Every year AstraZeneca runs a postdoc fellows recruitment program across their IMED Biotech unit. The program launched in 2011 and has grown to over 130 scientists. The company relies on the innovation that postdocs bring, so they need to reach a wide, international audience of potential candidates.
AstraZeneca was interested in raising awareness and engagement of their postdoctoral recruitment campaign to support the largest intake via its annual program.
With the goal in mind to deliver a recruitment message across channels that eligible candidates trust, AstraZeneca partnered with our Nature Custom Media team to publish a conversation with their Chief Scientist, Nick Brandon.
Our branded content solution could provide AstraZeneca with a new format to reach a wide international audience, and using a Q&A format would engage readers while also emphasizing the allure of the postdoc program.
A six-week drive-to-site campaign utilized a mix of marketing channels to ensure the Q&A branded content would reach the right audience.
The marketing team ran highly targeted campaigns across nature.com, in combination with off-platform acquisition via social media advertising and email.
Extensive creative testing of the co-branded creative optimized traffic-driving and engagement to deliver higher results for AstraZeneca’s message.
The resulting Q&A allowed the Chief Scientist of Neuroscience to clearly outline the benefits of the program on nature.com and in print.
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