theCHALLENGE
Trying to staff 50+ hospitals across all functions including Nursing, Allied Health, Physicians, Executive and Corporate is no small task. Prior to engaging the HireClix recruitment advertising team, the client’s pay-per-click campaigns were structured in a very standard manner which lacked the ability to be responsive as the recruiting team’s needs changed. In general, a strategic element was missing when considering how much was being invested to support the overall hiring goals. Campaigns were unorganized and included all requisitions. Priority roles and locations were not considered within the existing sponsorship campaign structure.
- NO SOURCE TRACKING FOR SPONSORED OR ORGANIC JOBS
- CAMPAIGNS WERE GENERALIZED AND INEFFICIENT
- STATIC BUDGETS DID NOT ADJUST TO SUPPORT
CHANGES IN OVERALL RECRUITING NEEDS - COMMUNICATION FROM THE RECRUITING TEAMS WAS LIMITED
theAPPROACH
HireClix analyzed the historical campaign data and built relationships with each of the recruiting teams to better understand their specific needs by team, specialty and location. In addition to the recruitment marketing data, HireClix reviewed source reporting information from the client’s applicant tracking system (ATS) to determine a baseline of historical candidate metrics. Through this effort, the team found multiple opportunities to build a more strategic approach when optimizing the Indeed advertising spend. The HireClix ad agency team positioned the client to get the best possible quality applicants and strongest return on investment.
theRECOMMENDATIONS
HireClix took a new approach which allowed for more strategic control of campaigns in response to the client’s needs. Through a deeper understanding of the hospitals’ operations, regular conversations with functional talent acquisition teams, and insight into the dynamic nature of the priority openings, the HireClix team was able to:
- REWORK CAMPAIGN STRUCTURES TO FOCUS ON GEOGRAPHIES & SKILL SETS
- IMPLEMENT SOURCE TRACKING TO UNDERSTAND ORGANIC AND SPONSORED PERFORMANCE
- RAPIDLY ANALYZE DATA AND REALLOCATE BUDGET TO CRITICAL POSITIONS FROM OTHER CAMPAIGNS
- SUPPORT THE UNIQUE DEMANDS OF OPENING NEW FACILITIES
- CREATE MORE EFFECTIVE JOB TITLES USING INDEED SEARCH QUERY DATA
This enhanced strategy allowed HireClix to create benchmark costs by market and skillset for further optimizations on Indeed and other recruitment advertising channels. By leveraging the downstream ATS data, HireClix was able to deliver more accurate metrics related to cost per applicant (CPA), cost per quality applicant (CPQA) and cost per hire (CPH).
theRESULTS
Immediate & Significant Increases in Efficiency:
Having analyzed the data, the HireClix team realized it could rely on leveraging organic traffic for easier-to-fill roles, allowing the spend to be focused toward critical roles without increasing the total budget. This dynamic campaign strategy resulted in increased applicant flow and lower cost per application metrics across the organization, even in difficult nursing areas such as Med/Surg and Critical Care. This strategic approach along with the account team’s diligent effort drove more efficient cost per hire metrics across all departments.
QUICK STATS
HireClix spent 36% less in January vs. the previous January.
HireClix drove 85% more applications in January year-over-year.
The average cost-per-apply for nurses decreased 66% in January year-over-year.
The average cost-per-hire for nurses decreased 70% from Q1 to Q4.
