Recruiting nurses to rural Southeast Alaska to improve health outcomes.​

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.

Challenge

Like many healthcare organizations post-COVID, the SouthEast Alaska Regional Health Consortium (SEARHC) faced rising staffing costs and shortages as more nurses left the profession. Relying on contracted staff strained their budget, and SEARHC needed a sustainable solution—recruiting full-time nurses willing to relocate to remote, tight-knit communities.

Our approach

3fold knew we couldn’t just advertise jobs—we had to tell the right story to the right people. We reframed the job opportunity as a lifestyle decision: one that offered nurses the chance to reconnect with their purpose, escape burnout, and experience the natural beauty and community of Southeast Alaska.

We created a values-based recruitment campaign highlighting:

  • A slower pace of life and lower patient volumes

  • Fewer COVID cases and community-centered healthcare

  • Strong signing bonuses and benefits

  • The opportunity to truly make a difference

We targeted digital and search ads in states where nurses had been hit hardest by the pandemic and where job satisfaction was low—Texas, Louisiana, Mississippi, Alabama, Georgia, and others.

Results that matter

  • 50% lower cost per applicant than traditional recruitment methods
  • 133,428 impressions and 16,459 website sessions in just four weeks
  • Campaign responsible for 45% of all applicants

By tapping into what really motivates people—not just compensation, but purpose and quality of life—3fold helped SEARHC reach nurses ready for something different. The result? A recruitment effort that filled jobs, reduced costs, and brought lasting value to the community.