Developing more impactful brand presence for Agilent Technologies

Challenges

The brief

Agilent, a leader in life sciences, diagnostics and applied chemical markets, partnered with Cielo’s employer brand consulting team to help build their brand presence on social media. Agilent wanted to leverage its recent achievement of being named one of the World’s Best Employers by Forbes in content that would be well received on social media. The goal was to not only grow the company’s following and engagement on social platforms but also showcase Agilent as an employer of choice to attract, engage and acquire new talent.

Solutions

Maximizing brand presence

To encourage maximum levels of engagement on social media, content needed to be eye-catching, compelling and easily digestible to capture the attention of both active and passive candidates. This led Cielo's expert Consulting team to produce a 30-second animation for use across social media, featuring Agilent’s recent Forbes recognition.

For the paid campaign, we took advantage of Agilent’s global footprint and partnered to identify untapped markets. This allowed us to target and reach people who had visited Agilent’s careers site within the last 180 days – maximizing brand presence and engagement.

Results

Soaring past benchmarks

Following initial success, the campaign was extended from one month to three with a budget increase from $500 to $1,500 to maintain momentum. With the target audience – “warm candidates” – already engaged through tailored advertising, Agilent saw significant success and an increase in overall page "likes."

Benchmark data indicated an average cost per page ‘like’ of approximately $1.07. But the campaign was optimized to specifically target the intended audience, resulting in a reduced cost per page ‘like’ of $0.27. This optimization contributed to an impressive 85% growth in followers on Agilent’s Facebook page. With an expanded follower base, the brand gained greater recognition, paving the way to increase traffic to the careers site and ultimately improving conversation rates over time.

The content also yielded over 260k impressions, obtained 5k+ page likes and reached over 100k+ new viewers, further highlighting increased brand presence and the campaign's effectiveness.