We’re all about problem-solving here at Coles Marketing. Creative solutions.
One of our clients that manages senior living communities came to us when they found themselves with a shortage of nurses. This is a nationwide problem, as healthcare is improving and the aging population is growing. Due to the widespread need for nurses, we increased our client’s digital and social media presence, delivering ads that helped further build their brand and compelled job seekers to click on listings.
Rather than relying on standard job websites, we tailor-made one just for our client. This comprehensive careers website goes far beyond offering simple job descriptions. It also includes a detailed look at benefits and several video testimonials that dive deep into the warm, family-like atmosphere of the company and how it has changed people’s lives for the better.
We’re also employing other complementary strategies to drive potential applicants to the new website, including some of the following:
- Customized digital advertising campaign
- Targeted Indeed ads
- Social media posts
- Other career sites that scrape our career site to repost the jobs on their own (Career Builder, Glassdoor Google Jobs, LinkedIn, Zip Recruiter, etc.)
So far, the site has been a great success! And we have the numbers to prove it.
- 14% of first-time visitors take some sort of employment action, such as applying to a job, calling the phone number for more
information or signing up for job alerts if they don’t find an open position that’s right for them.
- Remarketing ads to those who didn’t take advantage of the site initially led to a boost in employment actions last month.
- Since taking over our client’s sponsored Indeed campaigns, the average cost per application has decreased by more than 66%.
Creating this careers website and complementary digital strategies not only helped our client save money and add talent to their team, but it also helped them build their brand. This is the kind of success story we aim to tell again and again.
If your recruiting campaigns need a boost, give us a call today at 317-571-0051!Edit this post
With more than 191 million daily active users, Snapchat has an extremely captive audience. To take advantage of these viewers we recently ran a Snapchat campaign for one of our healthcare clients.
Snapchat offers three main options when creating ads:
- To Drive Awareness
- Mostly for current events or limited time promotions
- To Prompt Users to…
- Install an app
- Visit a website
- Watch a video
- To Drive Conversions
- Website conversions (secondary actions on websites such as purchasing items or calling from website, etc.)
Snapchat recently significantly lowered their daily budget minimum to get more people to use the platform on the advertising side, making it a lot more appealing to pursue. The platform allows you to narrow your targeting to reach many different types of demographics based on age, location and interests.
We ran a two-week advertising campaign on the app for our healthcare client wishing to increase its talent acquisition. Our goal was to increase awareness of the open positions offered and drive potential applicants to the website in hopes they would apply.
We used two slightly animated graphics that encouraged the user to swipe up to view current openings. If they swiped up it would take them directly to our client’s career website page. Our engagement for this campaign performed 30 percent better than our other social media digital advertising campaigns.
Since Snapchat is ever-evolving, there is so much more to learn when creating in-depth graphics, gifs and videos within the mobile platform.
By Broden Chapman,
Digital Marketing Coordinator
The demand for healthcare professionals is rapidly increasing, but finding the right talent can be a daunting task. And old-school approaches can lead to a surplus of unqualified candidates. In the old days, we would hire. Now we need to recruit. And recruitment takes consistency and targeting. When your potential employee is having a bad day and decides to make a career move, your company should be the first name that pops in their head.
Coles Marketing offers innovative approaches to help healthcare companies hone in on the best people to join their team.
Digital Recruitment Tools
Posting information about open positions on job boards such as Indeed and Zip Recruiter is certainly a crucial step, but it’s far from the only one you should be taking to attract potential new hires. Here are some other methods.
Behavioral Display: Target the candidates YOU want to hire. And target them when they are thinking about making a job switch. A potential hire’s digital footprint is out there. Use it to identify the right candidates and display the right message at the right time. An in-market candidate could be ripe for the picking.
Geotargeting: Need a physical therapist at your Phoenix clinic? Geotargeting will allow you to deliver ads to people in that particular area. You can even target specific places in which you are likely to find qualified candidates, such as fitness facilities or universities offering degrees in physical therapy. This narrows down the talent pool and helps you get closer to finding the ideal people.
Building Your Brand on Social Media: Studies show that medical professionals are often willing to take a pay cut in order to work for a company with a compassionate culture. Social media is the perfect outlet for showing the kind and caring nature of your employees. Post pictures of staff members enjoying their time together or patient testimonials praising the high-quality care they provide. This will go a long way in giving your brand a sense of personality and warmth. And it will also attract candidates looking for greener pastures or a positive work environment.
One of our recent healthcare recruiting campaigns that emphasized the environment of a healthcare company led to a 40 percent drop in job openings there. We ended up filling the openings within three months of activating this campaign. Quick turnaround!
E-Mail Marketing: This approach also reels in potential hires with its personal touch. You can customize the text to include their name in the body of the email and even in the subject line, which increases the open rate. You can also give them a heads-up about your open positions and the career fairs in which they can meet you and learn more about job opportunities.
Email marketing can also serve as a soft approach to targeting candidates with display ads online. Email addresses can be entered into Google and Facebook to help with drip campaigns, displaying your latest openings or new perks for the job. This tactic is cost-effective, and it delivers messages to your ideal candidates slowly over time, so you don’t seem to be bombarding their inbox. Collect email addresses and use them wisely, whether delivering directly to inboxes or following them online.
These are just a few of the many ways we can help you reach the right candidates and build a great team of highly talented healthcare professionals.
To learn more about the recruitment solutions we can provide, call (317) 571-0051 or email firstname.lastname@example.org.Edit this post