Challenges
Recruiting top nurse talent
A healthcare organization needed to generate a strong pipeline of registered nurse (RN) candidates in a tough talent market. This required attracting both new graduates and experienced RNs while staying within its allocated budget.
The main challenge was creating a flexible recruitment strategy that could:
- Target its most urgent nursing roles first
- Align with website improvements and peak hiring seasons
- Reach both active job seekers and passive candidates
- Spread the budget strategically throughout the year
Timing around two crucial windows was critical: new graduate recruitment cycles and active searching periods for current nurses. The organization needed to get the right candidates to see its brand, visit its site, and hit “apply” without wasting resources.
Solutions
Talent attraction strategies
Cielo developed and implemented a comprehensive, multi-channel recruitment campaign rooted in deep market analysis and healthcare insights. It was carefully built after studying the market, industry trends, and digital engagement patterns.
With this research foundation, the team created a strategy that works harder, not just on a larger scale:
- Tailored social media campaigns reaching different nurse demographics where they spend time
- Direct outreach through Nexxt to engage passive candidates through text and email
- Search engine marketing to make sure nurses found the organization, not competitors
- Programmatic advertising optimized to get the most value
- Strategic Indeed Hosted Postings to boost visibility where nurses look first
The real game-changer was the “Bell Curve” strategy. Instead of spreading the budget evenly, resources were shifted based on:
- When nursing students typically graduate
- What was happening in the healthcare job market
- Which roles the organization needed most urgently
This wasn’t a set-it-and-forget-it campaign. The team constantly monitored data, making real-time tweaks to improve performance and maximize value.
Impact by the numbers
Total clicks
The campaign resulted in over 400,000 clicks across all platforms.
Site page views
Website traffic greatly increased, with over 450,000 site page views.
Direct connections
Over 4,000 direct connections were made between candidates and recruiters.
Applications submitted
More than 1,200 candidates submitted applications.
Results
Lasting recruitment marketing solutions
The targeted campaign delivered impressive results across the board:
Traffic that converted:
- Over 400,000 clicks across all platforms
- More than 450,000 site page views
- Strong engagement rates that stayed consistent across all channels
Impactful candidate results:
- 1,276 qualified applications – not just clicks
- 4,432 direct connections between candidates and recruiters
- A sustainable pipeline of both new graduate and experienced RNs
Continuous improvement:
The strategy didn’t stop once the applications started coming in. The team kept optimizing:
- Regular landing page refinements to improve the candidate experience
- Ongoing conversion analysis to find and fix any roadblocks
Long-term value
This approach shows what happens when strategy meets data. By considering the healthcare landscape and how nurses search for roles, the campaign did more than fill immediate openings – it established a proven practice model that can be used in future campaigns for Cielo’s healthcare clients.
Commitment to delivering innovative, data-driven talent solutions that create lasting value and improve candidate experience: that’s the Cielo difference.
About the client
A not-for-profit healthcare organization based in the Northeast, it is one of the leading health systems in the region, serving patients through a network of hospitals, outpatient facilities, and specialty care services. The organization is known for its commitment to providing comprehensive, high-quality, and patient-centered care.
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