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Executive Summary

In 2019, Moving Forward Digital Marketing partnered with the Human Resources department of a major Midwest hospital system to enhance their digital recruitment presence and drive qualified candidates to their career opportunities. Through platform-specific optimization across LinkedIn and Facebook/Instagram, we reached over 300,000 potential candidates while significantly improving engagement metrics and recruitment funnel efficiency.

This case study demonstrates our expertise in healthcare recruitment marketing—a specialized discipline requiring deep understanding of both healthcare professional audiences and effective recruitment strategies in a competitive talent landscape.

The Healthcare Recruitment Challenge

The hospital’s HR department faced several complex challenges in the highly competitive healthcare recruitment environment:

  1. Social Media Ad Fatigue The hospital’s Facebook recruitment campaigns were experiencing increasingly high frequency rates, leading to audience fatigue, reduced engagement, and algorithmic penalties as the same users repeatedly saw identical recruitment messaging.
  2. Specialized Healthcare Talent Targeting Successfully reaching qualified healthcare professionals required precise targeting across job functions including specialized nursing roles, technical medical positions, and support services—each requiring different messaging and platforms.
  3. Sustained Recruitment Pipeline The ongoing nature of healthcare recruitment required maintaining steady engagement metrics despite seasonal fluctuations and changing market conditions in the healthcare employment landscape.

Our Healthcare Recruitment Strategy

We developed a sophisticated, multi-platform approach explicitly tailored to healthcare talent acquisition:

Profession-Specific Targeting Strategy

LinkedIn Professional Targeting

Developed specialized campaigns targeting specific healthcare job functions including Engineering, Healthcare Practitioners, and Community & Social Services professionals—reaching qualified candidates with relevant experience and credentials.

Facebook Audience Optimization

Implemented strategic frequency controls and audience expansion to prevent recruitment message fatigue, refreshing creative assets regularly while maintaining consistent employer branding and value proposition messaging.

Lookalike Modeling

Created advanced audience models based on existing successful healthcare employees to identify and target candidates with similar professional profiles and characteristics likely to succeed at the hospital.

Creative Optimization

Continuously analyzed and refined recruitment messaging based on performance data, identifying which aspects of healthcare careers resonated most with different professional segments.