Nightingales Home Care Recruitment Digital Marketing

Nightingales Home Care, like many care companies, encountered a substantial shortage in their home care staff within South East London. The typical hurdles associated with staff recruitment in the care sector posed a significant challenge. The desired staff had to be not only local to South East London, experienced, and skilled, but also possess their own means of transportation.

Our digital-only strategy incorporated:

• Paid 1-minute TrueView ads.
• 6-second bumper ads on YouTube, retargeted to users who have viewed the full TrueView ad as a prompt to register an interest but didn’t convert.
• Static image, carousel and video ads on Facebook and Instagram with A/B testing.
• Targeted a combination of audiences, from that in-market (looking for employment on Google Search) to rival care staff, tempting them away from their current employer.
• Leveraged machine learning to actively find and show our ads to new prospects, outside of our targeting criteria.
• A dedicated landing page highlighting the key reasons to choose Nightingales over competitors, using icons and bullet points.
• Being sure not to target the user’s children on their devices, we implement negative kids channels so ads do not show on children’s channels.
• We reduced friction for enquiry by simplifying the application process to an initial enquiry process.
• The enquiry process filtered unsuitable applications (eg those without a car).

View our process for recruitment digital marketing.

• Successfully filled all care staff vacancies by activating and deactivating campaigns as required.
• Raised awareness among potential clients about Nightingales’ meticulous staff recruitment procedures.
• Increased brand awareness within the targeted geographic area.
• Formed a valuable negative audience for future campaigns; excluded users who visited the recruitment page from new campaigns targeting potential clients.