Overview
The campaign goal: to recruit medical professionals for a children’s research hospital, including bioinformatics scientists, researchers, and IT professionals.
Beyond job search categories, IntentKey revealed less obvious categories of interest around specific job perks:
- Working from home
- Continued education
- Training and development
A true audience profile also emerged: middle-aged, Asian, and African American females with children, predominately from the Mid-South.
Creative was revised to resonate with the newly defined target audience, which resulted in a CPA of just 17% of the original campaign goal. This tremendous success led to an expanded recruitment effort and established a new diversity initiative to recruit women, minorities, and those with disabilities.
