Building a National Talent Pipeline in Seven Months
The Massachusetts Commission for the Blind needed to build a recruitment pipeline for a profession most people have never heard of. Across seven months, six states, and four platforms, we delivered 12.7 million impressions, over 315,000 engagements, nearly 50,000 landing page views, and more than 57,000 conversions.
CHALLENGE
THE
There is a workforce shortage in Vision Rehabilitation, and it starts with the fact that almost nobody knows the field exists. Orientation and Mobility. Vision Rehabilitation Therapy. Assistive Technology. These are stable, meaningful careers with graduate programs attached, and they compete for attention against nursing and physical therapy and every other healthcare path a student has actually heard of. The Massachusetts Commission for the Blind needed to fill graduate programs in Vision Studies, and the audience was not one group but four: undergraduates, current graduate students, early-career professionals, and career changers. Reaching them meant running a coordinated campaign across six states simultaneously, in a category with no existing awareness to build on.
We built a four-platform architecture where each channel owned a distinct audience and a distinct stage of intent, then ran continuous optimization across age, gender, geography, and creative for the full seven-month flight.
OUR
APPROACH
Reach at National Scale
Conversion and Deep Engagement
Multi-Audience Targeting
12.74 million impressions delivered across Google Ads, Meta, TikTok, and LinkedIn
TikTok generated 5.94 million impressions and 72,001 clicks among younger audiences
Meta reached 781,500 unique people across 2.59 million impressions
Google video campaigns produced 175,125 interactions and carried the awareness load
Three creative phases rotated across the flight to sustain delivery without fatigue
57,829 TikTok conversions, with February alone producing 16,168
49,442 landing page views driven through Meta, the deepest engagement of any channel
Google Search held a 6.38% interaction rate, capturing people actively researching the field
Google Display recorded an 8.63% click-through rate
315,157 total clicks and engagements across all four platforms
Undergraduate reach through TikTok and Meta, where the 18 to 24 segment led volume with 25,297 clicks
Career changers and experienced professionals through Meta's 55 to 64 segment, which posted the highest CTR at 4.86%
Working professionals through LinkedIn, which improved to a 4.54% CTR within two months of launch
Geographic analysis across all six states to identify where the pipeline actually lives
RESULTS
THE
Seven months, six states, four platforms, one previously invisible profession:
Generated 12.74 million impressions and 315,157 clicks and engagements
Drove 57,829 conversions and 49,442 landing page views
Reached 781,500 unique people on Meta alone
Engaged all four target audiences, from 18-year-old undergraduates to career changers past 55
Identified Texas and California as the highest-volume markets in the campaign, evidence that demand for this field extends far beyond the Commonwealth
STATS SHOW
WE DELIVER IMPACT
%
Impressions Delivered
12.7M
Clicks and Engagements
315K
Conversions Generated
57.8K
OUR
STORY
Recruitment marketing usually assumes the audience already knows what the job is. This campaign could not assume that. Vision Rehabilitation has real openings, accredited graduate programs, and almost no public profile, which meant the work started one step earlier than most recruitment campaigns ever have to. We had to explain the career before we could make the case for it.
That shaped the architecture. Video carried the introduction, because you cannot describe this field in a headline. Google's video campaigns delivered 175,125 interactions. TikTok pushed 5.94 million impressions and peaked in February with 20,982 clicks and 16,168 conversions in a single month. Meta reached 781,500 people and drove nearly 50,000 of them all the way to the landing page. Search then caught the ones who had started looking on their own, holding a 6.38% interaction rate that only comes from genuine intent. Four platforms, four jobs, one funnel.
The audience data is where this campaign earns its keep for anyone thinking about graduate recruitment. Eighteen to twenty-four year olds delivered the volume, exactly as expected. But the fifty-five to sixty-four segment posted the highest click-through rate of any age group on Meta, and LinkedIn's performance improved every week after its May launch, reaching a 4.54% CTR by June. There are experienced professionals out there who would take this career if somebody told them it existed. That is a finding, not a footnote.
The geography told its own story. Texas and California generated the highest engagement volume in the campaign, and all six target states produced meaningful interaction. For a Massachusetts agency, that reframes the entire recruitment question. The pipeline is not local. The interest is national, distributed, and waiting on somebody to make the introduction. Over seven months, this campaign made it 12.7 million times, and it leaves behind a map of exactly where to go next.
WORK
GALLERY
