The challenge
Vidant Health had two internal organizations using two different websites for recruitment and needed to consolidate. Their hiring agencies were driving traffic to external websites, outside of the Vidant Health network. The result was an incredibly fragmented recruiting landscape, leaving the Vidant team with no way to track their ROI on recruiting advertising efforts.
Our approach
Ntara consolidated Vidant’s disparate recruiting properties into a single, logical application process hosted on their own website with an end-to-end tracking system. We also spearheaded a marketing strategy focusing on Vidant’s communities and the lush landscapes of their location to better entice qualified healthcare candidates.
Final experience
Ntara developed the careers.vidanthealth.com microsite to tell the story of “a career to fit your lifestyle.” Video backplate banners and mood-setting text show three types of communities in which Vidant Health operates. Easy navigation funneled all types of prospective employees to their destinations and the microsite was integrated with their HR systems so that visitors could apply directly from the site.
By the numbers
68.8%
increase in application submissions
21%
Conversion rate (up from 5%)
50%
less spend in recruiting
“This project is positively impacting lives by bringing, and keeping, talented candidates and team members in our region. Our team now has a centralized location for all of our hiring efforts, and we’re able to measure real-time results for future recruiting strategies.”
Kadie Moore
Administrator, Talent Acquisition & Candidate Experience
About the client
Vidant Health is a large not-for-profit healthcare organization with services spanning across 29 counties in North Carolina.
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