Recruit diverse and qualified professionals


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.

Key Results

Reduced CPA by


New Audience-Based Creatives


Intent Signals

  • Career Resources
  • Employee Development Plan
  • Biomedical Technician
  • Medical Training Program
  • Biomedical Sciences
  • Research Scientist
  • Diversity in the Medical Field
  • Maternity Leave
  • Employment Laws