We ran a targeted campaign on social media and job boards using CAS Behavioural Health's Nursing Employee Value Proposition & audience motivations. This was to tackle the shortfall of nurses in CAS hospitals and to show the recruitment team that there are nurses out there however they need to know how to target them appropriately.
It’s no revelation that healthcare companies struggle to recruit Nurses. With strong sector growth, increased competition and a limited resource pool of quality candidates, finding Nurses that also fit your company needs can be extremely difficult. CAS were hit hard with the pressure of trying to fill their nursing roles. CAS were posting their roles on any job board possible to try and overcome the hiring challenge of Nurses.
To ensure that we were targeting the right people, we created audience personas for CAS. This included attraction, qualifications needed, motivations and behaviours. Refining our approach, we integrated three main platforms including one social, one paid social and one job board and created heavily targeted messaging that knew worked for Nurses and included CAS’ EVP. Using over six layers of targeting, we constantly managed and optimised the campaign, always using data to inform the decisions. This led us to create an optimised landing page as a destination for all candidates who clicked on any of the sponsored content. All of this was managed through bi-weekly analytics reporting which influenced budget decisions throughout the campaign.
In a short three-month campaign, CAS Behavioural Health received an astonishing 665 CV’s, leading to over 300 Registered Mental Health and Learning Disability Nurses in their contact database. Not only did CAS hire 34 people from this campaign, they also made a £136,000 saving (based on an average agency cost of £4,000).
- 665 CV's received
- 34 Hires made
- £136,000 Saved
We used over 100 targeting configurations in order to set-up this campaign with the relevant targeting criteria, ensuring that CAS were only serving adverts to the best possible audience.
We created a range of engaging, social media friendly images that encapsulated the CAS employer brand.
We created a number of recruitment videos of the employees at CAS Behavioural Health, to show that CAS is a great place to work and that current employees agree with this. The video was – and still is – used on a number of platforms to help CAS recruit Nurses.