Recruitment Across State Lines

Attracting Healthcare Talent in New Markets

Keystone Health | results first

491%

increase

in February applications

704

additional applicants

in February YOY

146%

Q1 increase

in applications YOY

9.28m

impressions

across all platforms

50%

of site visitors

driven by digital ads

In their words

The Challenge

Keystone Health needed to recruit both frontline staff and providers in an increasingly competitive landscape. With limited internal resources and rising competition from larger systems, they struggled to attract talent in both local and out-of-market regions across multiple states.

The solution

GAVIN developed a multi-state omni-channel campaign to boost healthcare recruitment. The strategy focused on segmented audience targeting, competitive creative, and digital-first visibility across Pennsylvania, Virginia, Maryland, and New York, with consistent messaging across platforms.

our approach

  • Persona-driven creative built on comprehensive market research.
  • Geo-targeted outreach in high-need and neighboring states.
  • Consistent unified brand voice across digital and PR platforms.
  • Audience segmentation between frontline staff and providers.
  • Strategic use of high-performing ad platforms and public relations.

The Execution

Campaign Strategy

Unified creative identity tailored for talent recruitment in healthcare, balancing warmth with professionalism to appeal to both clinical and support staff.

Digital Advertising

Launched ads on Facebook, Google Display, Google Search, and LinkedIn. All platforms significantly outperformed industry benchmarks:

  • Facebook CTR: 88% above average
  • Google Display: 129% above average
  • LinkedIn: 186% above average
  • Google Search: 222% above average

OTT & DOOH Media

Added digital out-of-home (DOOH) placements and Over-the-Top (OTT) streaming ads to extend campaign reach.

Public Relations

Media outreach amplified campaign credibility and visibility in competitive markets.

Tracking & Optimization

Conversion metrics were monitored in real-time, optimizing creative and placements for high ROI.