Driving Healthcare Recruitment with Social Media Marketing
/ Case Study - Social
/ The Brief
Driving Healthcare Recruitment with Social Media Marketing
With the arrival of the COVID-19 vaccine, the health system set up a temporary vaccination site in their area to help administer vaccines to the community.
In just two weeks, this campaign generated so many applications from the community that the health system requested for the campaign to be turned off because they were able to fully staff the clinic.
/ Highlights
/ Challenge
The Problem
With the arrival of the COVID-19 vaccine, the health system set up a temporary vaccination site in their area to help administer vaccines to the community. The clinic was quickly underway with a grand opening date of mid February and needed to staff this clinic as soon as possible. The positions needed to be filled varied from registered nurses, administrative workers, and parking lot attendants.
Given the budget constraint of just over $4k, we wanted to make our budget stretch as far as possible.
/ Solution
What we did
We implemented a Facebook and Instagram feeds campaign setup with a conversions objective. Given the variety of positions the health system was recruiting for, our target was adults 18+ living within a 50 mile radius of their city. By utilizing the Facebook and Instagram platforms, we targeted people who matched the following interests: entry-level job, temporary work, shift work, job interview, employment, part-time, career development, application for employment, employment website, job fair, or professional development. Our team set up a custom conversion event to track the application form submit that served as both our KPI and optimization point.
We know that social ads can be shared, generating earned impressions so we build a social-focused strategy. Given the budget constraint of just over $4k, we wanted to make our budget stretch as far as possible which removed a more deterministic LinkedIn campaign from consideration due to typically higher CPM rates on that platform.
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