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