Spectrum Health Care wanted to introduce themselves to potential nurses who would consider employment with a community nursing organization. They also wanted to drive applications for open nursing positions. The key insight, which underpinned the campaign strategy, was work-life balance. Creatively, this manifested itself in a unique Spectrum Health Care employment offer called ‘Flexible Days’. It was recognized that a ‘switch campaign’ was needed to secure applicants for open nursing positions that were working elsewhere. Our Flexible Days pilot campaign launched with digital media selects like Google, retargeting, LinkedIn, programmatic, geofence and Facebook targeting specific job titles. Executions were static display, video, animated display, various content, and a landing page with videos (FlexibleDays.ca). Spectrum Health Care reviewed applications received and had ‘Flexible Days’ conversations with interested candidates.
