We identified three primary channels for this healthcare recruiting campaign: LinkedIn, Facebook, and programmatic display.
Linkedin was chosen to reach the job-seeking audiences while they were searching. Plus, because they could use job title targeting to be confident the intended audience was being reached. This tactic led to the highest number of “apply now” conversions.
Results: 1,496 application form submissions
Display was chosen to drive site traffic. Data segments allowed the team to reach niche job titles relevant to the target audience. Using custom data segments allowed for granular job title targeting, while also reaching a larger number of likely users. We ran all job titles in one campaign. Each ad set was targeting a specific job field driving users to unique landing pages.
Display Results: Nearly 10,000 recruitment page views
With Facebook, we navigated targeting limitations since employment is a special ad category. This forced a more general targeting strategy focused more on consideration, driving scale for the campaign. Like display, this was primarily used to drive site traffic and make job seekers aware of open positions.
Facebook Results: 0.63% CTR, 5,650 interview page views, 8,783 career page views
This cross-channel strategy allowed us to target niche job titles and drive high site traffic, despite 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.