Regional Healthcare Company Drives Increase in Job Applicants
Overview
A Rising Need for Healthcare Workers
Finding the right candidate for any job can be a challenge. However, according to the Bureau of Labor and Statistics, the employment of registered nurses is expected to grow faster than any other occupation within the next 10 years, making it increasingly difficult to fill open roles. As competition increases, advertisers focused on hiring healthcare workers are seeking digital advertising solutions with precise targeting and granular attribution to gain an edge. Recently, a regional healthcare company partnered with Simpli.fi to maximize relevance with their target audience and increase applicants with a five-month programmatic campaign.
After executing successful recruitment campaigns via the Simpli.fi platform in the past, the healthcare company turned to its advertising agency and the Simpli.fi team again in 2023 amidst a push to fill job openings. Together, Simpli.fi and the agency developed a comprehensive programmatic strategy to target relevant job seekers and other qualified candidates using a mix of Simpli.fi’s targeting solutions. Overall, the brand wanted to boost the number of applications and achieve a low Cost Per
Action (CPA).
Using Occupational Factors to Target Audiences
First, the advertiser leveraged Simpli.fi’s addressable programmatic solution to precisely reach their target market at the household-level. They used Simpli.fi’s Addressable Audience Curation tool to build a custom audience based on location data and by choosing from more than 3,000 demographic variables. The advertiser chose the following criteria to target approximately 50,000 households in the Saint
Louis metro:
Healthcare Occupations:
- Physicians
- Nurses
- Healthcare Workers
Simpli.fi’s Addressable Geo-Fencing solution then matched the addresses to the exact shape and size of the property using GPS and plat line data, creating a custom-shaped target fence around each automatically. The advertiser served display ads promoting the open job positions and encouraging users to apply online.
Targeting Healthcare Employees and Students
To reach additional candidates, the healthcare company also leveraged Simpli.fi’s location-based technology to develop a list of local hospitals, doctor’s offices, medical service facilities, and healthcare-focused colleges in the area. Simpli.fi’s system then built target fences around each of the 21 locations from the curated list.
In addition, the Simpli.fi team developed an audience of frequent visitors to the geo-fenced locations, which was a strong indicator of employment. The advertiser then used this curated audience to serve ads for up to 30 days. Since the audience was determined by their mobile devices, Simpli.fi’s cross-device graph could then match users on other devices within their households including tablets, laptops, and even Connected TVs.
Blending Targeting Tactics to Maximize Reach
Throughout the campaign, the advertiser used a combination of Simpli.fi’s proprietary targeting tactics as well as third-party audience segments to reach their ideal customers. With Keyword Search Retargeting, they served ads to users actively searching for and reading about career-oriented terms within the last 30 days. Additionally, they tapped into Site Retargeting to re-engage users who previously visited their website but did not complete a job application. Finally, they leveraged a third-party audience segment for physicians to maximize campaign reach.
Attributing Campaign Conversions
To measure overall performance, the Simpli.fi team set up the campaign to track online form fills. By placing Simpli.fi’s pixel on the submission webpage, the team could track the number of users who visited their website and applied for a job after being served an ad. The team could also determine if a user was served an impression and revisited the site later to complete an application using Simpli.fi’s 30-day look-back window.
Simpli.fi Increases Overall Job Applicants
By the end of the five-month flight, the campaign achieved over 7,300 clicks and generated 2,448 total application submissions, which includes 150 from the 30-day look-back window. The advertiser accomplished their goal of driving a low CPA of $19.55. In addition, Simpli.fi’s world-class Client Success Team and machine learning technology consistently optimized the campaign throughout the flight to produce stronger results. Due to these optimizations, the system automatically shifted budget to the tactics driving the most conversions, which resulted in a $3.49 eCPM. Due to the campaign’s success, the healthcare company and its advertising agency plan to continue working with Simpli.fi to reduce the cost of acquiring new employees.