Connecting Hearts and Careers: Owensboro Health’s Employee-Focused Campaign
Overview
Owensboro Health approached us with a critical challenge: to develop a recruitment campaign that would resonate deeply with potential healthcare professionals. Our solution was to capture the heart and soul of the organization by letting its employees tell their own stories. Through authentic storytelling and creative execution, we were able to highlight what truly makes Owensboro Health a special place to work.
The Result
We embarked on a journey of storytelling by interviewing 13 Owensboro Health employees, focusing on their unique motivations and experiences within the organization. Our production process involved setting up a custom studio environment to bring these narratives to life. Over the course of two days, we filmed these heartfelt interviews, resulting in more than 24 video segments, each formatted for multiple media platforms. These videos were designed to resonate across 16:9, 1:1, and 9:16 aspect ratios, ensuring they were optimized for a variety of digital platforms.
In addition to the video content, we captured high-quality photographs of each employee for use in the print campaign. These visuals formed the backbone of the print materials, which were tailored to Owensboro Health’s specific recruitment goals. The combination of video and print ensured a cohesive, multi-channel approach to the campaign.
A Comprehensive Digital Campaign
After finalizing the creative assets, we launched a large digital campaign that ran for six months. This multi-platform initiative included video ads across Facebook, Instagram, TikTok, Streaming TV, LinkedIn, and YouTube, with the dual objectives of increasing awareness and driving traffic to the landing page.
Managing this large-scale campaign was no small feat. With over 24 video ads rotating across six different platforms, we placed more than 100 individual ads, each requiring precise attention to detail to ensure proper deployment and optimization. Despite the complexity, our team handled the campaign logistics smoothly and efficiently.
Overcoming Challenges
One of the key challenges involved conversion tracking. Applicants had to leave the landing page and visit a third-party HR portal to complete the application process, which limited our ability to track conversions directly. To address this, we optimized the campaign for landing page traffic rather than completed applications. This approach proved effective, as the campaign successfully drove high volumes of traffic to the landing page, with Owensboro Health reporting a significant increase in applications during the six-month campaign period.
An Authentic, Impactful Campaign
By focusing on authentic employee stories and utilizing a multi-channel strategy, we created a recruitment campaign that connected with prospective healthcare professionals on a deeper level. The emotional and genuine narratives showcased Owensboro Health’s unique culture, highlighting why it’s a great place to work. This powerful approach resulted in a successful campaign that resonated with the target audience and achieved the client’s recruitment goals.
