Employers are often challenged to attract top talent and connect with candidates on a deeper, more localized level. For AdventHealth, one of the nation’s largest healthcare systems, the key to achieving this lies in a hyper-local recruitment strategy powered by data. By leveraging first-party and zero-party data, AdventHealth has successfully navigated the complexities of advertising to diverse markets, creating a unified brand presence while tailoring messaging to resonate with regional job seekers.

This data-driven, hyper-local approach to recruitment has enhanced AdventHealth’s employer brand and increased its visibility in markets where the organization was previously less recognized. 

Watch our on-demand webinar to learn how AdventHealth uses data to drive brand awareness and recruitment success in local markets, using the organization’s expansion into the Rocky Mountain region as a case study.

The shift to data-driven brand awareness

AdventHealth’s journey into hyper-local advertising began with a broader corporate rebrand. As the organization transitioned from multiple brands to a unified identity under the AdventHealth name, the goal was to create consistency in messaging and brand experience across all locations. This unification helped solidify brand recognition, making it easier for candidates to identify with AdventHealth regardless of region.

However, the real game-changer came with their intentional focus on data. As digital privacy regulations tightened and third-party cookies phased out, AdventHealth turned to first-party and zero-party data to fuel its recruitment advertising. 

The role of first-party and zero-party data

AdventHealth’s recruitment strategy uses first-party and zero-party data to connect with local candidates more effectively. First-party data, collected through web interactions and consent-based tracking, and zero-party data, voluntarily provided by users through forms and chatbots, became the foundation of their personalized, hyper-local recruitment strategy.

Tailored messaging for better engagement

With these insights, AdventHealth tailors its recruitment messages to meet the specific needs of different regions. For instance, a candidate in the Rocky Mountain region may see messaging highlighting Colorado's unique lifestyle and work opportunities. In contrast, a Florida candidate might be more attracted by AdventHealth’s established presence and brand familiarity.

Personalized recruitment through data

By collecting information from web interactions, forms, and chatbots, they tailor messages to align with candidates' preferences and regional nuances. This data-driven approach allows AdventHealth to engage candidates more effectively by delivering relevant, personalized content based on factors like location, job interests, and motivations.AdventHealth sees success by: 

• Building comprehensive candidate profiles through career site forms, chatbots, and tools like the Career Concierge for nurses.
• Understanding the most important profile details like location, job preferences, motivations, interests, and skills.
• Tailoring messaging by region (e.g., Colorado lifestyle vs. Florida brand familiarity).
  

The power of data in driving ROI

A key advantage of AdventHealth’s data-driven approach is the ability to track and measure the impact of its recruitment advertising efforts. Using first-party data and advanced analytics, it monitors everything from candidate engagement on job ads to the number of applications generated by specific campaigns. This data allows it to refine its strategies in real-time, adjusting messaging, targeting, and ad placements to maximize results.

The results speak for themselves. AdventHealth has served 42 million impression, seen a 7x increase in applications year-over-year, and benefitted from a significant improvement in the quality of applications. Their ability to target the right candidates with the right message at the right time — particularly in hard-to-fill roles like nursing — has been crucial to their continued success in recruitment.

A unified brand with a localized impact

AdventHealth’s success demonstrates the power of a data-driven, hyper-local recruitment strategy while maintaining a unified employer brand. By integrating first-party and zero-party data with personalized content and localized campaigns, they have effectively built brand awareness in new regions and reinforced their established presence.

Leveraging data and regional targeting is critical to attracting top talent. To learn more about AdventHealth’s success and how you can achieve similar results for your organization, speak to one of our experts today.