Building a targeted recruitment marketing strategy for healthcare talent.
Boston Medical Center needed a nimble, data-informed recruitment strategy to reach experienced nurses and recent graduates during a nationwide talent shortage.
Client: Boston Medical Center
Industry: Healthcare
Focus: Nursing Talent Acquisition / Recruitment Marketing
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
We analyzed 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
The campaign 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
We tested message variations based on candidate motivations, including salary, flexibility, tuition assistance, growth opportunities, and career development.
Measurement and reporting
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
Site Visit Rate exceeding forecasts by 63%
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.
Related services
Marketing Strategy
Strategic Execution Support
Campaign Planning
Audience Strategy
Marketing Roadmaps
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