Case Studies
Web Metrics: Barnes-Jewish Hospital, St. Louis, Missouri
How do you know which media you’re using to attract candidates is the most effective? Or producing the right results? Smart organizations know: measuring the results of their recruitment advertising spend can help them make smarter choices and improve their ROI.
This week, we’d like to turn the spotlight on analytics, and the work we’ve done with Barnes-Jewish Hospital in St. Louis, Missouri to focus their media spend.
Challenge
The flagship facility for one of the largest nonprofit healthcare organizations in the United States, Barnes-Jewish Hospital filtered the majority of their hiring through their website; however, they could not tell with certainty where their hires were coming from. Instead, they were relying on past budget allotments and data offered by their job boards to make media purchasing decisions. It was costing them huge amounts in misdirected recruitment funds—as well as effort. They were looking to NAS for a long-term strategy that would help them manage their media spend more wisely and lower their vacancy rate in the process.
Strategy
Implementing NAS’ Total Source Tracker, we were able to take into account all of the marketing strategy’s components – paid and unpaid, online and offline –to understand which media was driving completed applications and which were not. We also applied site metrics that tracked the candidate’s actions through the website, and helped us determine how to improve that path.
Results
Total Source Tracker helped us identify contracts that were yielding virtually no candidates for the hospital. This allowed the client to reallocate nearly $150K to other recruitment initiatives. Combined with career site modifications prompted by the careful analysis of our site metrics, we were able to help our client fill open requisitions and drop a 10% vacancy rate to just 3% in a matter of months.
