Performance Systems: Scaling the Hook on Meta
The Overview For years, the "Hiring?" system I evolved has remained ZipRecruiter’s top-performing control on Meta. As our primary channel for employer acquisition, Meta requires a delicate balance: building enough curiosity to capture a recruiter’s attention without over-explaining the product. I lead the creative strategy to keep this hook fresh through high-fidelity motion and scalable AI-driven systems.
The Strategy
Platform-Native: Designed for scroll-stopping power within the feed.
System-Driven: Leveraging AI and modular frameworks to iterate at scale.
Data-Informed: Prioritizing clarity and conversion over purely aesthetic "cleverness."
Refreshing the Control with AI
The Brief To fight creative fatigue, I pioneered an AI-assisted workflow that generated 50+ unique variations across 10 industries (Healthcare, IT, Manufacturing) in a single production cycle.
The Impact
Scale: Increased creative volume by 5x without increasing manual production overhead.
Performance: Several AI-generated assets matched or exceeded legacy benchmarks, reaching significant spend levels and becoming new controls.
The Performance Benchmark
The Control Before the AI and modular projects, our performance was anchored by a specific series of high-contrast industry assets. These ads worked by putting the "Hiring?" question front and center against a raw, high-impact industry photo to cut through the noise of a busy feed immediately.
The Strategic Bridge I use these legacy ads as the benchmark for every new test I run. By seeing new iterations perform side-by-side with these established controls, we have a clear baseline to prove that our newer, more scalable systems are maintaining—or exceeding—our original efficiency.
Modular Seasonal Systems
The Work I built a modular motion system that allowed us to deploy seasonal creative—from 3D snow globes to marquee lighting—in a matter of hours.
Strategic Wins
Earth Day: A surprise winner that outperformed standard controls and stayed in rotation for months past the event.
Pride: Drove high engagement and share velocity; the algorithm rewarded the social interaction by amplifying distribution and driving a surge in sign-ups.
Technical Craft & Final Impact
The Craft While systems handle volume, I develop custom 3D and physics-based assets to serve as high-impact visual anchors. This ensures the brand maintains a premium polish that builds immediate trust with an enterprise audience.
Final Results
Efficiency: Established modular frameworks adopted across all employer acquisition campaigns.
Longevity: Created creative controls that have remained in the top-performing rotation for years.
Versatility: Proven ability to scale a single, high-performing hook into any industry or seasonal context.