HireClix Stories: Increasing Brand Awareness for Healthcare in Difficult Markets With Consumer Advertising
THE CHALLENGE
A nationwide healthcare system was struggling to attract quality talent in several challenging priority markets. As their long-standing recruitment marketing agency, HireClix identified low employer brand awareness as a key barrier and implemented a strategy leveraging the HireClix Employer Brand Network (EBN) to expand reach through targeted consumer advertising channels. By increasing employer brand awareness and positioning one of their regional hospital systems as an employer of choice to job seekers, the campaign aimed to boost candidate interest and conversions for key roles in nursing, behavioral health, nurse leadership, and clinical positions.
THE APPROACH
The HireClix team built an EBN campaign strategy spanning social, search, display, and audio platforms. Based on a strong existing partnership, HireClix had a deep understanding of the client’s recruitment challenges, which they leveraged to develop creative assets that conveyed the benefits of working at this healthcare system to job seekers. As experts in consumer advertising, HireClix knew that to achieve optimal exposure and see the strongest results from a digital branding campaign, advertisements should be active for at least three months. Honing in on high-quality candidates using laser-focused targeting across various platforms would be crucial to strongly position the client within the digital landscape. By reaching candidates where they are most active and elevating the organization’s employer brand, would ultimately improve candidate conversions.
THE RESULTS
Throughout the campaign, budgets were optimized across channels based on performance, ensuring the most effective use of media spend. As a whole, the campaign accrued over 3.6 million impressions across digital channels.
Social channels proved to be the most effective, with key metrics significantly outperforming industry benchmarks, attributing to 70% of the total lead volume and achieving the lowest cost per lead at $22.
Search channels were also an extremely effective strategy for this campaign, driving strong engagement with a click-through rate more than double the industry benchmark. The multipronged digital strategy generated thousands of leads for the client’s various nursing, behavioral health, and clinic positions at an average $55 cost per lead, leading to a cost per hire 54% below the industry benchmark. Based on the success of the initial campaign, the client decided to extend the initiative for an additional three months and roll out EBN campaigns for two other priority markets with urgent hiring needs. Including EBN in their ongoing recruitment marketing strategy would increase brand exposure on consumer channels in difficult markets, boost candidate conversion rates, and set the client up for continued success.
HireClix’s Commitment To Transforming Talent Acquisition
At HireClix, we're at the forefront of innovating talent acquisition strategies in a rapidly evolving job market. Our comprehensive approach covers various critical areas to cater to the challenges faced by organizations in today's dynamic landscape.
In response to the demographic shift and overall fluctuation in the job market, our commitment is to keep our Candidate Experience (CX) research up to date in order to provide invaluable insights. Our goal with this research and analysis is to help guide organizations in making decisions around their recruitment advertising investments and shape talent acquisition strategy and infrastructure - including career sites, applicant tracking systems, and social media content.
Our core expertise lies in Recruitment Marketing services. With a focus on media buying, campaign management, and creative services, we offer tailored solutions to address the fluctuations in the talent landscape. We meticulously craft recruitment marketing mixes that pinpoint the most effective candidate sources, ensuring high-quality hires while optimizing ROI.
HireClix Strategic Consulting team is comprised of top consultants with real-world talent acquisition leadership experience. We analyze recruitment systems, process and optimize technology to streamline operations and enhance your employer brand.
HireClix Career Sites are powered by a modern, consumer-grade technology which transforms your career site, making it a compelling point of contact for potential candidates. Discover how our expert designers can craft custom career sites that align seamlessly with your corporate brand guidelines, ensuring you stand out in a competitive talent market.
Employer Brand Network acts as a technological powerhouse, expanding your brand's reach across previously unexplored consumer channels. By activating employer branding campaigns on diverse platforms, we help you engage with potential candidates in spaces where your brand visibility was previously limited.