The Challenge
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.
C&EN BrandLab was tasked with solving this question from the team:
Our Approach:
Attract candidates with compelling industry stories
Showcase talent & resources
Describe a culture of innovation
Have a clear call-to-action
The Program
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.

The Results
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.
Campaign Impressions
Avg. Time On Site
Article Was Read By More Than