Employment Marketing: Vertex Pharmaceuticals
Top Line Result: Increased traffic to the careers section by 72% over a three month period.
Situational Analysis
Vertex Pharmaceuticals was set to grow dramatically in anticipation of the approval of two major drugs and wanted to both step up their recruiting efforts and increase their name recognition from Boston to Philadelphia. They needed a campaign that would reach out to both passive and active job seekers while creating public familiarity around their brand.
Strategy
OHO created an online advertising campaign to accomplish this objective. As the web continues to play an increasingly important role in recruitment advertising, virtually all job seekers utilize the web in the search process. OHO’s web expertise and “recruitment smarter” results tracking technology were essential for a successful campaign.
OHO developed a three-pronged targeted campaign that strategically placed ads on high-traffic regional sites, on job sites, and on the major search engines.
OHO’s strong marketing and creative team developed concepts that created name recognition and drove potential candidates to Vertex’s website. Our active flash ad around the “Just Maybe” theme dramatically increased click through rates. We developed additional ads that employed dynamic images to emphasize the values and culture of the company using an “extreme sports” theme.
Analytics + Results
- More than 17 million ad impressions
- Actively drove more than 28,000 additional job seekers to Vertex’s career section
- Increased traffic to Vertex’s careers section by 72%
- Increase in site visits from Boston, Philadelphia, and New Jersey
- Above average results on search engine traffic
- Leveraged Google Adwords to advertise on Biotech sites at below market rates
