HCA Healthcare needed to recruit new graduate nurses into their New Grad Nurse Residency Program, a critical initiative aimed at supporting early-career nurses as they transition into the workforce.

However, traditional recruitment methods were falling short, and social media presented both an opportunity and a challenge. The healthcare industry is highly competitive for talent, and without a data-driven approach, it was difficult to effectively reach and convert qualified candidates at scale.

To tackle this, we developed a performance-driven social media marketing strategy that leveraged short-form video content optimized for distribution per platform. The approach included:

• Scripting and producing multiple video creatives
• A/B testing different video styles, messaging, and creative hooks
• Optimizing ad spend and targeting parameters based on real-time performance data to ensure efficiency and maximize reach among qualified nursing candidates.
• Iterative testing and refinement of both creative and media strategies to continuously improve conversion rates.

By combining compelling storytelling with a rigorous testing framework, we were able to fine-tune our content and distribution strategy for maximum impact.

The campaign drove significant results, including:

• Thousands of highly qualified nursing leads generated through optimized short-form video campaigns.
• Improved engagement and conversion rates, thanks to continuous optimization of video content and ad targeting.
• A scalable and repeatable model for HCA Healthcare to continue leveraging digital marketing for future nurse recruitment efforts.

Through meticulous testing, creative iteration, and data-driven decision-making, we transformed HCA Healthcare’s approach to recruiting new grad nurses, proving that strategic social media marketing can be a powerful driver of talent acquisition in the healthcare industry.