does
At its core, this rule performs a simple but powerful two-step operation. When something happens in Jira – such as a work item being created or a status change – the HubSpot for Jira app goes into HubSpot, searches for an existing object (a Contact, Company, Deal, or Ticket), and then links that object to the Jira work item that triggered the rule. The critical word here is existing. This rule does not create anything new in HubSpot. It locates a record that is already there and establishes a connection between it and the corresponding Jira work item, so both sides of the integration know they are related.
Understanding the Rule Name
The name itself tells you exactly what to expect. “Find” means the HubSpot object must already exist. If there is no matching record in HubSpot, the rule will not create one for you – it simply will not execute. “Link” means that once the matching object is found, a connection is established between the Jira work item and the HubSpot record, so the two reference each other going forward. The entire job of this rule is to locate and then connect. Nothing more, nothing less.
A Real-World Use Case: Bug Fixes Linked to Customer Companies
To make this concrete, consider a common engineering scenario. Your development team uses Jira to track bug fixes. When a developer creates a new bug work item and types a customer’s company name into a designated field, this automation rule can automatically search HubSpot for that company and link the matching company record to the Jira work item.
The result is immediate, bidirectional visibility. The account manager who opens that company record in HubSpot can instantly see the bug being worked on. And the developer working in Jira can see exactly which customer is affected. There is no manual searching, no copy-pasting of information between systems, and no risk of the two teams working in silos without awareness of each other’s context.
This type of automation is especially valuable for support and sales operations teams that need to stay informed about engineering activity without constantly pinging developers for updates.
How to Set Up the Rule: Two-Part Process
Setting up the “Find HubSpot Object and Link” rule involves two distinct parts. First, you configure the rule inside the HubSpot for Jira app itself. Then, you wire it up inside Jira Global Automation so it gets triggered at the right time.
Part 1: Setup Inside the HubSpot for Jira App
Start by opening the HubSpot for Jira configuration and navigating to the automation screen. From there, follow these steps:
- Create a new automation rule by clicking the appropriate button on the automation screen.
- Name your rule with something clear and descriptive, such as “Link Existing HubSpot Company on Bug Creation.” Make a mental note of this exact name – you will need it again in Part 2.
- Select the direction of the automation. In this case, choose Jira to HubSpot.
- Select the action – specifically “Find HubSpot Object and Link.”
- Choose the Jira space that the rule should apply to.
- Choose the HubSpot object type you want to search for. Your options are Contact, Company, Deal, or Ticket.
- Set up your field mappings. This is the most important step. Field mappings define how the rule finds the right object in HubSpot. For example, you might map the Jira field “Customer Email” to the HubSpot Contact’s email property. This tells the rule exactly what value to use for the lookup.
- Save the rule once everything is configured.
The field mappings are what make this rule precise and reliable. Without a correct mapping, the rule would have no way of knowing which HubSpot record corresponds to which Jira work item. You can match on any field that makes sense for your workflow – email, company name, deal ID, or any custom property.
Part 2: Setup in Jira Global Automation
With the rule saved inside the HubSpot for Jira app, you now need to create the automation flow in Jira Global Automation that will actually trigger it. Here is how:
- Create a new automation flow in Jira Global Automation.
- Pick your trigger. This could be “Work Item Created,” “Status Changed,” or any other Jira event that makes sense for your workflow.
- Add an action and from the available action list, find “HubSpot CRM for Jira.”
- From the HubSpot CRM for Jira actions, choose “Find HubSpot Object and Link.”
- Select the specific rule you built in Part 1 by the name you gave it. This is why naming it clearly matters.
- Save and enable your automation.
Once enabled, the automation is fully operational. A trigger fires in Jira, the app finds the matching HubSpot record, and links them together – all without any manual intervention.
Important Note About the Current App Version
The setup process shown in our video showcases the upcoming HubSpot for Jira Automations experience, which allows you to configure your saved automation rules directly in Jira Global Automations without using web request URLs. The automation logic, use cases, and overall setup process remain largely the same as in the current version of the app. The primary difference is that the new experience simplifies configuration by eliminating the need to create and manage web request URLs.
If you are using the current version of the app, some of the steps shown may look different and may require web request URLs to achieve the same outcome. For guidance on setting up automations in the current version, please refer to the official documentation.
Where This Rule Fits in the Full Series
This rule is one of seven automation rules available in HubSpot for Jira. The full series covers:
- Create New HubSpot Object
- Find HubSpot Object and Link (this article)
- Link or Create and Link
- Find HubSpot Object and Unlink
- Unlink All HubSpot Objects
- Notify Linked HubSpot Objects
- Create New Work Item (HubSpot → Jira)
The next rule in the series is “Link or Create and Link HubSpot Object,” which adds an additional layer of logic – if the HubSpot record doesn’t already exist, it creates one and then links it. This contrasts with the “Find” rule covered here, which strictly requires the record to already be present.
Getting HubSpot for Jira
HubSpot for Jira is built by resolution Reichert Network Solutions GmbH, a Platinum Atlassian Marketplace Partner. The app keeps your CRM and your engineering tracker perfectly in sync by allowing you to link issues to HubSpot records, push data both ways, automate object creation, and give every team the context they need without leaving their tool. You can install it directly from the Atlassian Marketplace. For questions or support, you can reach the team at support@resolution.de.
