We identified three primary channels for this healthcare recruiting campaign: LinkedIn, Facebook, and programmatic display.
Linkedin was chosen because it allowed the team to reach the job-seeking audiences while they were searching, and because they could get granular enough with the audiences through job title targeting to be confident the intended audience was being reached. This tactic led to the highest number of “apply now” conversions, with 1,496 submissions.
Display was chosen as a tactic primarily to drive site traffic. Data segments allowed the team to reach niche job titles the client was promoting, but also allowed them to increase site traffic to the job openings where the audience could find positions that fit their skillset. Using custom data segments allowed for granular job title targeting, while also allowing the campaign to reach a larger number of likely users.
For programmatic display, we ran all job titles in one campaign, with each ad set targeting a specific job field that drove users to unique landing pages. In addition to clicks to the respective job pages, the campaigns generated significant traffic to the recruitment pages, nearly 10,000 page views in total.
With Facebook, we navigated targeting limitations since the campaign would run in a special ad category promoting employment. This forced a more generalized targeting strategy focused more on consideration rather than immediate conversion, driving scale for the campaign. Like display, this was chosen as a tactic to primarily drive traffic to the site and make relevant job seekers aware of the various open positions. On Facebook we saw a click through rate of 0.63%, exceeding the 0.5% benchmark. This led to 5,650 interview page views and 8,783 career page views.
This cross-channel strategy allowed us to target niche job titles and drive high volumes of site traffic, despite ad category limitations. Healthcare and pharma brands often defer to brand awareness campaigns due to restrictions in targeting sensitive audiences and compliance laws. However, this campaign showed how health-focused brands can shake that mold and achieve out of the box, lower-funnel goals, such as recruitment, using strategic digital media plans.