How a mental health clinic with a budget of €800 recruited qualified nurses
- 3 positions successfully filled with a budget of only € 800
- Cost-efficient: only €40 per application
- 20 qualified applications per month through a targeted approach
Social recruiting has proven to be an essential tool in the care sector for efficiently and specifically targeting specialist staff. This case study shows how a mental health clinic used a clearly structured funnel and a strong employer brand to fill three nursing positions with a budget of just €800. The focus was on appreciation, development opportunities and benefits specifically tailored to the needs of nurses.
1. the customer
2. The challenge
3. The goal
4. The solution
Ads placement in the funnel
Funnel structure
Addressing the target group
Structure and content of the funnel
5. Results
6. Conclusion
The customer
The client is a renowned mental health clinic that already had a solid foundation for successful recruitment due to its excellent employer brand. The clinic attaches great importance to an appreciative working environment and offers its employees a wide range of development opportunities. These strengths were specifically incorporated into the campaign to effectively appeal to potential applicants.
The challenge
The shortage of skilled workers in the nursing sector poses enormous challenges for many facilities. The clinic was looking for qualified nursing staff to fill three positions, each of which could be filled with several vacancies. This required a targeted and cost-efficient recruiting strategy. The target group, nursing staff, is characterized by high standards of appreciation, working conditions and development prospects. Recruiting therefore not only had to be efficient, but also highly targeted.
The goal
The main aim of this campaign was to fill three nursing positions with qualified specialists. The budget of €800 was to be used as efficiently as possible. In addition, an application process was to be developed that was both transparent and appealing. Another objective was to strengthen the employer brand by communicating benefits and company values in a targeted manner in order to build trust among potential applicants.
The solution
Ads placement in the funnel
A decisive factor in the success of the funnel was the targeted use of social media ads. The ads were designed in such a way that they immediately captured the attention of the target group. Emotional elements such as images from everyday working life, direct references to the values of “appreciation” and “development” as well as testimonials from existing employees were used. The ads were placed on platforms such as Facebook and Instagram, as these channels reach a broad audience in the care sector. In addition, the target group focus was precisely defined:
- Demographic data: Age, place of residence and professional experience.
- Interests: Nursing, mental health and professional development.
- Custom audiences: People who had already interacted with the clinic or showed similar interests.
A/B tests were used to identify the most effective ad formats and messages. The combination of targeted ads and a clearly structured funnel ensured that users were guided smoothly through the individual phases of the funnel.
Funnel structure
A classic funnel was developed to guide potential applicants on a clear journey from first contact to application. This funnel began with an introductory page that strengthened the emotional bond by presenting the employer values under the section “Why your work will make you happy”. This was followed by an overview of the clinic, which created trust through employee testimonials. Another important component was the presentation of the employer culture to emphasize the unique values and internal corporate culture. Finally, visitors to the funnel received detailed information about the vacancies and were able to start the application process.
Addressing the target group
The target group consisted of care professionals who are often characterized as “helper types” and place particular value on meaningful and helping activities, as well as appreciation, development and a good work-life balance. These characteristics were specifically emphasized in the communication. The section “Why your work will make you happy” emphasized emotional values such as appreciation and social aspects, while benefits such as a reliable work schedule and additional leave supported the work-life balance. Employee testimonials played a central role in building authenticity and trust.
Structure and content of the funnel
The funnel was clearly structured and focused on simple navigation and relevant content. The homepage directly communicated the employer’s core values. In the “About us” section, testimonials from existing employees were shown to emphasize the clinic’s attractiveness as an employer. The presentation of the employer culture focused on values such as mindfulness and team spirit, supported by visual elements that illustrated the working environment. Finally, detailed information about each position was provided, followed by a user-friendly application form that only asked for key information such as experience, qualifications and CV.
Results
The campaign achieved impressive results:
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Kosten pro Bewerbung:
ca. 40 €
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Erzielte Bewerbungen:
20 pro Monat
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Besetzte Positionen:
3
Conclusion
This case study illustrates how effective social recruiting can be in the care sector. The targeted development of a funnel and the emotional appeal to the target group enabled excellent results to be achieved with a minimal budget of €800. The combination of authentic testimonials, a strong employer brand and clear communication of benefits ensured that the vacancies were filled quickly and successfully. This approach offers valuable insights for other companies looking to overcome similar challenges in the area of social recruiting care.
Would you like to achieve similar results? Contact us now and find out how we can take your social recruiting to the next level!
