TMP Worldwide Advertising & Communications, LLC
Rush University Medical Center - Campaign Management
Challenge
Rush University Medical Center is an academic medical center known for developing cutting-edge technology and breakthrough life-saving treatments for its patients. As is the case throughout the healthcare sector, recruiting is a costly challenge for Rush University Medical Center, and understanding where and how to recruit is of the utmost importance. In 2005, Rush chose to begin tracking all of their digital media using TMP Worldwide's Campaign Management product, which ultimately delivers the recruitment advertising metrics needed to make informed decisions about where to recruit and what strategies to use.
Solution
TMP suggested taking a closer look at Rush's current and past media strategies and performing an in-depth analysis of which media placements were the most successful. This new information could help TMP create a more efficient strategic media plan for the future that would continually shape their ad budget and overall presence on the web.
Tactics
Rush University Medical Center was set up on TMP's Campaign Management system, a comprehensive tool that delivers robust analysis, tracking and reporting of the performance and efficiency of all of your strategic media placements. From a candidate's first impression to their final course of action, it can track almost any type of online media, along with offline ads and other recruitment strategies you utilize. TMP split Rush's recruitment campaign into two parts, 2005-2006 and 2006-2007.
Media Placement Strategy 2005
(Campaign: July 2005 - July 2006)
TMP monitored Rush's existing media placements, which included:
- Healthcare Trade Print
- Healthcare Trade Job Postings
- Mainstream Job Board Job Postings and Banner Advertisements
Media Placement Strategy 2006
(Campaign: July 2006 - July 2007)
In order to negotiate media buys for the 2006 campaign with major job boards, TMP presented the data gathered in the 2005-2006 campaign (see table below) to illustrate under-delivery and to negotiate buys for the 2006-2007 campaign. Their new strategy includes the following tactics:
- Eliminate non- and under-performing media in the healthcare specific sector in an attempt to reduce cost per application
- Add comprehensive search engine marketing campaign aimed at staffing both active and passive candidates – a strategy usually reserved for more expensive industry trade publications and niche sites,
- Refine mainstream job board strategies to include more targeted media, designed to increase brand awareness and drive candidates to Rush University Medical Center jobs
- Use the Campaign Management provided for price negotiation with the mainstream job boards
Results
Rush University Medical Center compared the results of both campaigns and learned by that eliminating under-performing media and capitalizing on top performing websites, they had increased applications by 233%, while reducing cost by 22% across the entire campaign! Their cost-per-application was reduced by 73% in healthcare specific media, from $1,000 per application to $268. Rush also experienced a cost-per-application reduction on mainstream job boards of over 40% (from approximately $17 per application to $10). Adding Sponsored Search to their media strategy produced 800 more applications, which had a CPA of $14 – well below traditional costs.
Campaign Management was able to provide a wealth of data, including the following:
- Cost per application reduction on mainstream job boards of over 40%, from over $17.00 per application to just over $10.00 per application (the addition of Sponsored Search led to 800 applications at a cost per application of just over $14.00, well below traditional levels)
- Event conversions (resumes, applications, hires)
- Cost per lead, cost per application, cost per hire
- Cost efficiency – through analysis of media placement effectiveness, determination of what media was producing candidates and where dollars were best spent
- Post-impression conversions (respondents to media who don't immediately convert)
- Monthly reports providing detail on performance of media to date, comparisons to similar placements and known benchmarks
- Detailed visual metrics interpretation
| Strategy | % of Applications | CPA Avg. |
|---|---|---|
| Totals for Campaign | 100.00% | $64.03 |
| Job Boards (w/sup. media) | 95.00% | $17.69 |
| Healthcare-Specific Media | 5.00% | $1,000.06 |
| Strategy | % of Applications | CPA Avg. |
|---|---|---|
| Totals for Campaign | 100.00% | $14.81 |
| Job Boards (w/sup. media) | 92.99% | $10.52 |
| Search Media | 5.42% | $14.05 |
| Healthcare-Specific Media | 1.59% | $268.21 |
Rush's success was a direct result of their ability to fine tune their recruitment strategies using performance results from previous campaigns. Rush's ability to provide concrete performance metrics to media equipped them with more leverage at the time of negotiation.
