Challenges
Specialized mental healthcare provider Rogers Behavioral Health needed to make several hires for essential roles – including nurses and residential care specialists – at the peak of the COVID-19 outbreak. To help differentiate itself as an employer and convert passive leads into active ones, Rogers needed to quickly pull together compelling recruitment marketing creative and shift to a simplified, virtual talent acquisition experience.
Solutions
Cielo’s employer brand consulting team leveraged a partnership with Brazen to offer a series of virtual talent attraction events. The platform incorporated robust information about Rogers’ employer brand and the specific opportunities to help educate attendees. Through the live chat functionality, candidates could communicate directly with recruiters for a personalized experience, offering seamless candidate-recruiter engagement.
As part of the employer brand solution, Cielo’s employer brand team developed a suite of recruitment marketing assets to promote the event, including candidate-recruiter email campaigns, social media content and billboards. This provided Rogers Behavioral Health with the tools and assets to not only boost awareness of the virtual talent acquisition event, engaging with more passive candidates, but also enhanced the candidate experience right from the initial attraction stage.
Results
The digital and outdoor advertising tactics deployed to promote the five virtual talent acquisition events resulted in reaching 490,000 candidates through social media advertisements, 101 virtual event attendees, and nine hires secured for essential roles – eight nurses and one residential care specialist.
Because of the rapid response our partnership with Rogers Behavioral Health offered, we were able to attract and hire highly sought-after roles during an unprecedented time. Pivoting our employer brand solutions to adapt to the external environment allowed hiring goals to be reached, all while providing a seamless and personalized experience.
About the client
Rogers Behavioral Health
For more than a century, Rogers Behavioral Health has been providing treatment and support to thousands of the 43 million Americans who struggle with mental illness or addiction. It is Rogers’ vision to ensure that individuals and families with behavioral healthcare needs have access to the highest quality of care and the ability to experience hope and healing.
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