Focus on the Destination: Strategic Nurse Recruitment
Southeast Georgia Health System’s innovative digital nurse recruitment campaign was a wave that broke through the noise of an oversaturated market.
Throughout the country, nurse recruitment and retention have become significant challenges for healthcare systems, driven by burnout, patient violence, pay inequity, and increasing job demands due to the nursing shortage. Southeast Georgia Health System was no exception and struggled to meet its staffing goals despite offering competitive pay and benefits. The health system was in critical need of a way to stand out in a sea of recruitment ads and convince qualified leads that SGHS would be a wonderful place to work.
Targeted Strategy to Turn the Tides
Previous nurse recruitment faced a hurdle: lack of distinction. While the health system boasts competitive packages and a nurturing culture, these aren’t unique in today’s crowded market. So, what could set it apart?
Lightstream proposed a solution: leveraging SGHS’s coastal location to position it as a destination employer, emphasizing the vibrant life beyond healthcare. Our digital campaign strategy included:
- Expansive Digital Presence: Leveraging Google ads, Facebook ads, and audio spots on platforms like Spotify, we cast a wide net. Geofencing targeted a three-hour radius, expanding to counties hit by clinical layoffs.
- Local Authenticity: We ditched stock photos for genuine local imagery, showcasing the allure of coastal living and SGHS’s diverse community.
- Streamlined Engagement: All ads directed traffic to SGHS’s careers page, where applicants could easily browse and apply for open nursing positions.
- Continuous Refinement: The campaign included multiple sets of assets that were switched out every six weeks, as well as routinely updated and refined keywords. Analytics insights showed that search ads resonated well with women aged 45 to 54, whereas display ads captivated people aged 24 and under. This data allowed us to further hone marketing strategies across ad types, ensuring campaign messaging reached the most receptive audiences.
A New Blueprint for Healthcare Recruitment
The campaign’s impact was immediate and measurable. Within the first two weeks, search ads alone generated more than 1 million impressions and nearly 1,000 clicks. Each month, streaming audio yielded roughly 100 clicks from around 50,000 impressions.
By fine-tuning ad targeting and refreshing creative content regularly, our agency maintained the campaign’s momentum. The SGHS careers landing page garnered 68,000 views in the campaign’s second month. During the campaign, the search click-through rate rose as high as 3.88%, and the display cost-per-click was as low as $2.52.
An Effective Partnership Means Smooth Sailing
With an agile and innovative approach, the campaign was largely considered a resounding success by all involved. It yielded increased visibility, engagement, and qualified applicants for SGHS, creating a solid foundation for the health system to continue expanding its recruitment efforts.
Laura Young, Director of Marketing and Public Relations at SGHS, says of the campaign, “By partnering with Lightstream, we identified new ways to highlight our positive work-life balance, benefits, and beautiful environment to market ourselves as a destination employer. Lightstream’s expertise – knowing who to target and where – was especially valuable. We are very pleased with the results so far.”
Is your hospital or health system ready to stand out in the competitive recruitment landscape? LIGHTSTREAM is here to guide you through each step, from crafting a tailored digital strategy to analyzing campaign performance for continuous improvement and beyond. Let’s create a compelling narrative for your healthcare system that attracts top talent and showcases the unique lifestyle and opportunities you offer. Click here to share a little about your healthcare institution’s needs and goals.
