Targeted Strategies, Fueling Workforce Growth

Faced with a healthcare labor shortage in Northern California, Adventist Health’s marketing team sought the expertise of BPD to develop innovative recruitment strategies. BPD’s data analysis revealed a higher index of individuals moving to California from Portland and Seattle, prompting an expansion of targeting to these markets. Additionally, BPD focused on recent nursing graduates from top California schools, using digital tactics to reach candidates near the top 20 nursing schools. With a strategic mix of digital and traditional tactics, including SEM, social media, radio, and direct mail, BPD tailored creative content to emphasize the values most important to candidates. The result was a successful campaign under Adventist Health’s “Made For More” platform, driving interest and applications for key roles through a streamlined process.