Employer Branding
Challenge
Wyeth was faced with a large-scale hiring initiative to accommodate the manufacturing of a new pharmaceutical product in their Andover, Massachusetts facility. Their search focused on two target audiences:
- Current manufacturing engineers
- Graduating college students with life sciences degrees
Solution
Shaker proposed a highly personalized campaign to include:
- Color print ads in The Boston Globe
- A featured placement posting on BostonWorks.com
- E-card
- Billboards
- Search engine marketing
Results
Throughout the three-month campaign, Shaker ran weekly reports monitoring the number of clicks achieved, cost per click, click-through rate, and dollars spent for each keyword. By expanding parameters and modifying the keywords used, Shaker was able to quantify the fact that the campaign was working: the compelling creative, coupled with the strategic and targeted media campaign clearly increased client ROI, and substantially increased the right fit, quality candidate pool for Wyeth to meet this urgent hiring need.
