As a global powerhouse, Hewlett Packard is known for its advances in technology. However, the company needed help expanding its reputation as a chemical company, one that hires not only engineers, but also chemists and chemical engineers. HP partnered with C&EN to figure out how it could find the right applicants for its open positions, and build a pipeline of interest for future openings. HP specifically needed to source chemists specializing in niche verticals in a range of applications, including expertise in textile, organic, polymer and environmental chemistries, as well as material scientists, chemical regulatory experts, toxicologists and intellectual property chemists.

At right, screenshots show HP’s custom content campaign. Beyond C&EN BrandLab researching, writing and publishing content highlighting HP’s strengths, C&EN also created a cohesive and recognizable design throughout all elements.

Using its powerful distribution network, C&EN then pushed the content out through a multiple channels including social, digital, native advertising units, and newsletters.

By employing a successful content strategy and serving our target audience, we were able to generate significant results. These results were tracked through on-site analytics, social media platforms and DFP.