Challenge
Penn State University gave NAS the challenge of taking the University’s rather static, conventionally formatted jobs page—residing on Penn State’s website—and replacing it with a dynamic and dedicated jobs site. A critical part of the project was to learn Penn State’s employment value proposition and, from that learning, to develop a strong employment brand. Though the website would serve as the primary brand platform, the brand would be implemented in a variety of other media vehicles, both electronic and print, to help drive traffic to the newly designed site. |
Solution
NAS developed an employment brand that evokes the historic spirit of Penn State and portrays the University as offering a total experience that is limitless. Our creative strategy for the new website included using interactive technology to incorporate certain click-and-learn features that
inform and entertain site visitors while reinforcing the brand. To substantiate the site as a dedicated employment portal, NAS recommended a “.jobs” domain name: www.psu.jobs. Simultaneous with launching the website, we executed the brand in a flash e-card, online banners, billboards, tabletop and floor displays, radio spots, newspaper inserts, print brochures and handout cards, all of which promoted the site.
Penn State’s online presence as an employer grew dramatically from the time the site was launched. The 27,500 total page views generated by the University’s previous jobs page in its final month contrasts with nearly 300,000 page views of the new site one month later; four months later (the most recent statistical period), that figure rose to 350,000. Regarding other metrics, the number of unique sessions grew to more than 2.5 times the previous site’s final monthly figure, and the average length of sessions approximately tripled. NAS maintains ongoing analysis of the website, per all the above metrics, which continue to trend upward, as does the figure for total hits (last at nearly 1,671,000/month). Other metrics illustrate cost, quality, speed and efficiency factors. Results have been consistently gratifying.
Results
Because they felt the campaign was right on-target in its branding approach, Busch Gardens decided to run these ads immediately, beginning with their annual Job Safari.  The Job Safari ad generated 1,200 applicants and resulted in 250 hires. The client was very pleased with the results and continued to run more ads in the series.
Consult with NAS to bring out your employer of choice attributes that deliver results! |
