Success / Impact
2.4x Higher CTR
Builder Opportunity messaging generated 2.4x the click-through rate of Community Impact messaging.
62.5% Lower CPC
The winning messaging direction reduced cost per click from $50.00 to $18.75.
71% Higher CTR
Sacramento-focused imagery generated 71% higher click-through than employee/project imagery in the second test.
Overview
I led campaign strategy, messaging, creative direction, oversight, and reporting for a targeted recruitment campaign designed to attract senior engineering leaders to Harris & Associates’ Sacramento practice. Working across recruiting, marketing, creative, and firm leadership, I developed the campaign positioning and messaging framework and structured a two-stage LinkedIn A/B test to identify which messages and visuals resonated most strongly with prospective candidates.
The first test compared two leadership value propositions, with the stronger message advancing into a second test comparing employee/project and Sacramento-focused imagery. I monitored campaign performance and translated the results into actionable insights, creating a test-and-learn approach that supported the immediate recruitment effort while informing future recruitment marketing.
