Between pandemic burnout and the lure of higher paying jobs, Dartmouth Hitchcock Medical Center (“DHMC”) was struggling to staff open positions. Traditional recruiting efforts weren’t moving the needle, so DHMC turned to Cronin for additional outreach.
Our strategy targeted three unique audiences with messaging that was important to each of them. We created awareness of open positions and directed applicants to a campaign landing page that made applying quick and easy.
The successful 4-week campaign included a mix of traditional (Direct Mail, Radio, Bus Signage) and digital media channels (Display and Social) and targeted a broad 18+ audience within a 30-mile radius of DHMC.
Results:
- 13% conversion rate (over 11% industry benchmark)
- 3.2 million brand impressions
