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Rethinking Recruitment Approach Results in a 67% Drop in Cost-per-Candidate


The healthcare industry is growing rapidly, and the demand for nurses is high. In fact, healthcare will grow faster than any other major industry sector (according to the Bureau of Labor Statistics) and Registered Nurses (RNs) represent the largest occupation within healthcare. So it’s no surprise that competition is fierce among healthcare providers looking to recruit RNs. 

Recognizing the importance of attracting and recruiting top talent, one of the nation’s largest hospital systems approached us in 2018 to help grow their talent pool, from which they could recruit RNs. 

Before we partnered with the network, their recruitment efforts were divided into many different regional initiatives at various sites of care. Our client wanted to develop a unified, nationwide strategy to fill a deep talent pool from which they could recruit RNs. 


We knew that creating a unified approach and understanding the value of a cohesive user experience was important to our client. To that end, we developed a holistic program which consisted of a custom landing page, paid media campaign setup and management, ongoing landing page support, and training hours to help the team.

The landing page served as a hub for all recruitment efforts. Candidates would then be routed to the appropriate regional recruitment contact from that page. It included a comprehensive digital measurement system and was integrated with data from our client’s application tracking system in order to follow a candidate’s entire recruitment journey, from first-touch to successful hire.

We also conducted a considerable amount of conversion rate optimization (CRO) tests on the landing page and paid media campaigns to determine areas of opportunity to increase conversions. We discovered that campaigns which utilized regional branding and messaging were more successful when targeting a specific location as they resonated more strongly with the audience.

Based on the success of our RN campaign, the client asked us to optimize all of their nationwide recruiting efforts with a focus on streamlining and improving the user experience on the recruiting landing page. We developed a cohesive national careers website that utilized key findings from our previous CRO test to not only ensure the site was user friendly, but also drove recruitments. 


Before we came on board, our client’s cost per candidate inquiry was $252. We were able to lower it to under $82 — a decrease of approximately 67%. On top of that, we ran extensive ad copy testing to help the client develop a messaging matrix for use in future campaigns.

Cost per candidate -67%

Cost before: $252                                                        Cost after: $82

After delivering these strong results to our client, we extended the relationship and doubled the length of our initial engagement.