Driving Applicant Growth

Using a refined messaging approach, channel mix and measurement strategy, a leading nonprofit health system grew its applicant pool in partnership with GRADIANT.

Key Outcomes

Using a refined messaging approach, channel mix and measurement strategy, a leading nonprofit health system grew its applicant pool in partnership with GRADIANT.

68%

increase in new candidates

65%

increase in career site traffic

24%

increase in returning job seekers to the career site

Challenge

The United States is facing a national shortage of healthcare workers including nurses, medical assistants and medical front office staff. The shortage is due to a number of factors, including burnout, an aging population and the COVID-19 pandemic. With crucial nursing, medical assistant and medical front office positions to fill, the health system tapped GRADIANT to find a solution to reignite job seeker awareness and interest in their open roles. Stagnant site traffic and a lack of returning applicants highlighted the urgency of the situation.

Strategy

The health system and GRADIANT implemented a job-specific, growth-oriented paid search and social campaign aimed to speak directly to job seekers in each field, reaching them on channels and platforms where they most likely consume career content and could start an application. Using daily-time-spent data, the team optimized channel mix and ad timing for each job-seeking audience. Paid search and paid social ads featuring job-specific imagery and messaging were set to run during carefully curated flight windows for maximum exposure.

REsults

Despite facing a 29% decrease in available roles during the fiscal quarter, the health system’s revamped digital strategy yielded impressive results. Total site visitors increased dramatically, with a remarkable 68% increase in new candidates. Career site traffic rose 65%, and the health system saw a 24% increase in returning job seekers to the career site. The strategic digital campaign supported attracting top talent and demonstrated the power of targeted messaging, channel optimization and robust measurement.

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REcognition

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“When our client zeroed in on their target audience and became more flexible with their budget, they saw revenue jump 59% over Memorial Day weekend. Our campaign tactics boosted the brand’s visibility and ROI all year long and showed what a well-thought-out retail media strategy can do in the space.”

Joe Frick

VP, Business Development, G-Comm

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