The SouthEast Alaska Regional Health Consortium (SEARHC) is a non-profit health consortium serving the wellness interests for the residents of Southeast Alaska. In the aftermath of the COVID-19 pandemic, many healthcare organizations were forced to resort to contracting local nurses as care providers were leaving the profession. SEARHC was one of these organizations. The exorbitant cost of local salaries put an enormous strain on their budget, and they realized they could reduce their labor costs exponentially by hiring full time employees.
3fold considered the benefits working in a place like Southeast Alaska offered nurses – a slower pace of life, a fraction of the number of COVID cases, and lower patient volumes. 3fold leveraged these benefits, and a generous signing bonus, in the campaign messaging that ran in markets ranked as the worst places in the country to be employed as a nurse. States hit hardest by COVID, and who’s front line providers were the most tired, were the main targets. The campaign was aimed at attracting nurses who were looking for more than just a paycheck—they wanted a job where they could make an impact on their community and maintain a work life balance. A digital and paid search campaign ran in Texas, Louisiana, Mississippi, Alabama, Georgia, Florida, South Carolina, North Carolina, Virginia, Virginia, West Virginia, Delaware, and Maryland for four weeks.
3fold’s unique approach resulted in 133,428 impressions, 16,459 website sessions, and was responsible for 45% of all applicants for the month. Additionally, the campaign yielded a cost per applicant that was 50% lower than the cost of applicants through Indeed, a cost per click 73% more effective than the industry average, and a click through rate 135% more effective than the industry average.