Enhancing Recruitment for CityView Hospital
Overview
CityView Hospital, a prominent healthcare facility, faced challenges in attracting qualified healthcare professionals, including nurses, physicians, and specialized staff. To address this, CityView implemented a strategic digital marketing campaign, utilizing a blend of targeted social media advertising, programmatic advertising, and a comprehensive career portal overhaul.
Objectives
Increase Qualified Applicants: Attract more skilled healthcare professionals to apply for open positions.
Enhance Employer Branding: Position CityView Hospital as a desirable and supportive workplace for healthcare professionals.
Improve Recruitment Efficiency: Streamline the application process to reduce time-to-hire.
Strategy
Enhanced Career Portal
Website Redesign: Improved the usability and aesthetics of the career section on the hospital’s website.
SEO Practices: Optimized content with relevant keywords like “nursing careers,” “hospital jobs,” and local area names to improve search engine ranking.
Content Offering: Included detailed job descriptions, staff testimonials, and benefits information.
Paid Social Media Campaign
Platforms Used: LinkedIn, Facebook, and Twitter.
Targeting Strategy: Targeted ads to users with profiles linked to healthcare professions, and recent graduates from relevant programs.
Ad Content: Highlighted benefits of working at CityView, employee testimonials, and open job listings.
Budget: $15,000 allocated over a three-month campaign period.
Programmatic Advertising
Technology Used: Leveraged a Demand-Side Platform (DSP) to place ads on relevant medical and professional sites.
Targeting Approach: Focused on regions with high concentrations of medical professionals and recent graduates.
Ad Placement: Placed ads on medical journals, educational platforms, and professional forums.
Budget: $25,000 for targeted recruitment advertising over three months.
Execution
Launch Timeline: Rolled out the revamped career portal two weeks before the start of the advertising campaigns to ensure a smooth applicant experience.
Ad Optimization: Continuously optimized ads based on performance metrics, focusing on those generating the highest engagement and application rates.
Integration with HR: Ensured that the Human Resources department was aligned with the campaign, ready to process applications efficiently.
Results
Applicant Increase: Saw a 50% increase in qualified applications compared to the same period last year.
Enhanced Brand Perception: Improved perception as an employer, with a notable increase in unsolicited applications and inquiries about employment.
Recruitment Efficiency: Reduced the average time-to-hire by 30% due to more streamlined processes and a higher quality of applicants.
Key Takeaways
Effective Targeting on Professional Networks: Utilizing platforms like LinkedIn for targeted ads was particularly effective in reaching qualified professionals.
Comprehensive Career Portal: A well-designed career portal served as a crucial touchpoint, significantly enhancing applicant experience and engagement.
Strategic Ad Timing and Placement: Programmatic ads placed on specific professional sites ensured that job openings were visible to the right audience at the right time.
Conclusion
CityView Hospital’s targeted digital marketing campaign effectively increased the number of qualified healthcare professionals applying for positions, enhancing the hospital's reputation as a leading employer in the healthcare sector. By integrating detailed planning with dynamic execution, CityView was able to meet its staffing needs efficiently, positioning itself for continued success in a competitive healthcare environment.
