Cape Fear Valley Health
Driving vital healthcare recruitment when it mattered most.
Industry
Healthcare
In the heart of the COVID-19 pandemic, Cape Fear Valley Health (CFVH) faced a severe shortage of nurses, lab techs, respiratory therapists, and other healthcare professionals. Our team partnered with CFVH to revitalize their recruitment strategy, positioning the hospital system as an excellent place to work, grow your career, and make a difference in local communities.
Goals
- Boost recruitment
- Maximize reach
- Engage candidates
- Empower careers
Challenge
With rising patient loads and staffing shortages, 2020 and 2021 were especially challenging for the healthcare industry. CFVH was no exception. We put our heads together to develop a strategy to fill positions with capable applicants quickly, knowing time was of the essence.
Solution
We collaborated with CFVH to create a recruitment campaign that included unique landing pages, targeted media outreach, and geofencing. Through a strategic mix of media, creative, and messaging, we highlighted CFVH’s strengths and attracted quality leads from both organic traffic and targeted candidate pools.
The idea
Go beyond recruitment. Inspire medical professionals to make a difference in their careers and communities.
Here’s how we did it:
Right message, right people
Nurses and other healthcare staff were leaving the field in droves during the pandemic. That meant our recruitment campaign for CFVH needed to do two things: galvanize applicants to make a difference, and show them that CFVH was the perfect place to do it. Our integrated marketing campaign’s overarching messaging hammered this point home to inspire and engage on personal and professional levels.
Unique landing pages
Together, our website designers and marketing creative team crafted five distinct landing pages that resonated with applicants who qualified for CFVH’s high-priority positions. These pages were meticulously constructed to feature compelling copy, sharp design elements, and a seamless user experience. They promoted CFVH as an industry leader that offered stellar opportunities for career growth and community impact.
Targeted media outreach
We developed tactical media to cut through the noise and capture the attention of nursing candidates: CFVH’s top hiring priority. A dynamic approach incorporating paid search engine marketing, digital video services, display ads, social media, and direct mail highlighted the most attractive elements of open jobs, ranging from nursing sign-on bonuses to emotional fulfillment from serving one’s community.
Display ads & geofencing
The best display ads don’t count for much if they aren’t seen by their intended audience. So we didn’t just publish this campaign’s ads on high-traffic websites to keep them top of mind. We also utilized geofencing technology to maximize their reach and presence in strategic locations. Combined, these efforts ensured CFVH’s recruitment ads were seen by the right people at the right time.
Tracking & optimization
By meticulously tracking performance across each tactic, we gleaned valuable insights for long-term recruitment efforts. CFVH planned to relaunch the campaign in 2022. By deeply analyzing what worked and what didn’t, we refined our recruitment approach and gleaned key insights for future recruitment efforts.
The results
No individual aspect of this campaign single-handedly led to its success. We married empathetic messaging with a data-driven approach and presented it all through well-designed landing pages and display ads that resonated in the hearts and minds of candidates. We positioned Cape Fear Valley Health as an industry leader and emphasized their exceptional career-building opportunities. Most importantly, we inspired hundreds of new hires to bolster CFVH’s ranks when it mattered.
28.8%
email click through rate
86.3k
total landing page views
45%
email open rate
17,950
total conversions
+37%
new hires
36.6%
conversion rate
4.9M
total impressions
Josh
Creative Director