Bi-monthly social advertisement hiring campaigns and brand awareness through employee engagement resulted in a 25.93% growth of quality new hires.

Challenge

Arise Cares is consistently looking to build their team of caregivers to be able to grow the number of clients they are able to serve. There is significant talent acquisition competition within the industry.

Research

Refine target segments and uncover their motivations in employment.

Audiences

• College Students: Area students who are pursuing a career in health care, social work, psychology or special education.
• Middle-Age Caregivers: Individuals, primarily women, who previously held a caregiving position (ex. Nursing). This also includes moms who were previously stay at home moms who are now “empty nesters”.

Insights

• College students often look for part time jobs in college that will provide them with experience for their future career. Social advertising is targeted towards specific majors with messaging consistent with the need for “job-related experience”.
• Middle-Age Caregivers who are transitioning from full time work (in the marketplace or at home) have the skillset to be a part time caregiver. Through analysis of previous ads, the messaging of sharing love and compassion to clients resonates with this target.

The Solution

Promote employee opportunities through social advertising and supplement the ads with a consistent social presence highlighting the company. Additionally, develop contests as an employee perk in an effort to build brand awareness within employees’ spheres of influence.

Execution

Bi-monthly social ad campaigns are placed, targeting the two primary hiring segments. The ads alternate and utilize custom messaging to resonate with the select audience. The following tactics were also used to aid in the talent acquisition strategy:

1. Employment perks and employee achievements are highlighted within the social strategy
2. Hiring posts are featured on LinkedIn, Google+, and Twitter
3. Contests are run bi-annually specifically for employees. These contests encourage caregivers to invite their friends and family to “like” the brand page on Facebook, furthering the awareness of the brand within the target audience.

Results

• Facebook Audience Growth: +304 (increase of 34.08%)
• Total Reach of Hiring Posts on Facebook: 51,461 • CPM: $13.87
• Total Engagements on Hiring Posts on Facebook: 449
• Cost per engagement: $3.33
• Website Traffic: 494
• Cost Per Click: $1.44
• Website Conversions: 555*
• 2016 Applications: 2284 (increase of 105.40%)
• 2016 Interviews: 269 (increase of 23.39%)
• 2016 New Hires: 68 (increase of 25.93%)