Results That Speak For Themselves

“Fusion has definitely improved the ROI on my recruitment advertising. We are able to track from the time we first come in contact with an applicant to the hire to ensure that we are placing the right dollars in the right places for advertising, They are an important part of our process and really help us to show our leadership what our recruitment strategies and results are. Our CNO loves what they are able to deliver in terms of employer branding and analytics reporting.”

Lee Alexander, Director of Workforce Planning at Northeast Georgia Health System

The Results
RN Audience Discoveries
Marketing Campaign

Northeast Georgia Health System was getting ready to open a new hospital (the first new hospital in Georgia in 20 years), and continue to properly staff their Gainesville hospital. Located just outside of Atlanta, NGHS is in an extremely completive market.

Fusion Marketing Group decided on an aggressive strategy utilizing both on-site and off-site hiring events. The combined five hiring events produced 43 RN hires and 11 LPN hires, contributing to the full staffing of the new Hospital – Northeast Georgia Medical Center Braselton.

An Evidence-based Marketing Approach

Fusion’s Advanced Analytics and 2013 Nursing Survey provided insight for the solution:

56 percent of RNs are interested in going to a hospital’s career open house – it’s a way to short cut the application process and get immediate feedback on your chances of getting hired
Most RNs check out the career website for employers they are interested in working for to look at the most recent open positions.
In fact, 65 percent of applicants look for healthcare jobs directly, which means either coming to the hospital’s website or searching for the company name in search engines.

The Marketing Program

A series of 3 on-site hiring events paired with off-site hiring events in Greenville, SC and Savannah, GA. These off-site locations were determined through the use of Fusion’s Advance Analytics which was able to determine which geo markets produced the most RN job searches and applications.

To support the out of market hiring events (Greenville, SC and Savannah, GA) Fusion's Target solution was implemented to deliver a unique message to any career website visitors from those locations prior to the event.

These marketing tactics all drove significant RSVPs and equally important, required no paid media spend!

Banner ad callout on the career website
Emails to the existing database of experienced RN candidates that had shown interest previously and to associates of NGHS who were encouraged to invite friends
Retargeting banner ad campaign targeting previous visitors to the NGHS ATS who had viewed Nursing Jobs, but had not completed an application
Reminder email a few days prior to the event
Updates on the corporate NGHS Facebook page
Fusion recommend NGHS add a job for the Open House in the NGHS applicant tracking system (ATS). That way, the job was scraped to vertical job search engines such as Indeed and SimplyHired. It also went from there to aggregated job boards.
After the Open House, a follow-up email was sent to all qualified candidates who were not able to attend the event.

Paid media spend included targeted media channels:

Google PPC campaigns
Facebook banner campaigns
Direct mail to surrounding area