Boston Medical Center — Nursing Recruitment

The challenge

Boston Medical Center faced a critical hiring challenge in the wake of the pandemic: attracting experienced nursing professionals and recent graduates in a highly competitive healthcare labor market.

The organization needed more than job postings. It needed a targeted media strategy that could reach the right candidates across multiple touchpoints, adapt in real time, and support immediate hiring needs while creating a repeatable framework for future recruitment efforts.

What Integral did

Integral developed and executed a full-funnel recruitment media strategy designed to be targeted, measurable, and responsive to performance. The work included audience research and geotargeting, analyzing audience profiles for new graduates and experienced nurses, including commuting patterns, behavior, nursing programs, and healthcare institutions in the Greater Boston area.

Omnichannel media planning included out-of-home transit advertising, programmatic display and video, paid social across Facebook, Instagram, and LinkedIn, and paid search through Google Ads. Creative and message optimization tested message variations based on candidate motivations, including salary, flexibility, tuition assistance, growth opportunities, and career development.

Performance was tracked across impressions, click-through rate, landing page visits, and cost-per-site-visit. Integral provided monthly reporting and made campaign adjustments based on performance data.

Results and impact

The campaign created a scalable recruitment framework and drove meaningful engagement with targeted healthcare candidates. Results included 4.4M+ impressions, 17K+ clicks, 11K+ landing page visits, a Site Visit Rate exceeding forecasts by 63%, and a Paid Search CTR of 10.48%, 21% above target.

Integral's rapid response approach and multi-layered targeting helped BMC continue engaging high-intent nursing candidates throughout the campaign flight.

Strategic takeaway

Recruitment marketing is still marketing. The same principles apply: know the audience, understand their motivations, create the right message, choose the right channels, and optimize based on what the data is telling you. For BMC, the work was not just about filling roles. It was about creating a recruitment model that could be measured, adapted, and repeated.