This healthcare client operates over 700 care sites and employs around 175,000 individuals nationwide, primarily in nursing roles. They sought to reduce their media budget by transitioning from an "always-on" social media strategy to a more sporadic approach, specifically using Facebook and Instagram campaigns.
Recruitics implemented a data-driven strategy to analyze the effects of this new cadence on the performance of programmatic job ads. The testing involved alternating periods of active and paused social media campaigns across three quarters in 2022. The results indicated that many markets experienced a notable improvement in application volumes and conversion rates when the social media campaigns were active, showcasing a "halo effect" that increased brand awareness.
Key findings included a 34% improvement in conversion rates during active Meta campaigns and a 1.78% nationwide increase in overall programmatic job ad conversion rates. The top-performing state, Arizona, saw a remarkable 73% increase in application volume alongside a 7% reduction in cost-per-application (CPA). The data suggests that maintaining an 'Always-On' approach to Meta advertising could lead to increased stability and performance in programmatic job campaigns.
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