Digital campaign drives awareness, engagement, and strong inquiries for Care Giver Recruitment Campaign

A renowned in-home care company for seniors and adults sought to expand its caregiver recruitment efforts and acquire new customers across multiple cities. With a focus on attracting highly skilled and compassionate caregivers, as well as gaining more clients for its services, the company turned to digital advertising to achieve both goals.

The Challenge: Recruiting Dedicated Caregivers and Acquiring Clients

As the demand for in-home care services grew, the company faced the challenge of recruiting qualified caregivers in five cities, targeting women aged 40-64 with healthcare experience. They also wanted to increase customer acquisition, expanding their reach in the local communities they served. The goal was clear: build a stronger brand presence, attract talented caregivers, and improve engagement with potential clients seeking high-quality care.

The Digital Strategy: A Comprehensive Multi-Channel Approach

Vici Media designed and launched a comprehensive online campaign in the fall of 2020, focusing on both caregiver recruitment and customer acquisition. The strategies deployed included a combination of targeted Facebook-Instagram premium display and video ads and SEO efforts to increase organic visibility.

1. Caregiver Recruitment:
   • Target Audience: Women aged 40-64, highly trained and experienced in healthcare, in 12 key cities.
   • Ad Formats: A mix of testimonials from current caregivers sharing their rewarding experiences, Facebook carousel ads, and job listing ads.
   • Goal: To build awareness and drive engagement with potential caregivers who were seeking rewarding employment opportunities in the caregiving field.
2. Customer Acquisition:
   • To complement the recruitment effort, the campaign also targeted local consumers who were looking for in-home care services for seniors and adults.
   • By using premium display ads and video content across Facebook and Instagram, the company aimed to attract more inquiries and service sign-ups.
3. SEO Strategy:
   • The SEO component aimed to improve the site's search engine ranking, making it more visible to both caregivers and prospective clients.
   • We tracked three key conversions: phone calls, lead form submissions, and organic traffic growth.

The Results: Impressive Engagement and Business Growth

The campaign delivered strong results across both the recruitment and customer acquisition goals:

• Recruitment: Over 240,000 ads were served with an engagement rate of 0.57%, which was 8x the national average. The company saw over 30 job applications, the best recruitment performance they had ever experienced.
• Customer Acquisition: The customer acquisition component performed even better, with over 95,000 ads served and a click-through rate (CTR) of 0.91%, which was 13x the national average. The increase in ad engagement helped drive more client inquiries and service sign-ups.
• SEO Results: The SEO efforts produced organic traffic growth of 50%-100% year over year, with the most notable improvements on key pages like the “About Us” page, Home Page, and Areas Served. The company’s Google My Business listing score also jumped from 49% to 75%, further enhancing their online presence.

Conclusion: A Win for Recruitment and Business Growth

The success of this campaign was evident in the increase in caregiver applications, client inquiries, and overall website performance. Thanks to the combination of effective recruitment ads, engaging video content, and a well-executed SEO strategy, the company not only achieved its recruitment goals but also saw a significant boost in customer acquisition. The results were so impressive that the client decided to extend the campaign to continue building on this momentum.If your business is looking for a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.