Recruitment Digital Advertising Campaign for a Top-Ranked Academic Medical Center

This case study analyzes a successful digital advertising campaign designed to attract qualified candidates for a leading academic medical center in Columbus, Ohio. Recognized for its research, innovation, and diverse specialties, the teaching hospital boasts a prestigious reputation within the healthcare sector, consistently ranking in U.S. News & World Report’s “Best Hospitals” for 30 consecutive years.

The medical center sought to elevate awareness and solidify itself as a top workplace choice within the competitive healthcare landscape. The campaign aimed to significantly increase the volume of applications received for open positions across the entire healthcare system.

Considering the diverse range of open positions across four primary departments, a multi-pronged advertising strategy was implemented. This strategy leveraged a combination of Search, Performance Max (PMax), and Display remarketing campaigns to maximize the pool of qualified applicants.

Knowing that industry hiring events served as a source of potential hires, PMax and Display campaigns were meticulously targeted towards users who had previously interacted with the event webpages. This tactic ensured continued engagement with individuals already interested in the medical center’s career opportunities.

For highly specialized roles, the campaign strategically expanded its reach through geo-targeting. This included major universities with academic programs relevant to the specific job openings. Additionally, PMax played a crucial role by extending campaign reach beyond the immediate search intent, allowing for the targeting of users researching relevant topics, even if they weren’t actively utilizing job-specific keywords.

It’s important to note that the campaign strictly adhered to equal opportunity employment principles. Targeting excluded factors such as age, race, ethnicity, gender, marital status, income, education, and employment history.

The campaign was meticulously crafted and executed, adhering to a consistent budget allocation across Search, Display, and PMax channels. Ongoing monitoring and performance analysis ensured optimal campaign optimization throughout the recruitment drive.

Our advertising strategy significantly exceeded campaign goals while staying within budget. We saw a substantial increase in qualified applicants and a decrease in the cost to acquire them. This success can be attributed to compelling ad creatives and strategic targeting, which led to a much higher click-through rate, signifying greater user engagement.

The campaign also achieved a significant reduction in cost per click, further emphasizing its cost-effectiveness.

This case study exemplifies the power of a well-executed digital advertising campaign in attracting top talent to a healthcare organization. The strategic use of Search, PMax, and Display remarketing, combined with targeted audience selection, resulted in a substantial increase in qualified applicants at a cost-effective rate.

The success reinforces the importance of multi-channel marketing approaches for attracting talent in a competitive employment market.