Attracting Diverse, Top Talent with Google Analytics and Remarketing Lists for Search Ads
Company Size
1,000+
Region
- America
Country
- United States
Product
- Google Analytics
- Google AdWords
- Google Tag Manager
Tech Stack
- Data Analytics
- Search Marketing
- Remarketing
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Education
Applicable Functions
- Human Resources
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Predictive Quality Analytics
Services
- Data Science Services
About The Customer
Teach For America is an organization that enlists, develops, and mobilizes our nation’s most promising future leaders to grow and strengthen the movement for educational equity and excellence. The organization recruits “remarkable and diverse individuals to become teachers in low-income communities” to confront educational inequality classroom by classroom. These are some of the most distinguished and desirable job applicants in the world, and they’re also pursued by big brands offering big salaries. The organization is headquartered in New York, NY.
The Challenge
Teach For America is an organization that recruits distinguished individuals to become teachers in low-income communities to confront educational inequality. These individuals are some of the most desirable job applicants in the world, pursued by big brands offering big salaries. Keeping these applicants engaged throughout a rigorous selection process is essential. The challenge was to stay top-of-mind with these illustrious applicants. Some qualities valued by Teach for America are difficult to quantify, like leadership or passion for equality while others are fairly easy. For example, an applicant’s GPA helps the organization understand the individual’s academic achievement. Teachers with backgrounds in science, technology, engineering, and math (STEM) are in high demand by schools around the country, so Teach For America is focused on attracting more people with these backgrounds into the corps.
The Solution
Teach For America and LunaMetrics partnered to stay top-of-mind with their illustrious applicants by uniting the Audiences feature in Google Analytics with Google search remarketing in AdWords. Basic information provided by users early in the Teach For America application process was made available in the Google Tag Manager Data Layer, captured in Google Analytics using Custom Dimensions, and then used to group users anonymously into custom segments. These segments, once combined, allowed the Teach For America team to identify and engage the most competitive potential teachers as they planned their careers. Teach For America then used the segments for applicants with the most desired qualities to create audiences in Google AdWords and crafted personalized campaigns on the Search Network with Remarketing Lists for Search Ads (RLSA).
Operational Impact
Quantitative Benefit
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