The Process
Fusion designed a marketing plan to attract the right candidates and an efficient process for the recruitment team to meet with experienced RNs who had already completed the application process - so by the time candidates arrived at the Open House, they were ready to be interviewed
- RNs were asked to register for the Open House by filling out a form on the event website. After the candidates registered, an email was automatically generated with a link to the application.
- The candidate was then encouraged to apply before coming to the event to save time and get fast-tracked to an interview with the hiring manager.
- A reminder email was sent four days prior to the Open House, once again encouraging anyone who hadn’t yet applied to do so before they arrived
- This approach improved the candidate experience, fast tracking them to the right recruiter for their discipline and experience level.
- It also reduced the costs and time required for recruiters to help people apply during the event.
The Marketing Program
The open house messaging focused on the specifics of the jobs available and the opportunity to attend the open house and meet with hiring managers who could make offers on the spot. Fusion used Mary Washington’s career website home page to drive interested candidates to a special event microsite where they could RSVP, get a confirmation email and search jobs and apply online.
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 Mary Washington who were encouraged to invite friends
- Retargeting banner ad campaign targeting previous visitors to the MWHC 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 Mary Washington Facebook page
- Fusion recommend MWHC add a job for the Open House in Mary Washington’s 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 was decreased by 27% and included targeted media channels:
- Google PPC campaigns
- Facebook banner campaigns
- Direct mail to surrounding area