The “Link or Create and Link HubSpot Object” automation rule in HubSpot for Jira intelligently searches for an existing HubSpot record and links it to a Jira work item – or creates a new record and links it if none is found, eliminating the need to manually handle mixed datasets. In our detailed walkthrough, we break down exactly how to configure this two-in-one rule so your team can automate CRM-to-project-tracker connections regardless of whether records already exist in HubSpot.
This is Episode 3 of our HubSpot for Jira automation rules series, and it covers the most flexible rule available – perfect for scenarios where you simply don’t know if a record is already in your CRM.
We walk through everything in our video, including what the rule does, a practical use case, and the full two-part setup:
What the Link or Create and Link Rule Does
At its core, this rule is two rules in one. When something happens in Jira, such as a work item being created or a status change – the HubSpot for Jira app goes into HubSpot and searches for an existing object. That object can be a contact, company, deal, or ticket. If the object is found, the rule automatically links it to the corresponding Jira work item. But if the object doesn’t exist in HubSpot, the rule will go ahead and create it, then link it.
The rule name itself tells the whole story if you read it carefully. “Link” is the first attempt – if the object exists, link it. “Or Create and Link” is the fallback – if it doesn’t exist, create it, then link it. This makes it the best-of-both-worlds option and the rule you should reach for when you’re not sure whether a record will already be in HubSpot and you want the automation to handle both cases gracefully without breaking.
Real-World Use Case: Event Leads
To bring this rule to life, imagine your sales team is running an event and leads come in through a Jira intake form. Some of those leads are already in HubSpot as contacts from past campaigns. Others are completely new and have never interacted with your company before.
With this rule, you don’t have to think about it. Existing contacts get linked automatically to the Jira work item. Brand new contacts get created in HubSpot and linked. Either way, every Jira work item ends up connected to the right HubSpot record – no manual sorting, no duplicate handling, and no broken automations when a record is missing.
This is particularly valuable for teams dealing with mixed datasets where some records may or may not already exist in the CRM. Instead of building separate automation flows for “find and link” versus “create and link,” this single rule handles both paths automatically.
Why Field Mappings Do Double Duty
One of the most important things to understand about this rule is that field mappings serve two distinct purposes simultaneously. First, the mappings tell the rule how to find an existing object in HubSpot. For example, you might match on email address to locate an existing contact. Second, the same mappings tell the rule what data to use to create the object if it isn’t found – like name, phone number, or any other property you want populated on the new record.
This dual-purpose design means you need to be thoughtful when configuring your mappings. The fields you select must work both as search criteria and as creation data. Getting this step right is critical to ensuring the rule functions correctly in both scenarios.
Two-Part Setup Guide
Like the other rules in this series, the Link or Create and Link rule follows a two-part setup flow: first inside the HubSpot for Jira app, then inside Jira Global Automation.
Part 1: Setup Inside the HubSpot for Jira App
Start by opening the HubSpot for Jira configuration and navigating to the automation screen. Click to create a new automation rule and give it a descriptive name – something like “Link or Create HubSpot Contact from Event Lead.” Keep this name in mind because you’ll need it again in Part 2.
Next, select that this is a Jira to HubSpot automation. For the action, choose “Link or Create and Link HubSpot Object.” Then select the Jira space the rule should apply to and choose the HubSpot object type — contact, company, deal, or ticket.
Now set up your field mappings. As mentioned, this is the most critical step for this particular rule because the mappings serve both as search criteria to find existing objects and as the data template for creating new ones. For example, you might map a Jira field containing an email address to the HubSpot contact email property – this allows the rule to search by email and also populate the email field on a newly created contact. Add additional mappings for any other properties you want included, such as name or phone number. Once everything is configured, save the rule.
Part 2: Setup in Jira Global Automation
Now head over to Jira Global Automation and create a new automation flow. Pick your trigger based on your scenario – this could be “work item created,” “status changed,” or whatever event fits your workflow.
Add an action and from the list, find HubSpot CRM for Jira. From the available actions, choose “Link or Create and Link HubSpot Object.” Then select the rule you built in Part 1 by the name you gave it earlier. Save and enable your automation, and you now have a workflow that handles both existing and brand new HubSpot records automatically.
When to Use This Rule Instead of Simpler Alternatives
This series covers seven automation rules in total, and understanding when to use each one is key. The simpler “Create New HubSpot Object” rule is ideal when you know for certain that a record doesn’t exist yet – every trigger should result in a new HubSpot record. The “Find HubSpot Object and Link” rule works when you’re confident the record already exists in HubSpot and just needs to be connected to Jira.
The Link or Create and Link rule is the one to reach for when you cannot guarantee whether a record already exists. It eliminates the guesswork and ensures your automation doesn’t fail or produce errors when encountering either scenario. This makes it the most flexible and forgiving rule in the entire series.
Important Note on the Automation Experience
The setup shown in our video showcases the upcoming HubSpot for Jira Automations experience, which allows you to configure 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’re using the current version of the app, some of the steps shown may look different and require web request URLs to achieve the same outcome. For guidance on setting up automations in the current version, refer to the documentation provided by resolution Reichert Network Solutions GmbH – a Platinum Atlassian Marketplace Partner that built HubSpot for Jira to keep your CRM and engineering tracker perfectly in sync.
What’s Next in the Series
Up next in the series is the “Find HubSpot Object and Unlink” rule, which handles the reverse scenario – disconnecting linked records when conditions change. The full series covers all seven automation rules available in HubSpot for Jira, from creating and linking objects to unlinking them, sending notifications to linked records, and even creating new Jira work items from HubSpot.
