With most of its online recruiting resources focused on the U.S. market—despite the fact that the company also hired significantly in the U.K. and Sweden—AstraZeneca was losing prospective employees to competitors that were investing more in their global online recruiting and getting more bang for their SEO buck.
On AstraZeneca’s behalf, 451 Marketing undertook a three-pronged approach that made the agency the winner of the Best SEO category in PR Daily’s 2014 Digital Awards, with SEO serving as one of the cornerstones. Along with pay-per-click advertisements and a social media advertising campaign, SEO accounted for a massive boost in visits to AstraZeneca’s recruiting site and, more importantly, a huge increase in conversions. Demonstrating the payoff for the SEO enhancements, rankings for number and distribution of keywords rose by 463 percent, and the top keywords have risen more than 90 positions in Google’s rankings.
We congratulate the 451 Marketing team of Francis Skipper, executive VP of digital marketing; Melissa Sciorra, SEO account manager; and Susie Anderson, social media director.