Memorial Recruitment Campaign
An unprecedented staffing crisis
Like many hospitals nationwide, Memorial Health faced critical staffing challenges brought on by the COVID-19 pandemic. To help alleviate their reliance on agency staff (i.e., traveler nurses) in key clinical areas, Memorial enlisted Jump to help fill hard-to-staff positions.
A targeted solution
To reach Memorial’s ambitious recruitment goals, Jump developed a comprehensive lead-generation campaign that targeted key personas with custom messaging. Key audience personas included past applicants, past employees, current travelers and local market prospects. The campaign then delivered tailored creative across multiple touchpoints, including email, paid social, digital display, paid search and direct mail.
Building relationships with omnichannel media
For this campaign, Jump chose an omnichannel media approach to build an ongoing relationship with job applicants. Platforms and messages incorporated behavioral and contextual targeting to best fit where candidates were in their job search. This strategy allowed applicants to repeatedly encounter the brand in meaningful ways. Whether they were exploring opportunities online or checking their inbox, applicants received messages that reinforced Memorial Health’s values and career advantages.
The results
The campaign exceeded lead goals by 5x, increased year-over-year hiring activity by 3x and helped the organization save millions of dollars.
Core deliverables
- Media and creative strategy
- Marketing campaign
- Landing page development
- Performance monitoring
- Campaign reporting
