Turning Intelligence into Action: How JobsOhio, The Shipyard, and Zeta Are Redefining Customer Acquisition

Zeta Global and The Shipyard partnered with JobsOhio to reshape how talent is targeted, engaged, and influenced using real-time data and behavioral intelligence.

The campaign focused on reaching high-intent job seekers across the country and motivating them to consider relocating to Ohio.

Precision Targeting for Talent Recruitment

Traditional talent campaigns often rely on broad demographics or static media placements. But this effort went deeper.

Using Zeta’s proprietary signals and persistent ID graph, the team pinpointed individuals already showing interest in career change, economic mobility, and quality-of-life factors tied to relocation.

Rather than casting a wide net, JobsOhio focused on job seekers whose digital behaviors indicated readiness to move. That included signals from search activity, content engagement, streaming habits, and more.

Reaching the Right Influencers, Not Just Job Seekers

The campaign didn’t stop at the job seeker. It also identified and engaged the broader “circle of influence” including family members, partners, and others involved in the decision to relocate. These adjacent audiences were surfaced using behavioral patterns and psychographic indicators, then activated across targeted media.

This expanded approach ensured the message reached not only the person considering a move, but those who might support or sway that decision.

Activating Data Across Channels

With audiences defined, the campaign launched across multiple channels: connected TV, audio, social, email, and display. Creative was designed to highlight both the economic and lifestyle advantages of living in Ohio, with messaging tailored to what each audience segment cared most about.

Real-time optimization allowed the team to shift budget and creative toward the best-performing combinations, whether that meant adjusting copy, timing, or media mix. Every element of the campaign was built to drive engagement, not just awareness.

Measurable Impact, Real Results

This wasn’t a brand campaign measured by impressions. It was a data-driven talent initiative tracked against specific KPIs: engagement, lead quality, and cost-efficiency.

Using Zeta’s platform, JobsOhio and The Shipyard were able to track performance across channels, identify what was working, and make smarter decisions fast.

Insights from the campaign also helped refine the profile of who is most likely to move, what motivates them, and how to engage them more effectively in future efforts.

To learn more, watch the full session with Chrystie from Zeta Live 2025.