IRS

The IRS engaged Sensis to launch a high-impact media campaign aimed at attracting qualified candidates for IRS agent roles. Through data-driven targeting, agile media optimization, and continuous performance measurement, the campaign significantly increased traffic to the IRS careers portal and improved cost-per-click (CPC) and conversion efficiency over baseline benchmarks.

- Increase visibility of IRS agent positions in a competitive recruitment market
- Efficiently allocate media spend to drive high-intent traffic
- Continuously refine messaging and placements to maximize applications

Audience & Market Intelligence
We utilized syndicated and proprietary tools (CMR/Kantar, MRI/Doublebase, Experian Simmons, Geoscape GIS, ComScore, Scarborough) to map the locations of likely IRS agent candidates, their media consumption habits, and the messaging that resonated with them.

Strategic Media Planning & Creative Execution
- Designed a media plan focused on high-performing channels (career sites, financial news, government job boards, programmatic display
- Developed creative assets tailored to highlight IRS agent role benefits
- Employed engagement-based pricing models and real-time optimization
- Maintained collaborative oversight with IRS through regular performance reviews and adjustments

Performance Tracking & Optimization
We set up dashboards tracking clicks, CPC, conversion rates (career site visits → job application starts), and incremental lift. Weekly and quarterly reviews enabled iterative refinements in targeting, creative, and bidding.

- +60% increase in traffic to the IRS Careers “Agent Opportunities” landing pages compared to baseline
- CPC reduced by 35% through optimization of placements and bidding strategy
- Click-to-application conversion rate improved by 25%
- Media spend efficiency improved so that each incremental dollar delivered higher qualified traffic