Overcoming Staffing Challenges Through Social Media
It’s no secret that the healthcare industry, more specifically the skilled nursing facility sector, still faces significant staffing challenges, even after many other industries have managed to bounce back after the pandemic.
In fact, a recent survey released by AHCA/NCAL reported that “Ninety-nine percent of nursing homes currently have open jobs, including 89 percent who are actively trying to hire for registered nurse (RN) positions.”*
Collaboration with strategic partners is integral to driving success and overcoming obstacles like staffing shortages. With that, we’d like to share a success story of our collaboration with Touchstone Communities. Touchstone Communities operates 31 skilled nursing facilities across Texas. Together, we worked to address their staffing challenges, achieving remarkable success.
Understanding Staffing Shortages
Touchstone Communities, known for its exceptional post-acute healthcare services, faced a significant challenge in 2022. A shortage of registered nurses, certified nursing assistants and other essential staff threatened the company's mission of providing top-tier healthcare and improving patients' lives. This situation underscored the urgent need for a solution to ensure uninterrupted, high-quality patient care.
The COVID-19 pandemic and an aging workforce created staffing challenges for the industry. Touchstone was not immune to these challenges.
Our Solution: Healthcraft’s Targeted Social Media Campaign
Given our ongoing partnership with Touchstone to boost patient referrals, they looked to us for help in growing their recruitment funnel with qualified applicants. We responded with a targeted social media campaign that engaged with potential job seekers and promoted awareness of Touchstone's culture first, then their job openings. This joint effort was a testament to the power of collaboration in overcoming challenges.
Our strategy involved utilizing Touchstone's presence on various social media platforms, including Facebook, LinkedIn, Twitter and Instagram. Additionally, we created a dedicated Touchstone Communities Careers Facebook page, focusing on recruitment content to maximize our reach and impact.
In addition to organizing location-based virtual hiring events and paid advertising campaigns, we shared user-generated content highlighting Touchstone employees' achievements and fostered strong relationships within their teams.
The Results? Impressive Engagement and Click-Through Rates
Our social media campaign ran from August to October 2022, yielding remarkable outcomes:
Reach grew from 66,000 in August to 158,000 in October.
The average cost per engagement was a mere $0.19, significantly lower than the industry average of $1.32.
Engagement increased by 64% over the three months.
Click-through rates to unique URLs rose by 35%.
Visits from Facebook to Touchstone's Careers page surged, with a low bounce rate.
Touchstone successfully engaged with qualified job seekers through social media, surpassing other recruiting platforms.
The Power of Strategic Marketing and Analytics in Healthcare Social Media Management
Our collaboration with Touchstone Communities is an excellent example of how strategic marketing and analytics can aid skilled nursing facilities in achieving their business objectives, even in difficult situations. Through a focused social media campaign, we enhanced recruitment efforts and assisted Touchstone in effectively tackling its staffing shortages.
Transform Your Community's Success with Healthcraft Creative Solutions
Healthcraft Creative Solutions can help you address your community's staffing challenges. Our team of digital marketing and analytics experts specializes in the senior living, therapy and post-acute care industries.
Contact us today to revolutionize your marketing approach and elevate your community's success.