Zhengzhou University (ZZU) is a public university located in the Province of Henan, China. ZZU is the largest public university in China with 74,000 students and post-graduates, 7,000 staff and 51 departments. In 2017, ZZU set a development plan to become a world class research-oriented institution by 2050, seeking to climb up the international rankings by increasing their research collaborations and citation counts.
ZZU was looking to recruit top scholars and leading academics, including early-mid career researchers, as part of their development strategy. In June 2024, ZZU, in partnership with Nature Research Custom Media, published an Employer Branded Content article to highlight this recruitment initiative, which was hosted on nature.com alongside our trusted content. The article focused on ZZU’s research achievements, and its long-term commitment to recruiting top global talents in an engaging storytelling format. The article was promoted with a comprehensive marketing campaign that targeted audiences interested in career development across Springer Nature’s network of trusted brands.
ZZU’s Employer Branded Content article received over 4,000 pageviews, with 47% of users reading the full article.
| 25% scroll | 50% scroll | 75% scroll | PDF downloads |
| 79.6% | 69.0% | 47.3% | 26 |
“Collaborating with the Nature Careers team to create the branded content for our recruitment and promote the content globally via social media is a new initiative that has expanded the reach of our promotional content.”
Ms. Feng High Level Talent OfficeZhengzhou University
