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How a leading home healthcare provider is nurturing alumni and existing employees with marketing automation
The healthcare job market is competitive, and TheKey is constantly on the search for top-quality caregivers to help older adults live well in their own homes. TheKey’s recruiting team needed a solution capable of engaging its talent database and understanding employee and candidate engagement.
Using iCIMS Marketing Automation, the team ran two campaigns targeting separate pipelines within its database. One to engage current employees in meaningful content and encourage sign-ups to company benefits, and the second to reengage alumni employees.
Using marketing automation, TheKey can track candidate engagement across its entire digital footprint. The organization used trackable links and landing pages throughout its communications to replace PDFs. Tracking and scoring engagement lets the team know exactly which content employees are engaging with the most.
TheKey also added iCIMS Marketing Automation links to its text campaigns to encourage and track employee engagement helping the team personalize employee nurture, at scale.
The team nurtured alumni talent with content about company news and openings, while discovering which candidates were interested in returning to the organization.
The campaign prompted alumni to update their database details. Not only did the touchpoint motivate alumni to reconsider their former employer, but it also helped recruiters see who in the group were engaging with its employer brand.
Nurtures its database of 17,875 employees
Engages 3,245 alumni candidates
Drove 256 employees to schedule 1:1 calls with a specialist